Chapter Questions
Explain the concept of source credibility using the Lynx Jet minicase to illustrate your response.
Why do advertisers use spokespersons in their advertising? Find examples of each type of spokesperson.
Discuss what is meant by the term 'balance' when applied to an advertising message.
How might an understanding of conclusion drawing assist the development of an advertising message?
Select five print advertisements and comment on the nature and extent to which the order of presentation features in each of them.
Under what conditions would an informational appeal best be used?
Find examples of advertising messages that are predominantly information-based appeals.
Make notes concerning the issues that can arise from using a shock- or fear-based message appeal.
Why do you believe emotional appeals are more effective than information-based appeals?
Explain the difference between informational and transformational motivations.