Imagine you are hired as a social psychologist to create a persuasive campaign to change peoples attitudes toward a social issue and to bring about positive social change. The social issues I selected is the ‘leftover women stigma in Chinese society’. Therefore, please use the “SK-II Marriage Market Takeover campaign” as a model. and create a similar campaign. China’s leftover women: This emotional advert wants to empower them In the essay, please follow the structure as below: ?? I. Describe the persuasive campaign you would develop why the social issue you selected warrants a campaign. (500 words) 1. Brief introduction of the social issue: ‘Leftover women’ discrimination in China. 2. Brief introduction of your campaign: – Video campaign which is launched on China social media platform, such as youku, Weibo/ billboard exhibition. Campaign slogan: Im single, but not leftover. (Use SK-II Marriage Market Takeover as example, create a similar one: Why is it Popular? SK-II & the Crusade Against Leftover Women Stigmas ) 3. The reason of selecting this social issue: Advancing womens equality can add $12 trillion to global growth ?? II. Describe the attitude your campaign intends to change. (200 words) Three attitudes that this campaign aims to change: 1. Change the guilty, negative attitude that the unmarried women have for themselves, by empowering the unmarried women over the age of 25 who are called by the society as leftover women or ‘sheng nu’, 2. Stop discrimination and stereotype against the group leftover women: Break the stigma and stereotype for unmarried women known as leftover women or ‘sheng nu’. 3. Persuade people stop using the term leftover to describe single women over the age 25. ?? III. Describe the target audience of your persuasive campaign and justify why you selected this target audience. (200 words) Brief introduction of the target audience : Millennial (Born in 1981 to 2000) Reason : 1. Age 28 to 35 is the most pressured period for unmarried women, the campaign aims to empower them. 2. Studies show that term leftover women is most used in the social media platform, and the Millennial accounted for a large proportion of the user in social media. 3. The young generation has the power to make positive social change in the future. ?? IV. Describe the specific methods you would use in your campaign to maximize its effectiveness based on the theories and models covered in this course. (800 words) Method 1: Online video Invite famous female celebrities, influencers or actors to talk about the following topics: (1) Their own story of being unmarried or their opinion about choosing the life they want. (they are happy and wont force themselves to marriage. (2) Say the slogan: Im single, but not leftover. ?? Why video? Based on message-learning approach . According to the message-learning approach, the fundamental element of persuasion is attention, comprehension, yielding, and retention. Video is more effective regarding of these factors ?? Why celebrities? Based on three theories: (1) affective component of attitude, (2) observational learning theory, (3) self-perception theory . According to Bandura (1977), observational learning is a process of learning through watching others, retaining the information, and then later replicating the behaviors that were observed. For example, when someone we admire greatly espouses a particular attitude, we are more likely to develop the same beliefs as well. According to Bems (1967) self-perception theory, we sometimes use our memory of our past behaviors to form attitudes about attitude objects. In some more recent extensions of Bems ideas, Goldstein and Cialdini (2007) demonstrate that we can even use the behavior of close others as indicative of our own attitudes. That is, when we feel a sense of shared identity with other people we may also incorporate their behaviors into our own attitudes towards attitude objects. Method 2: Influencers’ Art…
Looking for solution of this Assignment?
WHY CHOOSE US?
We deliver quality original papers |
Our experts write quality original papers using academic databases.We dont use AI in our work. We refund your money if AI is detected |
Free revisions |
We offer our clients multiple free revisions just to ensure you get what you want. |
Discounted prices |
All our prices are discounted which makes it affordable to you. Use code FIRST15 to get your discount |
100% originality |
We deliver papers that are written from scratch to deliver 100% originality. Our papers are free from plagiarism and NO similarity.We have ZERO TOLERANCE TO USE OF AI |
On-time delivery |
We will deliver your paper on time even on short notice or short deadline, overnight essay or even an urgent essay |