The Message Learning

Approach to Persuasion
Source factors
Message factors
Recipient factors
Medium factors

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 Stages of Persuasive
Communication

Attention
Comprehension
Yielding (convincing & compelling message)

Retention

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 Variables influencing the Stages
of Persuasive Communication

Source Variables (who says the message)

Message Variables (what is said)
Recipients Variable (who receives the message)
 Medium Variables (media used)

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 Source Factors:
The most effective sources tend to be the expert,
trustworthy or attractive communicators.
Credibility:
- reputation of source
- message consistency with source vested
interest (criminal argues on justice
leniency)
Case Study
Attractiveness
Influenced by physical appearance, similarity to
recipient (common beliefs, backg.) & presentation
style. (Products for teenagers vs retired persons).
German TVC

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 Lee jeans advertisement

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 Message Factors:

- Simple vs complex (Buy Brand X)

- One-sided vs two-sided (pros and cons)
- rational vs emotional

WM TVC (ONE USP AT A TIME)

One-sided msg = for popular and liked brands

two-sided msg = for unattractive/ unfamiliar brands

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 Using a
complex
message

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An example
of a two-sided
message

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 Message Factors:
Rational Appeal: Contains factual details to form an
opinion (like car ads)

Emotional Appeal: Encourage us to act on our

feeling rather than our heads (flood relief ads for
donation)
Fear Appeal…..
Sleeper Effect: occurs as a result of complex
interaction b/w message factor, source factor and
time. (when a credible message is presented by a
non-credible source……Awami Akhbar).
Good Milk TVC

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 Message Factors:

Rational Appeal Vs Emotional Appeal

TOYOTA TVC

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 Example
of an ad
using
both
emotion
and fear
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 Recipient Factors:
Individuals high in need for cognition are influenced by
rational appeal.

Individuals low in need for cognition are influenced by

emotional appeal.

Individuals whose attitudes serve a knowledge

function are influenced by rational appeal.

Individuals whose attitudes serve a ego defensive

(self protective) function are influenced by fear appeal.

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