Cinematic Persuasion

  • Uncategorized

CINEMATIC PERSUASION 10

CinematicPersuasion

Communicationis exceedingly important in informing as well as introducing peopleto new or emerging information. Persuasion is a form ofcommunication, where one becomes influenced to have a like or adislike concerning a particular product or item. Therefore, it isimportant for persuasion to be effective and follow ethicalinfluences. Films have been considered powerful aids in persuasionin fact, film has been considered as the most dominant weapon in theglobe for persuasion. In this assignment, cinematic persuasion willbe discussed. In the assignment, three peer reviewed journalsconcerning the issue of cinematic persuasion will also be discussed.

CinematicPersuasion

Cinematicpersuasion entails influencing people to adopt a certain item orbehavior through the use of films or moving images. The use of movingimages in persuasion has been considered as the dominant form ofpersuasion in the globe due to different reasons. One of the reasonsfor the cinematic persuasion being considered the dominant form ofpersuasion in the world is that millions of individuals in the globeare exposed to movies (Gass &amp Seiter, 2014). This implies thatthrough the use of movies, a vast number of audiences can be reached.Thus, it is feasible to reach a message to a large group of peoplethrough the use of movies. Another reason is that movies are usuallydesigned and told in a narrative form. Since they are told in anarrative form, one has to follow the story so as to know thestoryline of the movie (Gass &amp Seiter, 2014). In following amovie, it is important for the audience to lose himself/herself in animaginary world of the movie due to the suspension that the moviecreates. As the audience lose themselves in the films, their capacityto think as well as reason appropriately becomes hindered. This makesfilms to have a lot of influence amid audiences in the globe (Gass &ampSeiter, 2014). Also, the dominance of films in persuading peopleemanates from the reasoning that when individuals visit theaters theydo not expect to be persuaded but rather expect to becomeentertained. As a result of this, people become open to suggestionswhen they are watching films. Furthermore, films are dominant formsof persuasion because movies are usually crafted carefully. Themessages that emerge from watching films have a great persuasionbecause films are well-developed to influence the emotions of theaudience.

Movieshave the capacity to persuade the audience in an intentional orunintentional manner. For example, consider AnInconvenient Truth documentary.This documentary was developed to persuade the audience intentionallyso as to augment the awareness on global warming. Alternatively,other films such as JunoandWaitresshave an impact of persuading unintentionally because of theviewpoints that they hold (Gass &amp Seiter, 2014).

Moviestend to persuade in different ways and on varied levels. Some of thedifferent ways in which movies persuade include the exportation ofvalues abroad, the promotion of a popular culture, modelingbehaviors, viewer identification, cultivation theory, andperpetuation of stereotypes. Through these ways, films have differentpersuasion levels to different audiences. For instance, a movie maypersuade audience through promoting a certain popular culturehowever, not everyone would become persuaded by the promotion of theculture.

Reviewof Articles

Adkins,T. and Castle, J. J. (2014). MovingPictures? Experimental Evidence of Cinematic Influence on PoliticalAttitudes. SocialScience Quarterly,95:&nbsp1230–1244.

Theauthors of this article are Jeremiah J. Castle and Todd Adkins andthe article became published in 2014. The study that the articlepresents was carried out at Notre Dame University and the studydesired to investigate whether popular films that have politicalmessages have the potential of influencing attitudes (Adkins andCastle, 2014).

Hypothesisand Method

Thehypothesis of the study was that popular films have an influence onpolitical attitudes. In the study, the method involved thedevelopment of a laboratory experiment where the participants wererandomly picked and allotted to view a control film having nopolitical messages, a film having slight political messages, or afilm having explicit and strong political messages (Adkins andCastle, 2014).

Findingsand Conclusions

Thestudy carried out found that popular films have the capacity ofchanging political attitudes possessed by individuals particularly onissues which are unframed by media. Also, the study depicted that theinfluence carries on over period and is not usually moderated bypolitical knowledge, ideology, or partisanship (Adkins and Castle,2014). The conclusion is that the findings depict that a renewedintellectual desire in the political influence of films that arepopular is noticeably warranted and popular films can be used ininfluencing political attitudes.

Zampetakis,A.L., Lerakis, M., Kafetsios, K. &amp Moustakis, V. (2015). Usingshort films for the effective promotion of entrepreneurship. Journalof Global Entrepreneurship Researchvol. 5(23).

Thisarticle has been written by four authors who are Zampetakis,A.L., Lerakis, M., Kafetsios, K. and Moustakis, V. The article becamepublished in 2015 while the study became carried out in 2014. Thestudy involved in the article sought to understand the perceivedpreferences for various combinations of executional characteristicsof short films. The place of study was Greek Technical University(Zampetakis et al., 2015).

Hypothesisand Methods

Thehypothesis of the study was that short films can change the attitudeof students towards entrepreneurship. The method used in the studyinvolved Conjoint Analysis in identifying the elements of a film thatstudents consider effective in the promotion of entrepreneurship. Theattributes as well as attribute levels were established before theadministration of the Conjoint Analysis questionnaire. In thequestionnaire, two technical elements and three non-technicalfeatures associated with the message content of short film wereexamined. Lastly, the inclusion of emotions in the message contentwas examined. The data used in the study was collected from 221students doing engineering at Greek technical university, wheresurveys became administered individually during break time amidclasses (Zampetakis et al., 2015).

