communication 104 , wvu,

please find attached files two online activities. need your help answering those questions Activity 14_ Persuasion – A Tale of Two Routes.docxActivity 15_ Ethics and Emotional Appeals.docx
activity_14___persuasion___a_tale_of_two_routes.docx

activity_15__ethics_and_emotional_appeals.docx

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Activity 14: A Tale of Two Routes
Instructions: In class we discussed one of the major theories of persuasion, the Elaboration
Likelihood Model (ELM). For this activity, you will apply your knowledge of the two routes of
processing proposed by the ELM (i.e., the central and peripheral routes) to identifying the extent
to which components of a sales pitch on the popular show Shark Tank encourage each of these
routes. Refer to class notes from Unit 13 (Persuasion and Public Communication) as well as the
Booth-Butterfield (n.d.) and O’Keefe (2012) readings from Unit 13 to help you complete this
activity.
Choose any sales pitch from Shark Tank during which entrepreneurs ask the Sharks to invest in
their product. You may choose any sales pitch that is available to you on Youtube. Then, respond
to the following:
(1) Identify 3 message factors from this clip that encouraged central route processing about
investing in the product and describe why they are relevant to the message argument of
investing in the product.
(2) Identify 3 message factors from this clip that encouraged peripheral route processing
about investing in the product and describe why each is a heuristic cue rather than a
message that supports the message argument of investing in the product.
(3) Are the Sharks more likely to process centrally or peripherally? Why? Make sure to
discuss this in terms of your motivation and your ability to process the message.
(4) When YOU watched this video, did you use central or peripheral route thinking? Why?
Make sure to discuss this in terms of your motivation and your ability to process the
message.
This activity must be submitted to eCampus as either a text submission or an attached file no
later than 11:59pm.
Activity 13: Marketing Ethics
Instructions: In class, we discussed how ethics are socially constructed. What is “right” and
“wrong” to one person may not be to another. We have also examined several marketing appeals
advertisers use to persuade consumers to purchase their products. For this activity, you will need
to consult units 7 and 13.
First, take a look at this advertisement: https://youtu.be/SfAxUpeVhCg
Based on the video that you just watched please answer the following questions:
(1) What emotional appeal was used in this video?
(2)
Was it ethical/unethical?
(3)
Why or why not?
Next, take a look at this video: https://youtu.be/ux_LyPbO7Kg
In that video, there were several “tricks” marketers use to make their products look more
appealing. Based on what you saw, please answer the following questions:
(4) Because ice cream often melts when stylists take pictures of it, they use mashed potatoes
instead of ice cream for their photoshoots. Is this ethical/unethical?
(5)
Why or why not?
(6)
What you see in the advertisements is not what you necessarily get when you go out to eat
at a restaurant. Is it ethical/unethical for advertisers to try to sell their “best product” to
customers, knowing the product might not look exactly like what was in their pictures?
(7)
Why or why not?
Finally, please refer to this final video: https://youtu.be/M-HrTC8QCbM
Of the 10 misleading marketing tactics mentioned in this video, choose one, and answer the
following questions for it.
(8) As a viewer of this advertisement, what ethical obligations apply to you when you come
across such a message?
(9)
As a viewer of this advertisement, what ethical obstacles might make it difficult to abide to
such obligations?
(10) Do advertisers’ intents change whether their messages are ethical or unethical? If so, how?
Please explain using examples from your above answers.
This activity must be submitted to eCampus as either a text submission or an attached file no
later than 11:59pm.

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