The Conclusion of "Analysis of 'Persuasion in the Media Age'" (part 26)

Creating Mediated Persuasive Messages

So far, in this in depth analysis of Persuasion in the Media Age by Timothy A. Borchers, we have discussed how to create persuasive presentations. While many of the theories we have discussed in this analysis hold true for creating mediated persuasive messages, there are elements related specifically to the medium of the message that warrant special attention. You need to take into consideration unique aspects of the medium for which you are creating. To conclude this analysis we will explore some of the ways that you can create mediated persuasive messages. Keep in mind that a complete discussion of the topics that I covered in this analysis is beyond the scope of this piece and that you should look for this book and others or classes at the higher institute of learning of your choice that fully cover these topics to learn more if you wish.

Print Advertising

A popular medium for persuasion is called print advertising . Whether designing an advertisement for a newspaper or magazine or simply creating a flyer to hang in high pedestrian areas to promote an event, follow the guidelines here to create a persuasive document. The first part of the advertisement that your reader will notice is the headline. The headline generally uses the largest type-face of the advertisement. Usually it appears at the top of the ad but often is placed in the middle or at the bottom. Here are some tips for creating a headline:

1. Use the headline to capture the attention of the reader.
2. The headline should lure the readers into the body (or middle) of the hard copy.
3. The headline should also make a connection to the reader, like receiving some benefit from the product or service advertised or it may reinforce a brand name which with the reader is familiar.

It is always a good idea to include a visual image to attract the readers' attention in print advertising.

Write in the second person, using the word you. Be specific by avoiding generalities and vague words. Use the present tense and active voice whenever possible. Test your copy by reading it aloud, and rewrite if necesarry.

Video Advertising

As we have seen throughought this analysis, television is the dominant medium in the United States today. Television is used to advertise products nationally, regionally or locally. Persuaders who are good at using the television medium enhance their chances of identifying with audiences.

Websites

The Internet has unique characteristics that make it challenging to use as a persuasive medium. Hypertext links allow users to create their own order for the information, or to leave the site whenever they wish. Additionally, the computer screen presents challenges. It is also difficult to read large quantities of information on a screen for a long period of time. However, the integration of text, color, visual images and audiovisual information provides unique opportunities to persuadfers as well. 

In Sum

Persuasive presentations require an understanding of the audience, careful attention to arrangement of ideas, thorough investigation of information to support the ideas of the speech, and eloquent delivery. By learning how to use these tools effectively, persuaders can influence the attitudes of audience members.

End