Findingsand Conclusions

Theattribute that was identified as the most significant element was‘characters participating’. The results from the conjointanalysis indicated that students perceived a short film to beeffective in the promotion of entrepreneurship when emphasis wasplaced on the characters participating in a film, when the length ofthe film was approximately seven minutes, and the content of the filmdid not include emotions. In conclusion, short films are criticalinfluential factors in a broad range of attitudes and actions. Thus,short films are significant in influencing perceptions (Zampetakis etal., 2015).

Sascha,T., Sandy, L., &amp Anna-Lena, F. (2013). Popcornin the cinema: Oral interference sabotages advertising effects.Journalof Consumer PsychologyVol. 24(2), 169-176.

Thisarticle was authored by three authors who are Sascha, T., Sandy, L.,&amp Anna-Lena, F. The article became published in 2013 and involveda study that was carried out at University of Cologne to establishwhether ecological situations like oral interference have an effecton advertisement (Sascha et al., 2013).

Hypothesisand Methods

Oralinterference such as eating popcorns as well as other snacks whenwatching commercials has an impact on the inner articulation of brandnames. The method involved inviting participants in two field studieswhere participants became invited to theater and presented withcommercials and thereafter with a movie. The commercials involvedproducts that were foreign to the participants. Half of theparticipants were given popcorn to consume for free during the filmsession the other half only received a meager sugar cube at thestart of the session. The sugar cube dissolved quickly and made mouthmuscles free to pronounce brand names (Sascha et al., 2013). In thefirst study, participants became invited to a lab one week followingthe cinema session and were presented with product images, whichparticipants were required to indicate the ones that they like. Halfof the products were absolutely new while the other half involvedproducts advertised in the commercials. In the second study, thepopcorn as well as commercial session procedure was carried out.However, participants were required to make consumer choices afterone week the participants were offered money that they were to spendin donating to charity and purchasing a skin lotion. There were sixcharity foundations and six skin locations out of which three charityfoundations as well as three skin lotions, had been advertised duringthe cinema session (Sascha et al., 2013).

Findingsand Conclusions

Inthe first study, it was found that participants who had consumed asugar cube preferred advertised products over new products anddepicted positive response for advertised products. Alternatively,participants who consumed popcorn during the commercials depicted noeffect on advertisement made through the commercials. In the secondstudy, participants who consumed a sugar cube showed positiveresponse to skin lotions and charity foundations, which had beenadvertised during the commercials since they were likely to purchaseadvertised products and offer donations to advertised charities(Sascha et al., 2013). However, participants who consumed duringcommercials did not show any advertisement effect. It can beconcluded that oral interference during commercials have an impact onadvertisement therefore, although film are considered to persuadepeople, films may not be effective in persuading individuals whenthere is oral interference such as consuming popcorns or other snacksduring the film (Sascha et al., 2013)

Discussionof the Review

Inthe article, MovingPictures? Experimental Evidence of Cinematic Influence on PoliticalAttitudes,it was found that films having political messages have an impact ofinfluencing individuals politically. This is a confirmation of whathas already been supported by other studies concerning cinematicpersuasion. According to Gass and Seiter (2014), films have apersuasion effect to the audience. In this article, this effect iswell depicted by political films having an impact of influencingpolitical behavior of the audience. This research is immenseimportance in supporting the idea of cinemas in influencing decisionsmade by the audience. Moreover, the research is of importance becauseit offers information that can help in persuading people politically.Political leaders can use political messages in films to influencepolitical orientation. In the second article, Usingshort films for the effective promotion of entrepreneurship,the article indicated that shortfilms can change the attitude of students towards entrepreneurship.This supports the idea that films have a persuading impact to theaudience. This is important since the research can be used byentrepreneurs in influencing audience to be conversant with theirproducts as well as purchase their products. In the third article,Popcornin the cinema: Oral interference sabotages advertising effects,the article indicated that films have an impact of persuading theactions of the audience. The article showed that through filmadvertisement, audiences become conversant with product and brands.This is in support with the idea that films have a persuasion role.However, the article has further indicated that oral interferencesuch as consuming popcorns and other snacks during watching films hasan influence of making advertisements ineffective in persuadingaudience. This research is of importance because it helps inunderstanding that oral interference may have an impact ofrestricting persuasion of cinemas towards the audience. Entrepreneurscan apply such information and ensure that they make full benefit ofthe film advertisements.

Conclusion

Fromthe review, it is worth noting that films are critical in persuadingthe audience to follow a certain course. When used effectively, filmshave the potential of influencing the decisions made by the audience.However, when not used effectively, films may not persuade theaudience as required. Thus, it is important for those using cinematicpersuasion to ensure that they use the communication tooleffectively. For instance, since it has been indicated that oralinterference may have an impact of making film advertisementsineffective, then users of cinematic persuasion should avoid oralinterference when advertising. Therefore, films are importantelements that can be used in persuading people in different areas.

References

Adkins,T. and Castle, J. J. (2014). MovingPictures? Experimental Evidence of Cinematic Influence on PoliticalAttitudes. SocialScience Quarterly,95:&nbsp1230–1244.

Gass,R. H., &amp Seiter, J. S. (2014). Persuasion,social influence, and compliance gaining.Boston: Allyn &amp Bacon.

Sascha,T., Sandy, L., &amp Anna-Lena, F. (2013). Popcornin the cinema: Oral interference sabotages advertising effects.Journalof Consumer PsychologyVol. 24(2), 169-176.

Zampetakis,A.L., Lerakis, M., Kafetsios, K. &amp Moustakis, V. (2015). Usingshort films for the effective promotion of entrepreneurship. Journalof Global Entrepreneurship Researchvol. 5(23).

Close Menu