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Subject : Media and Literacy Information Quarter : 1

Topic : Media, Society, Culture & You
Week : 2 Notes : 2
Let’s LEARN: Principles of persuasion used by advertisers
Media and Information Literacy equips learners with the 21 st century skills
needed by them to compete with the unending developments in technology.
“Society not only continues to exist by transmission, by
communication, but it may fairly be said to exist in
transmission, in communication.” — John Dewey in
Democracy and Education, 1916
Definition of Terms
Communication: pertains to a purposeful exchange of information and
messages between people or groups of people by speaking, writing,
gestures, and signs.
Messages: refer to any form of communication (information, feelings, and
ideas) passed or transmitted using a channel. Turow (2007) described
them(messages) as a collection of symbols that appear purposefully
organized (meaningful) to those sending or receiving them.
Media: are the methods or tools in which information can be exchanged
and communication can be facilitated.
Interpersonal Communication: refers to the communication between
two persons, whether they are verbal or non-verbal.
Mediated Interpersonal Communication: refers to the process where
technology stands in between the parties communicating and becomes the
channel by which the message is sent or received.
Mass Communication: refers to communication systems used to create,
produce, and disseminate media texts to mass audiences. Traditional forms
of mass communication consist of newspaper, radio, television, and film, it
is also understood that in mass communication, there is no immediate
feedback between the source and the receiver.
Organizational Communication: refers to communication useds in the
business environments
Media and Information Literacy: refers to the essential competencies
(knowledge, skills, attitudes) that allow citizens to engage with media and
other information providers effectively, and develop critical thinking and life-
long learning skills for socializing and becoming active citizens.
Advertisements done through technology has afforded us with opportunities
to update ourselves with the new developments in the world. Just like the
following advertisement below. It is not just a simple video that we can
play and watch. It is a video that will remind us how to stand and strive
harder to survive.
Video
Title: THE SEED // Inspirational Short Film
Link: https://www.youtube.com/watch?v=sVPYIRF9RCQ
Media and Information Literacy provides learners with ample opportunities on
its usability in obtaining information in an easy manner.
There are seven principles of persuasion which are used by advertisers to

Reciprocity We are obliged to give if we have been given something.

If it’s scarce, we want it more. Use this by highlighting
Scarcity
the Benefits, Uniqueness, and Possible Loss.
We are more likely to comply with a request if it is
Authority
coming from a perceived authority/expert.
We want to be consistent with our past commitments,
Consistency
even if the initial commitment is much smaller
We like people who are similar, who give us compliments
Liking
and who cooperate with us.
If others (especially if similar others) are doing it, then
Consensus
we are likely to do ourselves.
attract people and to patronize their products.Advertising is at the front of
delivering the proper message to customers and prospective customers. The
purpose of advertising is to inform the consumers about their product and
convince customers that a company's services or products are the best,
enhance the image of the company, point out and create a need for products
or services, demonstrate new uses for established products, announce new
products and programs, reinforce the salespeople's individual messages, draw
customers to the business, and to hold existing customers.
What are the Purposes of Advertisements?
For a given market target, there are six purposes which an
advertisement seeks to attain. It is possible to achieve more than one
type of objective with one single campaign; but that is both difficult and
costly.
Basic purposes of advertisements:
 Awareness;
 Reminder to use;
 Changing belief about the brand;
 To assist salesmen in marketing products;
 Generating direct sales;