Central vs Peripheral Route to Persuasion

mg. I'm stink about 14 my things here. I'll lend you the merit. and I'm 21. sherry, 45, Caitlin, 11. hi, my name is Steven Segal. I'm 18 years old. Charlie crews, 41 years old. all right, would you like? all right? so what this experiment is is there and watch two videos. because, watching these two videos and watch these two videos, and we have to tell me which one, which car you would rather buy- and you should car your IRA, yes, your first time leaving home, your first baby, your first day of school, whatever state you're in your life, Chevrolet has a line of sport utilities that maybe depend on Lisa's brand new 2015 Equinox 4189. a month, visit country Chevrolet of Warrenton for Virginia's best selection. Chevrolet Equinox offers plenty of room for passengers, cargo and everything else in your life. Equinox can comfortably fit up to five family members and friends. simply slide back the multiflex sliding and reclining 60/40 rear seat and your passengers can enjoy an impressive thirty nine point nine inches of rear legroom. that's more than Ford Escape, Toyota rav4 and Honda CRV. there's room for your stuff too. the multiflex sliding rear seat can also be moved forward to add nearly eight inches of cargo room, or fold the seat flat to create 60 3.7 cubic feet of maximum cargo space. chevrolet equinox, it's simple versatility that fits your busy lives, life. I could tok to me something animal vs yeah, okay, alright, so after you're watching, Oh, commercial, switch car gotta fly. first first one in, second the second one. I read it by the first car, the second one where it told me all the features that the car had. the drop car the first one. I like the first one why it's more detail about the car. the first one were just a story. I couldn't tell anything from the story. we want to know about the car. you didn't like the first time. I feel it off me didn't even entertain me. the reason why he gave more details about the space of the vehicle, it just had more detail. the other commercial is just plain. I mean, it tried to tug on the heartstrings of the family and stuff, but it didn't tell me anything about the car. well, if I'm going out to buy a vehicle, I want to know the size, I want to know the space, how many my family members could fit in it. I want to know all the tiknical interesting stuff about it. I don't want to. I didn't like the other one why it didn't tell me anything about the vehicle because stolen. when I told me anything about the car, 7 was stupid because they had like and like they were happier or something. did you not like the second? but do you not like the first commercial? no, is it what is boy? because people look happier. and what about the second one with the details? really show off. I did it, explained everything. do I stop? yeah, 14.

