Secondary Research- Book

This article is very specific towards advertising, addressing small details when put together are pivotal for a successful advertisement. The article claimed that advertising can have a variety of effects on the human thoughts, attitudes, feelings and behaviour. So by addressing this within my advertisement, it could lead on to my advertisement being successful because the attitudes and feelings of the audience would have been affected. The article also suggested what the major media are, which included television and the Internet. Additionally, this article emphasises the three main forms of persuasion which are argument, emotion and endorsement. Taking this into account, I would have to make certain that my advertisement included at least one of these forms to ensure that my audience were captivated but also persuaded. Moreover, the article implies that repetition is more likely to be effective to persuade the performer. This repetition could be in the form of a series and if this leads to the audience being persuaded, this could be a route that I could go down. Near to the end of the article it focuses on endorsements, particulary celebrity endorsement, this would be ideal to use because it would captivate the audience easily but it would be incredibly difficult to use a celebrity within my advertisement.

 Gerard J. Tellis (2004). Effective Advertising. United States of America: Sage Publications. 203.