In an article by Kendra Cherry, she states, “The goal of persuasion is to convince the target to internalize the persuasive argument and adopt this new attitude as a part of their core belief system.” The video I chose to incorporate in my blog is a commercial about animal cruelty. Sarah McLachlan is singing and speaks in the clip to make people understand the help that abused animals need. The video is trying to persuade the audience to make a difference in the lives of the animals being affected. The video uses various factors of persuasive communication that help make the video more effective. It uses suggestions for action, which is a key principle of persuasion, because it encourages the viewers to call the number given and to join BCSPCA.ca to help contribute to those animals who need their help the most. By suggesting this plan for action, the sponsor is hoping that more people will get involved. The video also uses the factor of clarity of the message. The video is very clear because the audience is able to understand the message easily and the audience knows what the sponsors are trying to get them to do, which is to help the animals. Since this commercial uses these elements, it is more likely that the message will persuade the audience like it was intended to do. In a blog by Steven Nguyen, he states that an effective way to peruading the targeted audience is to understand the audience. This means that you must determine how the people you aim to persuade will make the decisions you are hoping to encourage. I believe that this video follows this concept as well.
Our book defines public relations as the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. It also defines publicitiy as disseminating planned messages through selected media to further an organization’s interests. Publicity is a component of public relations. They both attract the public’s attention to promote certain things. In a blog by Brian Clark, he states that, “publicity is something that helps you connect with people who don’t know about you yet, or those who may have heard about you, but are still on the fence. The emerging social media environment allows you to connect with these people in a whole host of ways outside of the mainstream media.” This seems very true. An example of publicity from our book, is when Norelco Phillips introduced a new shaver that was for men name Bodygroom. They drew publicity for the product by citing a phone survey that concluded that more than half of the males would rather have a hairless back than any other part of the body. Doing polls is a great form of publicity. An example of public relations is when firms have press releases for certain products or of events going on. Both publicity and public relations create awareness of something being promoted to the public. A difference is that publicity is free media. Although these two are very similar, it is very clear that they have their differences.