Since the early 1990s, global television viewers have been presented with ever-increasing, putatively novel, forms of commercial speech. Such forms include advertorial, programme sponsorship, paid-for 'considerations' and infomercials. Typically, scholars have focussed on these forms of commercial speech as part of, or an adjunct to, other, wider, concerns, such as the impact of regulatory change. One result is that the forms themselves are not interrogated as thoroughly as they might be, with the consequence that they (and their component factors) may be assumed, rather than understood. This article remedies this situation by empirically describing the infomercial form and by critically examining the appeal of that form in relation to three main actors in the television ecology: advertisers, broadcasters, and audiences. Specifically, the article builds on data from three sources. First, relevant popular and academic publications have been used to outline the contemporary state of the industry. Second, I draw from a series of semi-structured interviews conducted with infomercial and television industry practitioners. These took place in Auckland and Wellington, New Zealand. Third, I conducted four focus groups in Auckland, with two groups of open ages (participants here possibly had some experience viewing public service television) and two groups of adolescents (participants only had experience of the post-1990 highly commercialised television environment). The term 'infomercial' refers to television commercials (usually either two or twenty eight minutes in length) which feature products or services that promise personal transformation. Weight-loss, personal wealth and increasing individual skills and confidence are typical sites of this transformation. Infomercials are also typified by a high energy, over-the-top persuasive language, repetition of key phrases (such as 'But Wait! There's More!'), and relatively low-end production values. They also occupy timeslots that are otherwise uneconomic for television networks, that is, those times in the schedule where mainstream advertisers do not place commercials because the audiences are too small to be usefully measured. In practice, such timeslots on free-to-air television are late at night, early weekday mornings, and during the weekend. Show We’ve updated our privacy policy so that we are compliant with changing global privacy regulations and to provide you with insight into the limited ways in which we use your data. You can read the details below. By accepting, you agree to the updated privacy policy. Thank you! View updated privacy policy We've encountered a problem, please try again. Part 5: Message types A persuasive message is the central message that intrigues, informs, convinces, or calls to action. Persuasive messages are often discussed in terms of reason versus emotion. Every message has elements of ethos, or credibility; pathos, or passion and enthusiasm; and logos, or logic and reason. If your persuasive message focuses exclusively on reason with cold, hard facts and nothing but the facts, you may or may not appeal to your audience. People make decisions on emotion as well as reason, and even if they have researched all the relevant facts, the decision may still come down to impulse, emotion, and desire. On the other hand, if your persuasive message focuses exclusively on emotion, with little or no substance, it may not be taken seriously. Finally, if your persuasive message does not appear to have credibility, the message may be dismissed entirely. In general, appeals to emotion pique curiosity and get our attention, but some attention to reason and facts should also be included. That doesn’t mean we need to spell out the technical manual on the product on the opening sale message, but basic information about design or features, in specific, concrete ways can help an audience make sense of your message and the product or service. Avoid using too many abstract terms or references, as not everyone will understand these. You want your persuasive message to do the work, not the audience. Typical format of a persuasive messageThe four parts of a persuasive message are shown in Table 4.7.1. Table 4.7.1. Four parts of a persuasive message
Your persuasive message will compete with hundreds of other messages your audience receives and you want it to stand out (Price, 2005). One effective way to do that is to make sure your attention statement (or hook) and introduction clearly state how your audience will benefit. For example:
Regardless of the product or service, the audience is going to consider first what is in it for them. A benefit is what the audience gains by doing what you’re asking them to do and this is central to your persuasive message. They may gain social status, popularity, or even reduce or eliminate something they don’t want. Your persuasive message should clearly communicate the benefits of your product or service (Winston & Granat, 1997). Strategies for persuasive messagesYour product or service may sell itself, but you may want to consider using some strategies to help ensure your success:
These four steps can help improve your persuasive messages. Invest your time in planning and preparation, and consider the audience’s needs as you prepare your messages. Figure 4.7.1 provides an example of a persuasive email message.  Figure 4.7.1 Sample persuasive email In this message, the writer has combined emotion and reason and reinforced their credibility in order to create interest in their service, hopefully leading to a sale. ReferencesWhat are examples of persuasive messages?A persuasive message is the central message that intrigues, informs, convinces, or calls to action.. Will the product or service save time or money?. Will it make them look good?. Will it entertain them?. Will it satisfy them?. What are the 5 types of persuasive writing?Kinds of Persuasive Writing. TV commercials or print ads.. Newspaper editorials.. Personal opinion or thought pieces.. Political speeches and literature.. Songs and poems.. Love letters.. Why are persuasive messages often indirect?Because many persuasive messages are given to audiences that are not likely to agree with the presenter, they are often designed to use the indirect approach. The direct approach is most effective when used for an audience that is ready to hear your proposal. A) appeal, indirect, direct, action.
What are the 3 examples of to persuade?Example Sentences
He persuaded his friend to go back to school. She couldn't be persuaded to go. He would not let himself be persuaded into buying the more expensive stereo. I am not easily persuaded.
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