Chapter 15 - PowerPoint Presentation

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Chapter 15 - PPT Presentation

Esoteric forms of persuasion Copyright 2014 Pearson Education INC All Rights Reserved 1 Prepared by Robert Gass and John Seiter Color as persuasion Color has symbolic meaning At birth girls are wrapped in pink blankets boys in blue ID: 399734

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Slide1

Chapter 15

Esoteric forms of persuasion

Prepared by Robert Gass and John SeiterSlide2

Color as persuasion

Color has symbolic meaning

At birth, girls are wrapped in pink blankets, boys in blue

Patriotic colorsExecutives wear “power “colors

Fans identify with sports teams through color

Jobs are categorized as “white collar,” “blue collar,” “green collar,” “pink collar,” etc.

2Slide3

Color and attitudes

Colors have attitudinal associations

In old westerns, good guys wear white hats, bad guys wear black

Brides wear white to symbolize purity

Red is associated with sexiness

Black attire signifies formality

Going “green” is trendy and eco-conscious

3Slide4

Negative connotations of the word “black”

black sheepblackball

blacklistblack cat

black heartblack humor

lack comedy

blackmailblack day

black eyeblack widow

lack mark

Positive associations with

the word “black”

lack tie event

little black dressin the blackblack beltblack Friday______ is the new black

Color and associationsSlide5

Seeing red

Attitudinal associations with the color red

A red dress is associated with sexiness

The “red pen” effect in grading papers

Stereotypes about redheads or “gingers”

Red is associated with danger, hazards, warnings

A red cross symbolizes a hospital

5Slide6

Color and branding

McDonald’s

Golden archesT-MobilBright magentaTiffany

Robin’s egg blueLivestrong FoundationYellow bracelets

Susan G. Komen Foundation

Pink ribbon

John Deere tractors are easily recognizable by their patented green and yellow

colorsSlide7

Colorism

Colorism refers to the use of skin tone as a status marker

Interracial prejudice surrounds skin color

“Whiteness” is often privileged over “Blackness”

Slavery and segregation in the U.S.

India’s caste system

Brazilian expression, “Money whitens”

Color complex

Refers more to intra-racial color prejudice

Belief in the superiority of light skin, European hair, Anglo facial features

Phenomenon

known as “passing

”

“bleaching syndrome” using products to lighten one’s skin

Color and Race/EthnicitySlide8

We often equate colors with moods

seeing redgreen with envy

feeling bluetickled pinkAmbient colors can affect moods ,emotionsPrimary colors: bold, lively, energetic

Pastels: calming, relaxingWarm colors; red, yellow, orangeCool colors; blue, green, purple

Color and emotionSlide9

Color and behavior

Food coloring is used to make many foods more appealing; cheese meat, produceFood color signifies freshness, quality, taste

Flavor preferencePeople snacked more when eating from blue plates than red plates

Hot chocolate tasted better in an orange or dark cream cup than a red or white cup (Piqueras-Fiszman & Spence (2012)

Red pen effect;

exposure to the color red activates negative attitudes, harsher grading

Color-aggression linkSome evidence suggests that wearing black uniforms correlates with aggressive behaviorColor and traffic tickets

Despite conventional wisdom, red cars are not more prone to traffic tickets

Color and behaviorSlide10

Subliminal influence

75% of Americans believe that subliminal messages are omnipresent in advertising, and that they work (Rogers & Seiler, 1994)

Why?James Vicary’s alleged movie theater experiment in 1957Wilson Brian Keys claims of planted images in advertisingSubliminals in Disney movies and other media

10Slide11

Types of subliminal messages

Embedded images: pictures or words that are hidden or flashed quickly (in 100ths of a second)

Sub-audible messages: sounds or words that are too faint to be heard, or are played at extremely high frequencies

Electronically altered signals: backward masking and other voice alterations

11Slide12

Subliminal

messageBelow (sub) the threshold (limen) of human perceptionExample: a message flashed so quickly that it can’t be

recognizedExample: a sound played so faintly that it can’t be heard

Embedding is a form of subliminal influence

Supraliminal

message

A message that is consciously recognized and processedExample: an image so faint that it is difficult to see

Example: a sound that is played quietly, yet is still audibleProduct placement is a form of supraliminal

influence

Definitions and conceptualizationsSlide13

The early years: A myth is born

James Vicary claimed to have flashed the words “eat popcorn” and “Drink Coca-Cola” on a movie screen

