Persuasion in Commercial Advertising Definition:

Persuasion in Commercial Advertising

Objective: The purpose of this assignment is to apply the persuasion knowledge you had learned from this class to analyze a mass-produced persuasive message from real-life communication.

Requirements: The assignment requires you to:

1. Choose and describe a mass-produced persuasive message (e.g., a print advertisement, a commercial, a political debate, etc., 1-page maximum).
2. Identify and explain at least three different theories and concepts from our textbook that are related to the message. Think about how the theories explain the persuasiveness that comes out in the chosen message. What implication does this have for the field or industry? At least 3 pages long.
3. Include a short conclusion paragraph.

The whole writing should be 4-5 pages (not including sample message or reference page), double-spaced and use APA format, and should include in-text citations and a reference page (no need for a separate title page or an abstract section). Please also include a sample of the message (or its link) at the beginning or the end of the writing.

APA

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Persuasion in Commercial Advertising

1. Introduction and Description of the Message (1 page max)

Example: Analyze a 2023 Nike “You Can’t Stop Us” commercial.

• Brief summary of the ad (visuals, narration, and structure).

• Target audience and platform (TV, YouTube, etc.).

• Link or image sample included.

2. Theory-Based Analysis (3+ pages)

A. Elaboration Likelihood Model (ELM)

• Central route: Emphasis on motivation, personal relevance (e.g., athletes’ stories).

• Peripheral route: Use of emotional visuals, celebrity athletes.

• Impact on lasting attitude change.

B. Social Judgment Theory

• Contrast/assimilation effect with diverse audience values.

• How Nike positions itself within the latitude of acceptance for progressive values (e.g., inclusion, social change).

C. Cognitive Dissonance Theory

• Viewers align identity with the brand’s message to reduce internal dissonance.

• Encourages consumers to act (buy or advocate) to match their values with Nike’s mission.

3. Implications for Industry

• The commercial demonstrates effective multi-layered persuasion.

• Insights into how brands can foster loyalty and social impact simultaneously.

4. Conclusion (1 short paragraph)

• Reiterate the persuasive power of commercial advertising when using theory-informed strategies.

• Suggest future use of these tactics for ethically persuasive communication.