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%)

Additional info for 1a:

High MAO/involvement attitudes: When MAO is high, Central-route processing: based on careful and effortful analysis of the message, central (more important) attributes and cues, More enduring attitudes, harder to change, stronger, more confident and accessible.

Low MAO/involvement attitudes: When MAO is low, Peripheral-route processing: based on more superficial analysis of the message, peripheral (less important) attributes and cues, Less enduring attitudes, easier to change, weaker, less confident, less accessible.

Additional info for 1b:

1) Cognitive

High MAO level:

Direct or imagined experience Reasoning by analogy or category Values-driven attitudes Social identity-based attitude generation Analytical attitude construction

Low MAO level:

Simple beliefs

Unconscious influences

The environment

2) Affect

High MAO level:

Emotional processing

Affective response

Attitude toward the ad

Low MAO level:

The mere exposure effect

Classical and evaluative conditioning

Attitude toward the ad

Mood