The relationship between the essay and the practical piece of work centres around forms of persuasive communication which influence behaviour. The practical concept is a form of guerrilla advertising which use more imaginative techniques, focusing on grasping the attention of the public in a more personal and memorable way. Within the essay I have mentioned how persuasion has become more complex within modern society, and new ways to target consumers are being utilised. Through extended research I have identified that guerrilla campaigns are an example of complex persuasion, as they use unconventional methods to persuade. Exploring the different methods of persuasion within the essay and the psychology behind why they work, helped me to develop further the possible negative effects that they could have within society.
Using the methods of persuasion that I have learnt about, I wanted to use them in a more positive light, to drive awareness to consumers of the possible negative effects that advertising can have. One of the methods I have mentioned within my essay is having a brand image which is established by a sharp contrast with what it is not, as well as 'tapping the pet hates of the target audience, so by bonding them with the advertiser by shared dislikes.' (O'Shaughnessy and O'Shaughnessy, 2004, p.79). I believe that the practical piece relates to this method as the campaign highlights clearly the negatives of advertisements and does so in an ironic way, using advertising to drive awareness of the negative effects of advertising. Consumers already have an awareness of some of these negatives, so by bonding over these issues it will encourage people to speak up and reject certain methods which lead to physical and psychological problems.
Another method mentioned within the essay is association related to a feeling of solidarity with others. The practical campaign concept encourages interaction by taking part in the 'rebellion', using the stickers and sharing it online. It hopes to join people together forming a movement of people rejecting negative advertising techniques. This in a way will provide group membership as anyone taking part will in turn be forming a group, which share the same beliefs and values regarding advertising. As more people see and take part in the campaign, this will act as social proof encouraging others to take part. By using 'real' people to promote the campaign it will make it appear more human and trustworthy, as identified within the essay this will make the audience more susceptible to the message.
The essay also explores association and how associating to a positive stimulus aids in persuasion. The practical concept is associated with humour and irony by using warning labels to promote awareness. This will increase the memorability of the campaign as well as the chance of people taking part. By using symbols and designs recognised within society as warnings, it symbolises authority. Which as discussed within the essay will make people more susceptible to the message, as well as making the campaign more noticeable. Symbols have been identified as a way of communicating as they substitute for direct information, that is why using this method and keeping the information clear and concise will help to establish and communicate the negative effects appropriately.
Overall the research within the essay has encouraged me to explore how I could use these persuasive methods ironically as a campaign of disruptive visual communication, to promote and drive awareness of the negative effects of advertising on society. I think that this practical exploration is important to show that persuasion can be used in different ways to influence. Having an awareness of the impact that these techniques have within society is crucial to limiting the negative effects. Together with the essay it provides a more thorough understanding of how persuasion works, why it works and what effect that can have.
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