Imagine you are hired as a social psychologist to create a persuasive campaign to change people’s 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’. This essay is the second half of the previous assignment. In the essay, please follow the structure as below: ?? V. How the functional approach to attitudes might
inform your campaign? For this question, please explain two points: 1. Value expressive function of attitude : Women from different background in the video represents audience core values, self-images, and beliefs to the world . ( 200 words) When creating adverts, one of the consideration advertisers make is determining what motivates their consumers. Consumers are likely to develop positive attitude toward an object which can boost their self-esteem, elevate their status and help them fit in. As the value-expressive approach describes, the attitudes allow people to express their core values, self-images, and beliefs to the world (Katz, 1960). It helps people to communicate their social status, lifestyle, personality to others. The value expressive functions help individuals to express their central held values thus establishing their identity and gaining them social approval, therefore, showing what they stand for and who they are (Solomon, 2008). Shavitt (1990) describes the attitude can serve as a tool to maintain social identity and self-esteem, which means it mediates the relationship with others and creates one’s identity. In addition, Shavitt (1990) describes the attitude can serve as a tool to maintain social identity and self-esteem, which means it mediates the relationship with others and creates one’s identity. 2. Utilitarian Function of Attitudes : Celebrities’s encouragement in the video plays as a rewards . ( 100 words) According to the Utilitarian Function of Attitudes , people use attitudes as ways to maximize rewards and minimize punishment. In other words, purchasing something because it brings forth a specific benefit (Shavitt, 1990). In the video, celebrities will encourage audience to respect women and stop using the term ‘leftover women’. Let people feel that if they do so, they will be praised by celebrity! ?? VI. How
attitude formation and maintenance might inform your campaign? For this question, please explain three points: 1. Explain that the ” influencer blog posts ” strategy is based on cognitive-based attitude formation . ( 2 00 words ) Use knowledge as a tool to persuade audience, the campaign will invite different influencers (fashion/ music/ marketing/ feminist) to write blog posts about women empowerment, and explain why using the term ‘leftover women’ is a discrimination. 2. Explain that the online video strategy is based on ” affective-based formation ” and ” classical conditioning theory “. ( 200 words ) Studies show that affective factors will be influential for attitudes arising in response to need gratification or deprivation, threats to the self-image, or unconscious motives (Edwards, 1990). The campaign aim to give single women confidence, boosting the status of women through raising awareness, give them power to feel free to develop their personal abilities and make choices without the limitations set by strict gender roles Classical conditioning: In the video, celebrities will urge the society to stop using the discriminated term ‘leftover women’. This strategy aims to create a negative feeling associated with the term ‘leftover women’, in order to prevent people from using this word. 3. Explain that the exhibition installation strategy is based on the “mere exposure effect”. ( 2 00 words ) The campaign will hold an one month exhibition in Shanghai in order to create mere exposure effect, “the more you see or hear something, you more you like it.” In the exhibition, video series and women’s statement will be shown. It can also be a real platform for women to meet…

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