We will do this through a peripheral route because students are generally mentally fatigued to be able to engage in the central route to persuasion. Although many students demonstrate cognitive complexity, we believe our message will resonate with our target audience because they are students living busy schedules. College has been proven to be one of the most stressful times in a person’s life. Managing the different responsibilities of school, Greek life, and athletics causes students to find different ways to complete their required daily tasks.
Although there are counter arguments to our message, we are prepared to refute them. People may believe energy drinks are more effective than coffee due to the larger amounts of sugar and caffeine;
…show more content…
Although energy drinks are convenient and can supply people with a quick burst of energy when burnt out, it can also lead to weight gain, cardiac arrests, and vomiting (HRF, 2014). The two-sided arguments used to build the campaign are in effort to acknowledge the potential counter arguments and to offer a sense of choice and freedom to UMD students. According to Leon Festinger’s Cognitive Dissonance Theory (1957), people tend to readily remember information that is consistent with their beliefs, and therefore it would lead to not paying much attention or being able to retain things that cause more dissonance. Again, if students believe that consuming energy drinks are harmful, which is what our survey seems to suggest, then students would remember all the negatives versus the positives. First, we present any possible counter arguments, followed by the argument we put together. The order in which we place is vital. Placing our argument last will potentially resonate with students and will help retain the information. We plan to approach the consumption problem by appealing to their emotional attachments towards physical appearance and logic to support claims. This relates to Aristotle’s pathos and logos methods of persuasion (Brizee, Driscoll, & Ethan, …show more content…
Our spokespeople or groups will engage in face-to-face interaction with students coming in and out of beverage vendors that sell energy drinks. For example, the Stamp convenient store and Footnotes Café in Mckeldin library are two locations with high traffic flow on a regular basis. To gain more visibility around campus we will create flyers and posters with anti-energy drink messages placed along the walkways and sidewalks, without the need of spokespeople. In order to become more flexible with student schedules and for practicality, establishing a social media presence is the best channel we utilize to reach our audience. This is because doing so would have the highest yield of views to our message. In particular the social networking site Facebook, which is comprised of 71% of online adults (Pew Research Center) and Instagram, which is a image heavy platform and skews towards women (Smith, 2014). Our formative research did not directly address what would be the best avenue to distill this message in our audience because solid data exists surrounding site engagement from college aged students. In particular, 89% of Internet users who use social networking sites are between the ages of
The presentation will also emphasize how persuasive advertisements can have significant effects on society, including society’s ideological perception of products and their contribution to the nation’s overall health. It was even found to have more Kilojoules than an average Mars Bar! In fact, the study found that most muesli bars usually have more than 1000 Kilojoules. See how misleading advertisements and packaging can be! These clever marketing techniques give extremely sugary foods a healthy perception to make it more enticing to buy – even though it’s still not healthier than confectionary.
Gatorade is a sports drink and nutritional supplement manufacturer that provides a line of products that athletes may use to hydrate, recover and fuel their body while they practice and compete in competitive sports. Gatorade, in their commercial “Your Game is Our Lab,” they claim, “This (athlete's place of training or competition) is our lab. It’s where we learn everything we know. Where we study the athletic body.” Many athletes consume Gatorade, but often do not know the importance of the company’s tactics in why they are consuming Gatorade’s line of sports fuel products. By understanding the company’s targeted audience and the Gatorade’s use of rhetorical appeals ethos (credibility), pathos (emotion), and logos (facts) in their video commercial
As per this the authors conducted an experiment with energy drink revealing the importance of motivation as an important factor contributing to placebo effect in marketing.
Persuasion is the force exerted to influence behavior that includes a reflected change in attitude. Everyday we are bombarded with messagesfrom people who wish to influence our behavior and attitudes. Persuasion canbe used to accomplish good as well as bad, though, in my paper I willrefrain from making value judgements and only report the factual aspects. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors from change. When trying to persuade someone, there are two different methods from which to choose-the central and peripheral routes. The central route persuades by usingdirect arguments and pertinent information. The peripheral route persuadespeople by association with incidental cues
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
In closing, Persuasion is a powerful tool, both in trying to persuade others and being
Before you drink another energy drink, please take into consideration what some of the ingredients are. “The large amounts of sugar in energy drinks can lead to unnecessary spikes in blood sugar, dental health problems, and added weight gain.” (Readers digest editors 1). “Compare it to a popular soda and you’ll find that often energy drinks contain even more sugar than a regular soda.” (Readers digest editors 1). Just one can of Monster contains over 50 grams of sugar. That’s almost a quarter cup of sugar! Very many health risks can result from ingesting that much caffeine and sugar in just a short amount of time. People who often drink energy drinks regularly see a decrease in the amount of sleep they get every night, which has an immediate and detrimental impact on focus and overall health for them. Energy drinks contain obscene amounts of caffeine, sugar and chemicals. A can of normal soda, like Coke or Dr. Pepper, ...
With that being said, before any organization can move forward in the developing of communication plans or developing social media tactics for the next campaign, it is imperative that the organization takes time to review and reflect and ask, what’s worked, what didn’t work, and why. Were there critical factors that aided in the successes? Were there factor that served as prohibitory to previous strategies? For any organization to continue with effective development of marketing and communication programs it must be certain to review its programs based on the receiver’s perception, too. By maintaining a customer –centric approach it reminds planners that messages are about the receiver, not the messenger.