How Ads (and People) Persuade You

[موسيقى]. تنهال عليك الإعلانات يوميًا، ويحاول الباعة والأصدقاء إقناعك. بشراء أو فعل أمر ما؛ كمشاهدة مسلسل جديد يُعرض على شبكة (نتفلكس) أو تجربة حِمية جديدة. لا تنجح تلك الرسائل دائمًا بإقناعك، وقد تتمكن من ذلك أحيانًا دون وعي منك. تساهم العديد من العوامل في اقتناعك أو عدمه. برسالة ما, ولأغلبها علاقة باستجابتك لمحاولة الإقناع في المقام الأول. لكن إن أدركت أنك تحت محاولة إقناع؛ سيسهل عليك إيقاف الأمر، والتأكد من أنك تملك رأيك وحدك. يفكر العديد من الباحثين ممن درسوا الإقناع بما يسمى بـنموذج احتمالية إعمال العقل (ELM), والذي يقسم استجابتك للإقناع إلى تصنيفين رئيسيين. أولهما المسار المركزي، وذلك حينما تمعن التفكير في مغزى الرسالة. والآخر هو المسار السطحي، والذي تسلكه حينما تتخذ قرارًا نتيجة حكم سريع، أو بالاعتماد على مشاعرك. وأنت في أغلب الأوقات تتبع المسار السطحي، كأن تشاهد إعلانًا, فتثق بكلام الممثلة التي تلعب دور طبيبة لأنها ترتدي زي الأطباء. وبالطبع فإن التفكير مليًا في أمر ما فعل جيد، لكننا لا نملك متسعًا من الوقت لفعل ذلك دائمًا. لذا, فكلا المسارين مهمين ونافعين, قد تساعدك معرفة أي المسارين أنت تتبع في أن تقرر إن كان الأمر الذي يحاول أحدهم إقناعك به يستحق التفكير فيه بعمق أم لا. قد تؤثر أمور أخرى على المسار الذي تتبعه: بعضها من الصفات الشخصية, مثل مايعرف بـ"الحاجة إلى المعرفة", والتي تصف مقدار رغبة الأشخاص في التفكير في الأشياء. يميل الأشخاص ذوي الحاجة العالية للمعرفة إلى التركيز الشديد على الحجج, بينما يميل ذوي الحاجة المنخفضة للمعرفة إلى اتخاذ قراراتهم بناءً على الدلائل الواضحة, مثل جدارة الشخص المقنع بالثقة. أظهرت تجربة أجريت عام 1986 أن ذوي الحاجة العالية للمعرفة غالبًا ما يتبعون المسار المركزي، على عكس ذوي الحاجة المنخفضة الذين يتبعون المسار السطحي. عرض الباحثون في الدراسة على بضع مئات من طلاب الجامعات حججًا دامغة، وأخرى واهية من أجل رفع الرسوم التعليمية ووجدوا أن الحجج الدامغة مقنعة أكثر من الأخرى الواهية, خاصةً للطلاب ذوي الحاجة العالية للمعرفة، ومن المرجح اتباعك المسار المركزي. إن كان الأمر مهمًا لك. فإن كنت مهووسًا بمسلسل تلفزيوني جيد، وأخبرك أحدهم أنه وجد المسلسل الأفضل على الإطلاق، فقد تقضي عدة ساعات في مشاهدة تصويره، وطريقة كتابته قبل أن توافقه الرأي، ولكن إذا كنت تريد فقط مشاهدة حلقات المسلسل بلا توقف, فقد لا يهمك الأمر. وإن أخبرك صديق محب للمسلسلات أن مسلسل (صراع العروش) أفضل المسلسلات التي قد تراها، فقد يكون قوله هذا كافيًا لاقتناعك بمشاهدته، خاصة إن سمعت ذلك مرارًا وتكرارًا. وفي كل ليلة, أحد أعلن استسلامي. شاهدت أخيرًا مسلسل (صراع العروش). هل أنتم سعداء الآن? وللموقف ذاته أهميةً أيضًا، قد تميل الى التفكير بسطحية. إن كنت مشتت الذهن، أو لا تملك متسعًا من الوقت للتفكير، حتى وإن كان الموضوع ذا أهمية لك، تكون العوامل الأخرى أقل وضوحًا، وحينها يصبح الإقناع أكثر تعقيدًا،. فعلى سبيل المثال؛ قد تؤثر مشاعرك على إقناعك بطرق مختلفة بناءً على الموقف، وقد تكون المشاعر دليلًا دامغًا، كمحاولة اتخاذ قرار إن كان الفلم الكوميدي جيدًا أم لا. فإن شعرت بالمتعة حين مشاهدتك له، فذاك دليل كافي لتقرر أن الفلم جيد. وفي أحيان اخرى، تؤثر مشاعرك على قراراتك دون أن تفكر بها بشكل جدي، فإن شعرت بشعور جيد خلال مشاهدتك لإعلان ما, فمن المحتمل أن ينتابك ذات الشعور حيال المنتج أيضًا وللمشاعر تأثير على كيفية، ومقدار تفكيرك في أمر ما. فإن كنت في مزاج جيد، فلن تفكر مليًا فيما تسمع. إذًا فإن ذات الشعور قد يقنعك بطرق مختلفة بناءً على الموقف, لكنه قد يجعلك أكثر عرضة للاقتناع بأمر ما دون التفكير فيه مليًا. كما يلعب صدق معنى الرسالة ومصدرها دورًا مهما في الإقناع, وجدت دراسة أقيمت في عام 2016 أن الأشخاص الذين قرأوا مراجعة منتج ما فكروا به على نحو سلبي حينما علموا بوجود راعٍ للمراجعة. وذلك لأننا, إن علمنا أن مبلغًا دُفع إلى شخص ما ليتحدث بشكل جيد عن شيء ما؛ فإنه من الصعب علينا الثقة بصدق الرسالة. لذلك سنفكر فيها مليًا. نحن نميل أيضًا إلى التفكير بجدية في الحجج إن قالها شخص من الأقلية. في دراسة أقيمت في أسبانيا، قرأ الطلاب رسالة تؤيد اعتماد اللون الأخضر, اللون الرسمي للزي المدرسي. حينما ذُكر في الرسالة أن غالبية الطلاب مؤيدون لهذه الفكرة؛ لم يهتم البقية بمعرفة ما إذا كانت الحجج المؤيدة للفكرة مقنعة بالفعل أم لا. فقد فكروا أنها بالفعل فكرة جيدة. لكن إن عبرت تلك الرسالة عن رأي الأقلية منهم، فسوف يميلون للتفكير بأنها فكرة جيدة فقط إن كان لها حجج جيدة. وذلك يعني أنك إن رأيت الكثير من الأشخاص يتشاركون منشورًا ما على فيسبوك, مثلًا، فلن تفكر بصواب المحتوى بشكل جدي, لكن إن شارك ذلك واحد فقط من أصدقائك؛ فسوف تهتم بالحجج. إذًا، توجد طرق مختلفة قد تؤثر على مدى إقناع إعلان أو شخص ما. لك ولا ضمانة لعمل أي منهما عليك خاصة إن كنت مدركًا لما يجري. فعقلك ملكك، وإن لاحظت أنك في وضع معرض فيه للاقتناع بأمر ما؛ فبوسعك اتخاذ قرار إن كان يستحق استقطاع بعض الوقت للتفكير فيه أم لا. شكرًا لمشاهدتك هذه الحلقة من (ساي شو سايك). وإن رغبت بمشاهدة المزيد عن الأمور المعقدة التي تجعل الدماغ والعقل يعملان بهذا الشكل، فبإمكانك النقر على الرابط التالي والاشتراك: youtubecom/scishowpsych. ترجمة فريق. أُترجم: [email protected]

