The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique will be to create ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin. Which of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?

Question

Quizplus · Accepted Answer

The proposed technique of creating multiple 15-second spots is a strategy to account for the two-factor theory of message communication. This theory suggests that persuasive messages need both cognitive (rational) and affective (emotional) components to effectively influence attitudes and behavior. By creating multiple commercials that demonstrate different reasons for using Bayer Aspirin, the agency is able to appeal to both cognitive and affective components of message processing. Additionally, the shorter 15-second format may help to increase attention and reduce the tendency to tune out the commercials, which is another factor addressed by the two-factor theory.

The Berry and Dale Advertising Agency Has Proposed a New