Deliverable Length: you will write a paper 7 pages (5 pages of content = 1600 words + 1 title page + 1 reference page) in length, in APA format (including at least 4 scholarly references)
You will be attending an upcoming psychological conference on psychology and mass media. While packing for the conference, you are struck by a particular advertisement you see on television. You have seen this same product advertised in magazines, on the radio, on billboards, and on the Internet. This commercial has you thinking more about the interplay between psychology and mass media. You decide to analyze the advertising campaign and use it as an example during the conference.
Using a psychosocial perspective and media research, you will analyze a product campaign to fully demonstrate your understanding of the effects and impacts of propaganda, social influence, persuasion, and attitude changes on society. You will also examine how your own behaviors are influenced by popular media and mass communication.
Select a company that is currently promoting one of its products and has an extensive advertising campaign running at this time.
Commitment or Consistency: Do you feel a sense of commitment or need for consistency because of the campaign?
Social Proof: Do you feel a sense of social approval because of the campaign?
Likeability: Do you like the people in the campaign?
Scarcity: Does the campaign imply a scarcity of the product?
Discuss your understanding of the media effects of the campaign, and include information on the following:
Micro-level effects: How does the campaign affect individuals?
Macro-level effects: How does the campaign affect groups or communities?
Identify a minimum of 2 research articles on related media effects that have been studied in the past as they relate to individuals, groups, and your product or similar products.
Include any media research and available data that are specifically related to your product and the advertising campaign.
Reading and Learning Materials
Use these resources to help you complete this assignment:
Examine the ways that individuals perceive, interpret, use, and respond to information and images in mass media.
Explore the interactions between psychology and the many forms of media available.
Please find attached the instructor’s file named “Helpful Information for Individual Projects” and a “student example of this Unit 1 Individual Project” also provided by instructor for a guidance for this IP. Hope these files are helpful . Any questions, I am here.
Answer preview
The reciprocity principle refers to an exchange relationship between parties in that one party offers something, and the other party gives something in return. Nike has manipulated the emotions of its customers, and the reciprocity principle exists in its adverts. Kocheilas (2018) says that Nike’s advertising encourages people to interact with the brand since it does not focus on encouraging people to try the brand. At Nike, people are developing a relationship with the brand, and the relationship is mutual. Nike empowers its customers to break barriers with the Just Do It tagline, and customers reciprocate by buying the sportswear. According to Kocheilas (2018), Nike’s reciprocity is not what the brand does for the customer but instead what the customer does with Nike.
. Any questions, I am here.
