Before attempting the first task, please refer to the 2 advertisements below.

Ad 1: Extinct Emoji by WWF (https://vimeo.com/546710402)

Ad 2: Rang-tan; the story of dirty palm oil by Greenpeace (https://www.youtube.com/watch?v=TQQXstNh45g)

Both WWF and Greenpeace are working towards the same objective in the 2 campaigns - to save endangered animals. Each organisation is using certain approaches to persuade people to form an attitude towards the cause being communicated.

1a. Using the Elaboration Likelihood Model of persuasion (ELM), identify and discuss which route to persuasion is being implemented by each firm (5%). Which of the two routes is more effective at persuading the audience and why? (10%) (Hint: Refer to the high and low MAO situations to explain the second part of the question)

1b. In persuading and influencing the attitudes of the audience, the organisations employ both cognitive (thoughts) and affect (feelings/emotions) based tactics. For each of the 2 ads, discuss in detail one cognitive-based and one affect-based tactic that has been used by the firm to persuade the audience. (15%)