He claimed popcorn sales increased 58% and Coke sales increased 18%

Vicary’s experiment was never successfully replicatedHe later acknowledged the study was a

hoax

13Slide14

The prospect of “mind control” is

frighteningIt’s fun to entertain conspiracy theories

The popular press sensationalizes the issue

There are just enough isolated cases to keep the myth alive

However, the

mere

existence of subliminal images, does not prove their effectiveness

Methodological shortcomings

lack

of control groups

lack of double-blind procedures

possibility of bias or cueing

lack of replication

lack of rigorous “blind” review

Why the fascination?Slide15

What advertisers really do

Product placement is commonplace

Product placement is a form of supraliminal persuasionProduct placement may be subtle, but it is

not subliminal

The brand’s sponsors

want

15Slide16

Subliminal priming

has been well documented in controlled laboratory settingsStimuli can be perceived or processed without conscious awareness

Priming can produce changes in beliefs, attitudes, and behavior

Commercial applications of subliminal priming have not been demonstrated

Flashing “Starbucks” will

not

Subliminal primingSlide17

Subliminal priming

Priming occurs when a word is flashed quickly, then masked or covered up

The primed word is shown too quickly to be consciously recognized

The mask is removed and subjects see how quickly they recognize the wordSubjects who are primed recognize the word faster than subjects who are not

primed

SALT

####

mask

primeSlide18

An example of a priming study

Patton (1992) exposed “normal” and “bulimia prone” females to one of three subliminal messages:

A. “Mama is leaving me” (Separation anxiety message)B. “Mona is loaning it”C. “Mama is loaning it”

Afterward, the females were invited to participate in a taste-test involving crackers

The “bulimia prone” females who were exposed to

message A

ate twice as many crackers as the females in the other two groups

18Slide19

Cautions regarding subliminal priming

priming effects are short-livedThe subliminal prime must still be perceived, even if perception is without

awarenessThere is no proof of commercial viabilityBeware

of the fallacy that “presence” implies “effectiveness”Even in controlled laboratory settings, subliminal effects tend to be weak and

transitory

Difficulty

19Slide20

Neurolinguistic programming (NLP)

NLP is touted by motivational speakers and self-help books

Proponents claim that certain words possess nearly hypnotic power

People supposedly rely on internal representations which favor one sense over another

Words can appeal to visual, kinesthetic (tactile and visceral), auditory, olfactory, gustatory (taste) senses

Representational systems can be “read” via nonverbal cues or “accessing cues”

A person who looks up is relying on visual processing

A person who looks horizontally is relying on auditory processing

20Slide21

Neurolinguistic programming (NLP)

There is no evidence that certain words have a hypnotic effect on people

The direction of a person’s gaze is not a reliable sign of his/her thinking process

7 out of 8 studies examining a link between information processing and eye movements found no evidence supporting NLP’s predictions (Witkowski, 2012, p. 36)

“the

vast majority of research studies

21Slide22

Music as persuasion

Music can function as a mnemonic device or memory aidBackground music can

affect shopping paceenhance moodsimprove task performance

22Slide23

Music as persuasion

Music can function as both a central and peripheral cueMusic is widely used in

advertisingThe mere exposure effectRepeated exposure to a novel stimulus, such as a jingle, increases liking for the stimulus.Music as a mnemonic device

Like a good neighbor________ is there

Break me off a piece of that _________ bar

Background music

Affects mood, shopping behavior

Risk of habituation (desensitization)

23Slide24

Critics charge that rock and rap videos promote:materialism

drug useviolencesexual objectification of women

Advocates claim music videos:empower subculturesoffer social commentary

mirror problems already present in society

Music videosSlide25

Weaponizing music

Loud, blaring music was used during enhanced interrogationsUnpopular music has been used to discourage

loiteringDriving away adolescents with classical music

25Slide26

Aroma and persuasion

The fragrance industry is selling romance in a bottle

Fragrances function as peripheral cuesStudies on the effectiveness of fragrances are mixed

Aromas have been shown to:alter moodsimprove task performancemake shoppers linger in stores

26Slide27

Aroma and persuasion

Caveats and cautionsSmell preferences are highly idiosyncratic

Overreliance on smells could produce desensitizationSmells may result in counter-conditioning (boomerang effect)Some people are sensitive to smells (allergies, gag reflexes, etc.)

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