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Top 5 Ads (commercials) to Analyze for Middle School

hey brother, there's an endless road to rediscover. brother, no, the world sweet. the sky comes falling if the sky goes home. if we show emotion, we're called dramatik. if we want to play against men, we're nuts, and if we dream of equal-opportunity, delusional. when we stand for something, we're unhinged. when we're too good, there's something wrong with us, and if we get angry, we're hysterical, irrational or just being crazy. a woman running a marathon was crazy. officials tried to pull her off the claws. a woman boxing was crazy. a woman dunking crazy. coaching an NBA team crazy. a woman competing in a the job, changing her sport, landing a double cork 1080 or winning 23 Grand Slams, having a baby and then coming back for more. crazy, crazy, crazy and crazy. so if they want to call you crazy, show them what crazy can do. you touch the Fix and go slow, or no, understand quick solo, you don't. so last Thursday started out like any normal day. yeah, pretty normal. Julie left for work, so Cooper and I were hanging out, chillin, barking and squirrels namaste, namaste. then, out of nowhere, max starts tikling me. yeah, whoops. but Julie came home and used Resolve pet expert its latest formula: attacks odors at the source, leaving no odor, no stain, no, nothing. yeah, so it was no big deal. mm-hmm, whatever happens, no big deal resolved.

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23 Advertising Techniques Used to Create Powerful and Persuasive Ads

