Apply it! Exercises

Guantanamo Bay Terrorists: Coming to a Neighborhood Near You?
1. Analyze the characteristics of this message using the information from the textbook.
2. Do you think the fear employed in this message would be persuasive? Why or why not?
3. This message was produced by Who do you think was the intended audience of the video? Why? Would the message be persuasive to a different audience? Why or why not?
"I'm a PC"
Apple created its famous line of "Get a Mac" ads in an effort to get people to switch from PCs to Macs. Most of the ads depict PCs as being difficult to use, unreliable, and out-of-date. View several of these ads and analyze them from the perspective of the elaboration likelihood model. What type of computer buyers might be most persuaded by these ads? Are the ads appealing to central route processors, peripheral route processors, or both?

"Hello, I'm a PC"

"I'm a PC and Windows 7 was my idea"
5. The Microsoft Corporation responded to Apple’s ad campaign by producing its own series of ads dubbed the "I'm a PC" campaign and, later, the "I'm a PC and Windows 7 Was My Idea" campaign. In what ways do these ad campaigns address the critiques of PCs posed by the Apple ads?

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