Understanding Persuasion: Principles, Ads, and Impact

In this paper, I will focus on the six fundamental principles of reciprocity, social proof, consistency, authority, liking, and scarcity. I will also examine persuasion and how it’s used in the ads provided. Each ad will have a who (who the persuader is), a what (the message), and the target (audience). Unilever to buy haircare brand part-owned by Jennifer Aniston | Campaign US (campaignlive.com)

The advertisement illustrated above is of a famous actress , Jennifer Aniston promoting products for the brand Sephora . Jennifer Aniston has been a well-known figure in Hollywood for over two decades and is admired for her contributions to entertainment, and vocal empowerment for women and is included in many magazine’s lists of the world’s most beautiful women . (Amelia Gayle, 2009). The specific principle I am addressing from the Social Psychological principles of persuasion is liking. “Liking someone or something affects your chances of being influenced by them (Schenker, 2016). Jennifer Aniston’s worldwide fame has gained 45.2 million followers according to Instagram in 2024. The provided AD targets the female population with the message “If Jennifer Aniston uses this, it must be great ”. According to Davison, 2008, “The more we like people, the more we are influenced to say yes”. The principle of Social Proof is an alternative principle that could be employed effectively. “Being social creatures, humans get their cues on how to think, feel, and act from those around them” (Cialdini,2001). The AD above shows a well-liked, popular individual showing their support of a brand that is being promoted. In my plan, I would utilize the AD in showing how this product has benefited Jennifer Aniston to provide more reasons others may find it useful for themselves. For example, how long has she used it? How long do results take? I would also include a price range to make it more appealing to lower-income classes. When considering ethical issues related to this sample, the transparency and honesty of the advertisement are what I think of. To enhance persuasiveness , including customer feedback could be beneficial.

The AD provides very limited information, which is why my proposed plan was to include more details to disclose relevant facts that would aid in a consumer's decision to purchase the product. Sarah McLachlan’s PSA: Angels, dogs & cats | by Advanced TV Herstory® & Cynthia Bemis Abrams | Medium This is a very popular TV AD by Sarah McLachlan’s PSA: Angels, dogs & cats. This AD targets animal lovers specifically by utilizing a song written by Sarah McLachlan that provides a very sad oversight of the homelessness of animals. The Social Psychological principle of persuasion is liking. Utilizing not only Sarah McLachlan as a spokesperson but her music as well pulls in her fans, and it also targets animal lovers. Together, that is a large audience reached. The goal of this AD is to receive donations from the ASPCA to help abandoned and homeless animals. The message is that these animals need your help to obtain a safe and humane manner of life and donations received will do so. To enhance persuasiveness , this AD could include how previous donations have helped these animals. What does your donation do exactly? Including more information on the immediate outcome of a donation would provide more insight for those donating and even open

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doors for those to consider donating. In past donation AD’s, I’ve seen companies assign a name (pet, person, animal, etc.) to a donor, this would provide the donor with updates on how their donations are helping this cause, what is being done with their donation, and the outcome of such. This would further ensure the ethical use of donations. https://www.coca-colacompany.com/media-center/taylor-swift-gets-a-taste-of-her-favorite- things-in-new-diet-coke-commercial This is an AD by Diet Coke . This AD uses popular star, Taylor Swift , and a sweepstakes entry to promote the brand . The Social Psychological principle of persuasion is liking. Taylor Swift is a famous musician with millions of followers and is known for her music . The communicator Diet Coke utilizes Taylor Swift to show her love for their product . The target audience is both soda lovers and Taylor Swift lovers. The use of additional sweepstakes enhances their productivity in gaining customers by providing them with a chance of winning both Diet Coke and Taylor Swift prizes.

In a plan to enhance persuasiveness , including the Scarcity principle if the sweepstakes is limited would promote urgency in people to purchase the product. I would include the ODDS of winning the sweepstakes, the types of gifts that would be won, and the nutritional facts of Diet Coke. This would effectively reach people with details that they can use in their decision-making. I would also include the sweepstakes rules and regulations as knowing someone can win is great, but knowing there is more than one chance at winning would enforce the repetition of purchases. Applying this to my personal life, as someone who advocates for special needs and inclusive environments, I need to remember that showing the hardship of the special needs world is just as important as showing the positives. I would be wrong to say having a child with special needs is all sunshine and rainbows because it’s simply not. However, this doesn’t change the narrative that regardless of different abilities, or needs, everyone should be included. So, when sharing my journey as a special needs parent, I will try to remember that showing all sides of this lifestyle is imperative for a successful outcome of inclusion and awareness. References ASPCA Retrieved from Sarah McLachlan’s PSA: Angels, dogs & cats | by Advanced TV Herstory® & Cynthia Bemis Abrams | Medium Coca Cola Company retrieved from

https://www.coca-colacompany.com/media-center/taylor-swift-gets-a-taste-of-her- favorite-things-in-new-diet-coke-commercial Sephora Retrieved from Unilever to buy haircare brand part-owned by Jennifer Aniston | Campaign US (campaignlive.com) Feenstra, J. (2013). Social Psychology. San Diego, California: Bridgepoint Education, Inc

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The Art and Science of Persuasion

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