Analysis of television commercial directed for young adults-ELM and social identification perspective
Ojective
To Study and understand the Text of commercials intended for Young adults
▪ Presentation Style and Approach
▪ Representation of young adult(Social Identification Perspective)
▪ Persuasion Route(Elaboration likelihood model)
Hypotheses
1. Ads that intended to target young adult use more of emotional strategy of ad processing.
2. Source Attractiveness as a variable can be used as a peripheral cue and as a central cue.
3. The ads intended to reach young adults use more of fast paced technique than slow paced .(commercial speed)
4. Ads which activate a gender identity are more likely to result a favourable judgements than ads that do not activate gender identity.
The findings are based on understanding the text through conceptual factors, source factors and medium factors
Commercial Representation
Commercials represent people and places in ways that aim to persuade young adults to buy product and services. Placing the target product within a related contextual scene encourages relational or semantic analysis (Malaviya, Kisielius and Sternthal 1996). Context, in this instance, concerns the visual material surrounding the product within the confines of an ad (as opposed to visual material surrounding the ad itself such as other ads or articles). It appears that the contextual scene information activates a schema for the theme or gist of an ad prior to product identification. The activated schema in turn creates expectancies about the items depicted in the ad (Shapiro 1999). For example, the scene spark an assessment of different categories of people who might use the product, objects related to its use, or occasions when it might be used (Malaviya, Kisielius and Sternthal 1996). Both reality and idealised version of reality are offered to young adult into make them believe that buying...