implementing a visual marketing strategy will seem like a daunting task. that is until you finish watching this video. [Music] hello world, mike plogger. back with visme, the online platform that stays ahead of visual design trends and allows you to create your own content with ease. digital marketing experts have found that the average human sees 5 000 ads per day. some of us will actually see even double that. now. with the competition to grab our attention growing by the day, it's imperative that advertisers absolutely nail their content and influence their viewers. there are 23 proven methods that i'll touch on in this video now. some relate to the elements within the ad, while others touch on different appeals to connect with a viewer. as is the case, you'll be able to use more than one of these tikniques in each of your advertisements. it's up to you to decide which is best for your product, shall we? in every piece of advertising that we see, there's some sort of color scheme, whether it's a full palette or black and white. those colors have likely been chosen for a reason. different colors can elicit different feelings in viewers. red is the color of passion or power. blue is calming and approachable. both of these colors have become strong associations with brands. think classic coca-cola in that strong red or tiffany blue, as we see here, paired with a gray-scaled image. this ad also gives us a direct gaze into the product, which is another tiknique that we'll explore here very shortly. nonetheless, the importance of strategically picking color cannot be emphasized enough. if you're interested in diving deeper into color psychology, we have the video for you. check it out in the link above. okay, before i dive into this tiknique, you might be asking yourself what exactly do i mean by composition? simply put, it's just the organization of elements within your ad space. a well thought out ad will pull a viewer's eyes towards the most important aspects of a design. it could be an emotional trigger, the brand's logo or a call to action button. achieving balance is key when it comes to your composition. this ad behind me uses composition tikniques like the rule of thirds, focal point and a visual path. the woman sits in the left, third, while the light shining gives importance to both her and the centered text. i recommend checking out the gestalt principles to explore the basic rules for a great composition. you just heard me mention it. now let's explore it. the rule of thirds: this tiknique places a three by three invisible grid over an image. by doing so, you'll get four intersecting points, and these points are crucial. place your most important visual elements at these points, just as corona did with their iconic corona bottle. now the golden mean is quite similar, but follows the fibonacci sequence. what the heck is that, you might be asking? well, it's this more free-flowing grid that directs the placement of elements in a more harmonious way. rectangles are broken down into more rectangles, achieving visual balance. the focal point of an ad is as important as any of our tikniques that we're covering in this video. we just covered two grid tikniques which can draw attention to a focal point, but there are a few other tikniques as well. selective focus is one that will blur out the unimportant aspects of an image. adjusting exposure can manipulate what areas should pop while also hiding some other areas in the shadows, or you can even provide a light source to bring importance to a single element. in these ads, we have not one, but two focal points: the plain text and the rubbed out text, which sends a powerful message. any image, ad, book cover, web page, any visual that we look at, we go on a visual path, a journey through the design. now there's two visual paths that are the most effective when planning your design: the z path and the f path. with the z shape, our eyes begin at the top left of the image before moving right, then back, diagonal left and then across to the right again. so here we see the first block of text, then move over to the picture of the man backed left, to the call of the action, before finding the mobile phone. now, with the f shape, our eyes move like they would when reading a book: you start top left, move right before moving back left, down right again and continuing down at the image. topography, aka fonts, the style and amount of text within an ad is crucial to its success. just take into consideration the fact that facebook has an algorithm that accepts or denies ads based on how much text is within that ad. crazy, right. you want to be mindful of how much text you're placing in a design. an ad filled with lines of text can often be overwhelming, so you'll want to use visuals to balance out your ad. this ad, well, probably wouldn't be accepted by facebook, but it is great for traditional advertising. britain's biggest egg is that tiny little leg in the ads boundary. make sure you do your research when you're choosing your fonts and don't look far. we've covered this in another video of ours on our youtube channel. if you really want to nail your product or idea into somebody's head, use repetition. whether it's the same ad in a number of platforms, the same commercial on different channels, or pushing your brand logo anywhere and everywhere, that's repetition. for you. now, the thing is, repetition is best only when debuting a new product or message. it'll raise brand awareness, but soon after you'll need a new strategy to keep viewers entertained. reynald repeated the same concept, but in different shapes. to take advantage of this tiknique, viewers will immediately recognize the brand, even if it's their first time seeing a new ad. if you're creating an ad using real people, or even figurines, you'll want to consider their body language within the ad. without speaking, body language can portray confidence, success, spontaneity, liveliness. you name it. now, determining what message you want to send before building your ad is important. by doing so, you can search for just the right actor or build that perfect animated character. mcdonald's, believe it or not, actually wanted somebody to yawn in their ad. why? because they were pushing their new 24-hour service that even the most tired and hungry consumers could relate to. have you ever made direct eye contact with a complete stranger and it made you feel some type of way. we see it in romance movies all the time, and it's also a common strategy in advertising. companies will use the most attractive actors and actresses that they can find and ask them to directly gaze into a camera. now, in return, an emotion will be triggered in the viewer, pushing them to buy that product. we'll often see this with luxury items or sense maybe, just like we do with this gucci ad and this handsome fella. now, while the direct gaze may be a little intimidating, another solution would be the three-quarter gaze. here the subject is looking off camera in any direction. our first example is from dolce gabbana, and the actress, this time scarlett johansson, is peering into a mirror. by looking into a situation, the ad gives us a sense of wonder. then there's buzz lightyear, who, of course, is looking into saving the world. in this ad for toy story, you can tell he's just itching to say to infinity and beyond the point of view. tiknique is most commonly used in video advertising, but it can be extremely effective given the product. this tiknique takes a viewer into the point of view of another person. gopro and red bull have mastered the tiknique. given what they're selling. gopro sells the cameras, while red bull sells the drink. that really has become more of a lifestyle. if you're looking into using this tiknique, get yourself a gopro and pair it with a steadicam or a head mount. then simply hit record while completing the action that you're selling behind the scenes. videos or photos is a great tiknique to authentikate your brand. sure, you may no longer look perfect in your advertisements, but viewers will actually appreciate that these ads can be images of you.