The following study will examine and provide research methods, results and conclusions about college students who consume caffeine energy drinks, alcohol or both to get an energy boost for one reason or another. Coffee which use to be the highlight of boosting energy and staying up late nights to complete homework assignments or study has taken a fall in the 20th century. The study will also point out the effects of the energy drinks and alcohol and the harm and health concerns that contribute to the students behaviors when consumed. The first study examines energy drinks and alcohol among college students and the fact that more students are consuming the product. The study is a web based questionnaire. The article “Caffeinated cocktails: energy drink consumption, high-risk drinking, and alcohol-related consequences among college students”, paints a good picture of the behaviors followed by drinking energy drinks and alcohol such as; heavy drinking, increased alcohol-related consequences, taken advantage of sexually, traveling with intoxicated drivers, getting injured or physically hurt, and those requiring medical attention. The second article “A survey of energy drink consumption patterns among college students” utilized a field research focus group of 32 to determine how much college students drink energy drinks including the benefits and the health issues. The energy drinks Red Bull, Amp, Monster, Rock Star, Rip It, Full Throttle, and Cocaine, just to name a few were created to give individuals a “Jolt” of energy with a combination of stimulants or “energy boosters” that include caffeine.
Energy drinks are thought to help enhance performance, boost mental alertness, improve endurance and energy, decrease fatigue, enhance metabolism, and improve overall performance. Energy drinks are also used because of short term health benefits, taste, energy boost, improved performance, and to justify or improve poor dietary habits (Rath). But, drinking energy drinks come with so much more along with a list of health problems and possibly
In the present society, people’s schedules tend to be extremely hectic due to either strenuous work schedules or keeping up with school and families. Due to this, numerous individuals do not obtain the recommended eight hours of sleep. On top of not getting enough sleep, they do not eat the proper foods to nourish their bodies. In return, they have a substantial lack of energy. Usually people who do not take care of themselves tend to eventually get more tired by mid-day and as their day goes on. A simple solution would be to go to bed earlier and eat better foods. However, our society has become very lazy, obese, and have started to take the easy way out over the years. Instead of eating better and trying to get more sleep, people drink energy drinks as an easy and fast way to get a boost of energy. Energy drinks have been around since the nineteen-sixties and have become increasingly more popular. There are hundreds of different brands of energy drinks that are sold in grocery stores and gas stations today, and worse than that billions of them are consumed every year. Even though multiple energy drinks are consumed every year, many people are uninformed about; what an energy drink is, what the benefits and non-benefits are, what different types of energy drinks there are, and how mixing them with alcohol can be seriously dangerous.
In addition, discussed Coke’s strengths, weaknesses, opportunities, threats, and potential ethical issues. While there are a number of challenges that Coca-Cola could face with using social media, they have actually used social media to their advantage. They also understand the ethical responsibility one must have if a company uses social media to advertise its products. Coca- Cola’s social media presence and engagement with the consumer grows daily. As long as Coca-Cola is committed to evolving with the consumer’s ever changing attitudes towards beverage’s it will insure that it will probably remain a top-tier beverage provider for years to
Social media is an outlet that allows a company to introduce new products, control the speed of how they want to introduce their products and free advertisement. Sending out a tweet or putting up a status would let your customers know about a product that is released. This benefits companies because they spend less money on televised commercials, which takes more time to produce and will not reach as many generations that it could by using social media. Any social media site is free, and it takes less than 10 seconds to put out a post on any website. Facebook has also launched Facebook advertisements, which assist advertisers by showing advertisements to a user based on demographic factors, such as location, age, or gender, and which can further engage the audience by incorporating social context into advertisements, such as displaying when someone’s friend has liked an advertiser’s Facebook page (Li, Lin, & Chiu, Fall2014) . There is nearly 100 million daily active snapchatters and growing. Teenagers are constantly on their phones checking their pages so there is no way they will not know about the product being released. Marketers can discover potential customers for market positioning by filtering the content that online users mention or discuss (Li, Lin, & Chiu,
In my perspective, I believe this to be true because not only are there varieties of energy drink machines in the disposition for many students on campus, but also the consumption of the drinks, has continued to gain in popularity since the 1997 debut of Red Bull (Malinauskas et al., 2007). Additionally, the article talks about finding a correlation between energy drinks and six situations such as treating hangovers, insufficient sleep, need for energy, studying (or major project), driving a car for a long period, or mixing it with alcohol and the usage of energy drinks. The article also states that most users consumed energy drinks to increase their energy (65%) and to drink with alcohol while partying (54%) (Malinauskas et al., 2007). Meaning that even though, the consumption of energy drinks varied on the six situations that were tested partying and the need for energy was still higher. However, based on the article the consumption of energy drinks is particularly popular for insufficient sleep, when one needs more energy in general, to drink with alcohol while partying, and when studying for an exam or major course project (Malinauskas et al., 2007). Concluding that although, consuming energy drinks for the need of energy and mixing with alcohol showed the highest percentages of consumption, it does not determine that the other two situations are
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.