Explanations of the persuasiveness of TV advertising

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Hard and Soft sell advertising
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Terms in this set (8)
Hard sell = presenting factual information about product
Soft sell = using more subtle and creative techniques
Study found that both had different effects on different people, people who scored highly on a self-monitoring test (high image conscious) had more favourable attitudes to soft sell adverts and people who scored low (less image conscious) preferred hard sells
Martin et al (2008) found that students were more convinced by a fictional fellow student when buying a camera than a celeb as people want a product that is seen as fashionable in their group, rather than a celeb
Hume (1992) found that from 5000 TV adverts, celeb endorsement did not significantly increase the persuasiveness of the advert
Martin (1997) found a strong positive correlation between age and understanding of persuasive intent - older children could discriminate between adverts and programmes and understood the persuasive Internet of the advert and trusted them less
It is widely accepted that adverts for young children increases the degree to which they pester their parents for a product -Pine and Nash found a positive strong correlation between the amount of adverts watched and advertised items on children's letters to Santa
Pine and Nash (2001) found that in Sweden TV adverts aimed at under 12s have been banned and subsequently found that less items on Swedish children's letter to Santa than American children's letters to Santa - although there may be other reasons for this cultural difference, Pine and Mash suggested there was a strong evidence that it was the lack of advertising