The Science of Persuasion

Objectives During this section, you will  study how marketers use scientific information to appeal to your needs as a human being  use reading skills and strategies to understand and interpret informational text.  examine how our previous knowledge of archetypes and symbols, specifically colors and shared human experiences, are used by the media to influence our choices.

Essential Question: How does the media use science and psychology to influence the way we perceive information?  By the end of this station, your goal is to have a total of ten (10) entries for your EEJ.  Your entries should include EVIDENCE from the material presented (left hand column) – this can be quotes, facts, statistics, or paraphrased ideas you encounter  …and it should include the EXPLANATION of how that particular piece of evidence answer the big essential question listed above in yellow (right hand column).  Listen, watch, and read critically to come up with meaningful entries that will assist you with your End-of-Unit essay for our Media Literacy Unit.

Video Clip – “The Science of Persuasion”  Click on the following link and watch/listen to the information presented for your EEJ entries for this twelve (12) minute video. The following will guide your viewing:  1. What are the 6 “shortcuts” we as human beings use to guide our decision making process?  2. Which of these 6 ideas have you used recently to make a decision to purchase something you’ve longed to own?  3. Video link:

Articles  Select one of the following scientific articles to read in its entirety. Select quotes from the article to fulfill your EEJ requirements.  1. “Advertising as Science,” Clay, R. American Psychological Association;  2. “Psychology of Advertising,” Tartakovsky, M. PsychCentral; psychology-of-advertising/ psychology-of-advertising/  3. “Ulterior Motives, What Does Advertising Do? When You Don’t Pay Attention to Ads, They Affect You,” Markman, A. Psychology Today; motives/201008/what-does-advertising-do motives/201008/what-does-advertising-do

Using Color to Persuade  Click on the following link to refresh your recollection regarding some of the symbolic meanings of the use of color in literature. psychology.com/meaning-of-colors.html psychology.com/meaning-of-colors.html  Now click on this link to see how those colors have been used in some of the most iconic logos in the history of advertising logo-design/ logo-design/  What connections do you see regarding the symbolic use of color and modern advertising logos?  What are your picks for the Top 5 Most Memorable Logos, and how is color psychology used in them?  Remember to include entries from these websites in your EEJ

Archetypes in Advertising  Browse through one or two of the links below, within which are embedded some videos of advertisements clearly using archetypes in their messages. Which of the archetypes do you recognize? (Note: some of the embedded videos have been removed/blocked, apparently due to copyright infringement)  1. “Use of Archetypes in Advertising,” html html  2. “SuperBowl Advertising – 8 Archetypes in Advertising” by-randall-rozin/16137/ by-randall-rozin/16137/  3. Archetype Fueled Branding 101: Helping Others Succeed With the Caregiver Brand Branding-101-the-Saintly-Caregiver Branding-101-the-Saintly-Caregiver  Remember your EEJ entries for this section.

Wrap it Up:  1. Ensure that you’ve gathered your 10 EEJ entries  AND  2. Write a paragraph summarizing what you will take away from this station  Write this paragraph as if it were the “Summary” portion of Cornell Notes.