Foulger Davis talks about variables in his article, “A Model of Persuasive Process. These variables relate and for advertisers to realize their advertising goals, they should effectively measure them to persuade the audience. For instance, the New Moon should measure some of them in determining the advantages and limitations of their persuasion strategies. To begin with, it has to measure the source credibility. It acts as a distraction that affects either the consonant or the counter argument. An increase in the source credibility has to increase the consonant argument of the message while a decrease in credibility should increase the counter argument of the message. Secondly, it has to measure learning, which is affected by various variables like message complexity and evaluative focus. Another important variable is relevance. Choice and initial attitude are also other variables that the New Moon Company has to measure in determining whether its persuasion strategies have advantages or disadvantages. All these variables can be measured through conducting surveys and researches on consumers through provision of different types of persuasive messages and noting collecting data on their reactions. The results could then be used to draw out percentages or graphs that show the relationship of those variables and their effects in advertising the product.
Abalone ads provide sufficient motivation, opportunity and ability to the audiences. They motivate the audience into buying them because of the company’s reputation in Singapore as the best selling of the brand. The company offers abalone from various parts of the world and this gives the audience an opportunity to choose. Research by Nielsen shows that the company’s abalone product contributes to a market share of over 65% and this gives ability to persuade. Moreover, the advertising objectives to increase sales are effective as revealed by Nielsen’s research.
Bibliography
Adler, Ronald B., George R. Rodman, and Carrie Cropley. Understanding Human Communication. New York: Oxford University Press, 2012.
Cipolla-Ficarra, Francisco V. Persuasion on-Line and Communicability the Destruction of Credibility in the Virtual Community and Cognitive Models. New York: Nova Science Publishers, 2010.
Seiter, John S., and Robert H. Gass. Perspectives on Persuasion, Social Influence, and Compliance Gaining. Boston: Allyn and Bacon, 2004.
