Use Excel to create your own diagram duplicating the Persuasion Matrix shown in Chapter 6. Choose a TV commercial or print ad and use the matrix to evaluate how it might influence consumers’ response process.
There are variables in the communication system that advertiser select. Don’t overthink this exercise… I am sure you have heard of the acronym KISS. Well, this would apply to this exercise. The goal of this exercise is to make you think in the light of how you see and comprehend the ad, then think of what indirect and direct variables that you can identify from the communication of the ad. Hint: Answer the four questions about the Receiver, Channel, Message and Source.
When submitting your assignment you can include your ad by attaching it separately, include it in your Excel document, or link to the ad that you selected.