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SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL AND BUILT ENVIRONMENTS
NAME: Carlson Ko
STUDENT ID NO: 0319564
WORD COUNT: 315
SOCIAL PSYCHOLOGY (PSY 30203)
ASSIGNMENT 1: SECOND INDIVIDUAL JOURNAL
LECTURER: MS. NORUL HIDAYAH
SUBMISSION DATE: 18TH DECEMBER 2014
Carlson Ko | FNBE April 2014 | Social Psychology (PSY 30203) | Second Individual Journal
This Lux advertisement was found in The Star newspaper on Saturday, 13th December 2014.
With a Tesco logo on the top, this advertisement features a man being seduced by a woman advertising
shower cream by the brand Lux. A prominent message “Ignite the Spark” stands out at the top of the
advertisement followed by the message “With Irresistibly Soft Fragrant Skin”.
In my opinion, this advertisement applies four persuasion methods. The first one is using
attractive communicators. Both the man and woman are dressed up elegantly. They are both good
looking and the woman is seen to have soft and fair skin portraying the image of Lux.
Next, credible communicators are used in this advertisement. When people see the man being
seduced by the woman because of her skin, people will trust the brand as the woman has soft and
smooth skin by using the product and men will be seduced if women use the product. The woman is
credible because her beauty is directly related to the Lux shower cream.
Not only that, this advertisement conveys messages that do not appear to change attitude. The
message “Ignite the Spark with irresistibly soft fragrant skin”, does not appear to manipulate the
readers’ attitude towards using the product Lux. It does not show tendency to persuade the readers to
use the brand. It is not directly related to the product itself as one can’t get seduced by men by having
only soft and fragrant skin by using the product.
Finally, the message “Ignite the Spark” is a message with emotional content. This message may
appeal to most young girls and women. They may be charmed by this mesmerizing messaged being
portrayed. This is an effective method of persuasion as emotional contents are much more appealing as
compared to logical analysis. This advertising mood is efficient to attract customers especially women
who want to have better skin.
Carlson Ko | FNBE April 2014 | Social Psychology (PSY 30203) | Second Individual Journal
Carlson Ko | FNBE April 2014 | Social Psychology (PSY 30203) | Second Individual Journal