What comes to mind when you think of persuasion? Some may think of advertisements that urge them to buy a certain product while some may think of persuading their partner or friends to do or buy something. We use persuasions in our daily lives as it plays a major role in the society.
What exactly is the Theories of Persuasion & Social Influence?
According to Simons, Herbert W., Theories of Persuasion & Social is defined as human communications that is designed to influence others by modifying their beliefs, values or attitudes. The success of influence relies largely on the method the audience make sense of the message.
Chevrolet’s Heart Touching Advertisement - “Maddie’
2014 Chevrolet Commercial - "Maddie" directed by Lloyd Lee Choi
The advertisement features a young woman saying goodbye to her best friend, a golden retriever named Maddie. It highlights a lifetime of memories from all the way back to the day they first met. The advertisement opens at the end of the dog’s life and closes in puppyhood, indicating that your Chevrolet can also be “A best friend for life’s journey.” The overall purpose of the advertisement is to persuade the audience to buy their car.
Steps of Persuasion
1. Awareness
Audience accepts the heartwarming story of the dog and the owner. Throughout the advertisement, audience see happy memories the owner has shared with her dog and the sad memories as well.
2. Attitudes
Audience has a choice to like or dislike the advertisement. Chevrolet uses the model of appealing to their audience by targeting dog lovers or owners and animal lovers in general intended for audience to relate to the story and ending up to be fond of the advertisement.
3. Beliefs
The advertisement is designed to make you think about how it would be to have a life companion that would share these memories with you. The message of this advertisement applies that buying a Chevrolet would be ideal for future consumers because it will be with them throughout their journey very much alike to having a best friend who you can trust and rely on. It is also credible and reliable as Chevrolet is a well-known car brand and can be a great companion in your life’s journey.
4. Behavior
After watching the Chevy advertisement, audience is able to relate to the feeling of obtaining the love of something they own. In this case the car labels happiness and great memories once owned by the consumer. I believe that this advertisement successfully promotes their goal of showing the perfect image of what owning a Chevrolet car would be like for audience to consider buying one in the near future.
Overall, I believe this advertisement has made good impressions of the brand, Chevrolet as it has a grip on the emotions of people and have gained the trust of dog lovers.
References
Gianatasio, D. (2018). Q&A: The Director of That Viral Chevy Dog Ad Isn't Surprised He Didn't Win. [online] Adweek.com. Available at: https://www.adweek.com/creativity/qa-director-viral-chevy-dog-ad-isnt-surprised-he-didnt-win-156257/ [Accessed 6 Oct. 2018].
Lloyd Lee, C. (2018). 2014 Chevy Commercial - Maddie. [online] YouTube. Available at: https://www.youtube.com/watch?v=3t6bLugtJkQ [Accessed 6 Oct. 2018].
Sagepub.com. (2018). Explaining Theories of Persuasion. [online] Available at: https://www.sagepub.com/sites/default/files/upm-binaries/4985_Dainton_Chapter_5.pdf [Accessed 6 Oct. 2018].
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