We also know that the way you structure the message itself helps to determine how persuasive it will be. And indeed very subtle aspects of the way a source delivers a message can influence our interpretation of what he or she says. Here's an example. Should we talk about you, we, or the study found that if a source refers to the brand as you, we are more abstractly the brand that changes how people feel about the product. A more intimate reference can bolster feelings about brands with whom the customer has a positive relationship. But it can also be off putting if it's inconsistent with how the person feels about the product.
So just that one little word can make a big difference. A brand wants customers to see it as a friend. By depicting a model using it is more effective when the product image appears horizontally and near the model. On the other hand, if a brand wants customers to see it as a leader, the advertiser will have better luck if it physically places the brand above the user, and farther away. So what are the most important features to include in a message and analysis of more than 1000 commercials identified the factors that determine whether a commercial message will be persuasive. The single most important feature is this.
Does the communication stress a unique attribute or benefit of the product? Let's flip the question a bit and ask what is it that turns viewers off when they are exposed to commercial messages? landmark study of irritating advertising, examine more than 500 primetime network commercials that had registered negative reactions by consumers. Here are the factors that the study identified that led to the most negative responses. When the situation is contrived or overdramatized. A person is put down in terms of appearance, knowledge or sophistication, and important relationships such as a marriage is threatened.
There was a graphic demonstration of physical discomfort. Or Finally, the commercial creates uncomfortable tension because of an argument or an antagonistic character. takeaway here I guess is Don't work too hard to make your point or you'll shoot yourself in the foot.