Persuasive Techniques Used in Advertising

Campbell's tomato soup, opossum, Betty's dango cheese, goldfish are quick, delicious bond. that kiss creates no artificial color or flavor, just wholesome goodness. Campbell's tomato, mmm. there are people who believe America can't build things anymore, that our cities, workers, products and tiknology can't cut it in the global economy. they believe American ingenuity doesn't count for much. others can do it better now and that we are destined to become a nation of paper shuffles, burger flippers, pixel pushers. this is the story of some people who believe something different. you who says credit card rewards can be simple? I mean their rewards, right, right, right. with the BankAmericard cash rewards credit card I get 1% cash back on every purchase, 1% cash back on groceries, highlights frog leg green. 1% cash back on whatever that is and there is no limit to the amount of cash back you can earn. no expiration on rewards, no hoops to jump through. simple: love this garden, love it. the refreshingly simple BankAmericard cash rewards credit card apply online or at a bank of American. hi, I'm sharing the subway guy and this is my story. young guy eats too much junk food and gains a lot of weight. guy changes his life by eating at Subway twice a day and walking a lot. guy loses over 200 pounds and keeps weight off for 17 years. guy now has two kids and even more reason to pass on better eating habits to young people everywhere. this is my story. ready to write yours subway: eat fresh in the baking soda. then you have been under scientific explorations in the kitchen. bring it. it started bubbling because new bounty is 25% thicker quilts. it cleans the mess with less. you know what, Eddie Sealy? in lab tests, bounty absorbs twice as much as the bargain brand and it's more durable. it's really cool. why use more when you can use less? you bounty even thicker, quicker picker-upper. hello, I'm a Mac and I'm a PC. master bathroom, bathroom, it's in tight, you okay? no, I'm not okay. I have that virus that's going around. oh, thank you better. you better stay back. this one's a doozy, that's okay, I'll be fine. no, no, do not be a hero. last you there. 114 thousand known viruses for feces- feces, not max. so describe this me. I think I got a crash. hey, if you feel like that'll help, good, yom-yom. you want to stay warm when it's cold and chilly, but raising your heating bill, well, that's just silly. so if you want to stay warm and cuddly, it's time to get on your Snuggie. that's right, the cold weather is back and so is the warmth of our hot new Snuggie. it's the blanket with sleeves we all love, made of thick, luxurious fleece, and now in hot new colors. as an added bonus, you'll also receive our compact press, an open book light. just press and the book light instantly opens and turns on for extra light where you need it. a $15 value, free. a call right now and we'll give you a second Snuggie and book light free. just pay processing and handling. that's two Snuggie blankets and two press and open book lights. all for only 1995.

How Commercials Get Us To Buy Crap We Don't Need

[Music]. advertising is everywhere, and what you read, what you watch, what you eat, what you wear, they're in the sky, they're on the ground, they're in the water. our economy thrives on you buying more and more and more, even though you don't need anymore and, oh yeah, you're in debt. the goal of advertising is simple: get you to buy a product, to make you say, yes, I want this, I knew this. my life will be better with this retro cowbell dispenser. but a mason jar - that is adorable. this is the mug that won't fall over. watch this, it fell -, Phil. we wanted to learn how advertisers capture our attention and get us to buy stuff we don't even really need. so we turned to Jonas Sachs, an advertising executive and co-founder of free-range studios, to explain a few ways brands get into our heads. how do ads tell us who we are, or give us, tell us who we should be? we see 3,500 of them a day, and the majority of them basically tell us: you suck, and if you don't buy this product, you're not going to be rich enough, smart enough, hot enough. and so we walk around being told 3,500 times a day how deficient and lame we are. are there an additive stuck out in your mind the number-one most shared advertisement on YouTube of all time. in that dub real beauty sketches, add. they make the real beauty sketches. it's all about how women are so much more beautiful than they think they are through the stunt of a police artist who's sketching them. tell me about your hair. they make a picture of what they think they look like, which is what a stranger things kind of have a fat, rounder face. people are saying: listen, they're reaching hundreds of millions of people with a positive message about beauty people want to share. they say, oh, those are my values, that's my idea. and then you start buying the soap because you share this value. No, so this is one of those classic shop therapy ads that you know parent to. it is hard. drinking coke is easy. you need to speak to people and level of identity, to speak people on level of emotion. there are millions of people. we're going to sit there and be like, yeah, that's my truth, that's it, it's totally me. thanks, coke. why use Beckham advertisements? tell you not that this product does this thing. it's that people like this use this product. if you want to be like these kind of people, use this product and you're instantly one of them. you know we all want heroes in our lives and we want to know how to be more like those heroes. and you know, watching sports and watching movies that these guys are in, we don't necessarily know how to be more like them, but advertisements tell us how to be. are you up for whatever? don't answer. grab a Bud Light and chilli. try new things, make new friends. it means all just crafted around creating a gap. you know you don't have enough, you don't have what's right. it's not necessarily even at the audience of the sitting at home and saying, oh man, I need spend more time in the club. it's like saying they're saying everybody else is in the club and why aren't you there? so advertising is just a constant fear of missing out. there's a huge amount of that. well, advertisers are like crappy friends. they make us feel needy, ugly and uncool. but we keep him around anyway. this is a beautiful moment. sure could use a coke, you. [Music].