KASCH

DEPARTMENT OF COMMUNICATION

Commercial Analysis

1. DESCRIBE THE COMMERCIAL MESSAGE

2. AT WHAT MARKET SEGMENT IS IT AIMED (TEENS, TRADITIONALISTS, WORKING WOMEN, BLUE COLLAR TYPES, YUPPIES, ETC).

3. WHAT WAS THE PRIMARY BASIS OF INFLUENCE OR PREMISE FOR PERSUASION USED IN EACH OF THE THREE COMMERCIAL MESSAGES?

A. RATIONAL ARGUMENTATIVE - the rational basis for persuasion direct the message designer to find the best reasons that can be found to support a claim-the essence of good persuasion is good reasons."

B. EMOTIONAL-MOTIVATIONAL - the emotional basis for persuasion directs the message designer to tap the audience’s emotional and motivational state. Messages are constructed which dramatize how person will FEEL is they alter their beliefs and behavior or if they resist altering their beliefs and behavior. What emotions the commercial messages you analyzed trying to evoke?

The motivation basis for persuasion directs the message designers to tap the audience's needs, drives, or wants.  Messages are designed which suggest that altering beliefs or behavior will lead the target audience to attain important needs, wants, goals, or desires. Conversely, not altering beliefs or behavior may lead the target audience away from their important needs, wants, goals, or desires.

C. SYMBOLIC DRAMATISTIC- the symbolic-dramatistic basis for persuasion rests on the assumption that cultures, societies, and groups are held together by widely shared visions containing commons beliefs, values, and myths. The symbolic- dramatistic basis of persuasion directs the message designed to identify their products with important cultural values and myths.

Messages are constructed which contain powerful symbols and symbolic images and thus promote audience identification and cement feelings of membership and unity. For example, dominant values in our culture are competition, the rugged individualist, teamwork, the American dream, personal relationships, and family values. Other important myths in our culture are associated with childhood (e.g. childhood is a time for.....); gender (e.g. real men....real women....); money, wealth, status, and prosperity; progress; the model family and so forth.

4. Identify the persuasive message strategies which were employed in your commercial message? You may find the list below useful in analyzing your commercial messages? Involvement: what happens in the first five seconds to capture viewer attention? Any "buzzwords" Words that touch the emotions? Is sex used to sell- either by images or implications? To what emotional needs does the ad appeal? How (or if) does the ad appeal to the need to belong to a group, to be accepted (e.g. Does it show a group having fun together with the product present?) Is the product solving a problem? (e.g. person who as lonely without the product becomes popular with the product. Or tired and discouraged person used the product and becomes energy filled and lively.)

PERSUASIVE MESSAGE STRATEGIES

Strategy - Humor

Basis of Influence-Emotional/Motivational

Strategy - Simulated Conversation

Basic of Influence-Rational/Argumentative

Strategy - Testimonial/Expert Power

Basis of Influence-Rational/Argumentative

Strategy - Demonstration of Product

Basis of Influence-Rational/Argumentative

Strategy - Problem-Solution

Basis of Influence-Rational/Argumentative

Strategy - Talking Heads (Expert Power)

Basis of Influence-Rational/Argumentative

Strategy - Product-Character Identification

Basis of Influence-Symbolic-Dramatistic

Strategy - Statement of Product Advantages

Basis of Influence-Rational-Argumentative

Strategy- Statement of Product Advantages

New, Novel, Innovative, Different

Basis of Influence-Emotional/Motivational

Strategy-Nostalgia, Charm, & Sentimentality

Basis of Influence: Emotion/Motivational

FLASH AND SIZZLE STRATEGIES

1. Repetition to Increase Brand Identification

Goal-Retention

2. Show the Package

Goal-Retention

Product Identity

3. Action and Activity (chocolate sauce flowing)

Goal-Attention

4. Use Close-Ups ("make their mouth's water")

Goal-Attention

Product Identity

Emotional Response

5. Begin with Visual Surprise

Goal-Attention

6. Stimulate Multiple Senses (hear the sausage sizzling)

Goal-Attention

Realism

Emotional Response

7. Stimulus Variation (Superimpose Claims Over Video)

Goal-Comprehension

Retention

8. Visually Distinctive, Unique, Special, Uncommon

Goal-Attention

9. Visual Mnemonics (Repetition of Visual Scene)

Goal-Retention

Product Identity

10. Action-Activity (Show the Product in Use)