The Government Wants to Reduce the Number of Accidents Caused by Drivers Exceeding the 30 Mph Speed Limit in Built-Up Areas. an Advertising Company Is Asked to Create a Television Advertisement to Persuade Drivers to

If the television company were to follow the Hovland-Yale model, they would have to plan out the advertisement in 3 steps as their medium will be the television. The first step is the communicator/source in which the company will have to find someone that will persuade their target audience such as a celebrity or an expert to get the message. This could be Richard Hammond who is one of the presenters of the ever popular motoring show Top Gear and has been involved in a car accident in the past. Research has shown that an expert who knows what he is talking about is more likely to be listened to than a non expert. The second stage is the message where the content of the message is very important in order to help the audience make the decision not to exceed 30mph in built up areas. Research has shown using fear and including two-sided arguments are very effective in persuading people. In this type of scenario using fear in showing why it is dangerous to exceed 30mph is key. Therefore the company might show Richard Hammond talk about his experience in the car crash, with the crash re-enacted or images showing why it is dangerous exceeding 30mph. He could also repeat government official stats that show how many people are involved in car accidents when exceeding 30mph as repetition has more of an impact on the audience. This can affect the audience with moderate levels of anxiety. They may have Richard talk about how he enjoys driving fast but within certain boundaries that should not be crossed. So in essence he is giving a two-sided argument. The third stage is the audience where the company decides who to target. Obviously those who drive are the target audience and people who use cars everyday so the target population is very big. The company may persuade younger drivers as they may have low self-esteem when compared to older drivers about driving certain speeds in built up areas. Older drivers may have higher self esteem when it comes to driving as they have...