CMGT 510 Summer 2009, 1
CMGT 510. Attitudes, Values and Behavior
Thursdays, 6:00-10:00pm
ASC G34
Classes meet Thursdays, May 21 to August 6. I know that some of you will want to go on family vacations (probably in July and August). Talk to me about how to make up a missing day or so; I certainly support family summertime gatherings. You may want to sign up early for the day of your oral presentation/Mini-lecture (July 30 or August 6).
Michael J. Cody, Ph.D.
326C Annenberg Building
Office hours, Thursdays, or by appointment
213-740-3936 (office); 310-376-8565 (home); .
Texts – we will use the same two texts used in CMGT 510 classes taught by Sheila Murphy and Curtis Mathews and there should be plenty of used copies of these books.
Bettinghaus, E. P., & Cody, M. J. (1994). Persuasive communication (5th edition). Fort Worth, TX: Harcourt Brace.ISBN# 0030553520 / 978-0030553523
Cialdini, R. B. (2008). Influence: Science and Practice (5th edition). Boston, MA: Allyn & Bacon. ISBN#0205609996 / 978-0205609994. [You may use an earlier version of this book – I have several copies of the 4th edition you can borrow; and two of the 2008 9 (5th edition)you can borrow.]
Also, check with Blackboard after Memorial Day weekend.
Some noteworthy websites we will visit more than once:
(click on “Ad critic – the work”)
Some students are interested in “entertainment-education,” and should talk to me about placing health and social marketing topics in entertainment programming like ER, House, Numbers, CSI New York, and soap operas like Bold and the Beautiful. Recent publications on organ donation storylines, breast cancer, diabetes, etc., will be posted on Blackboard. This area has grown considerably in the USA in the last several years; there is also an interest in “serious games” (games that teach history, nutrition, health information).
Some favorite successful campaigns:
Scholars are struggling to improve this one:
Deemed a 6-year failure in 2003:
[1 billion dollar waste of taxpayer money]
The “Above the Influence” initiative launched a failed and embarrassing “Stoners in the mist” game (??):
Goals. The purpose of this course is to teach the theory and practice of social influence processes, including “compliance” techniques commonly used daily through the use of dramatic serials to achieve intended goals: to inform, to change people’s attitudes, to change behavioral intentions, to change behaviors, and/or to change beliefs and norms. We want to review traditional social psychological communication theories, but also review current trends: viral, consumer created and games (especially “serious games”).
We begin the class with a discussion of definitions and campaigns used to change beliefs, attitudes and behaviors. We will then discuss the particular components of persuasion: Source, Message and Channel, Receivers. We will then discuss persuasion theories (theories geared toward attitude and belief change), and what is referred to as “behavioral change” theories like Bandura’s social learning theory.
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Students should be familiar with the uses of theory (communication and psychological) that guide various campaigns, how and why messages have particular outcomes on receivers.
I encourage each student to specialize in one area – (1) commercial products like automobiles, fast food, candies, travel, etc.; or (2) “social marketing or health campaigns” – AIDS, tolerance, tobacco control, alcohol awareness, breast cancer awareness, etc. Campaigns can be either domestic or international, or both.
Grading: Three papers, one presentation
Paper 1. Campaign Paper30% of grade
Paper 2. Theory or process paper30% of grade
Paper 3. Proposalfor a new campaign30% of grade*
Oral Presentation – Student Mini-lecture10% of grade**
*For paper 3 you may work with one or two others in class. Why? “New” campaigns are often group exercises in real life; some people tell me that just don’t have any creative ideas are their own; group discussions on creating something new can be more stimulating and educational than working alone.
**You present the contents of one of your papers to the class. Students usually present on paper 1 (campaigns launched and evaluated) or paper 3 (proposing a new campaign).
You may revise each paper as often as necessary to get an “A.” Papers are graded on clarity of writing, reasonable thoroughness of the search, accuracy in writing about the content area and accuracy of summarizing research results. Note: All papers are written in APA-format, with reference page included at the end of the paper. All papers are to be submitted electronically to
Papers are due roughly every four weeks. Assuming students in the class work days, I can make the papers due on the weekends and spread out the work over the summer session:
Paper 1 is due 12 noon on Saturday June 20th
Paper 2 is due 12 noon on Saturday July 18th.
Paper 3 is due 12 noon on Saturday August 8th.
I will be turning in grades on Sunday the 9th of August.
I do not mark down for late papers. I do give feedback and let students revise papers. You can submit “early” and let me read and give feedback.
DO NOT PRINT PAPERS. Submit all papers electronically before midnight on the due date. Papers should be a Word document preferably labeled with your name (i.e., CodyPaper1.doc).
Paper 1. A Campaign review
Review a particular campaign selling a particular product, creating a certain brand, or featuring a health or safety issue. Products or brands include advertising and marketing ofCoke, Pepsi, fast food (Jack in the Box, McDonalds, etc.), Milk, Honda, I-pod, Subway sandwiches, BMW, AIG, etc. Health and safety issues include 5 a day, wearing seat belts and helmets, tobacco control, safety in the sun, dieting, domestic violence, tolerance, flex your muscle, water conservation, human trafficking, AIDS, anti-Meth and anti-drug messages, etc.
A possible outline for this paper includes
- An introduction, statement of the problem/need for a new campaign, preview of the paper;
- How the new campaign was conceived and researched (we call this ‘formative’ research) and elements selected—using what media, targeting what audience, how are messages designed, etc.;
- How the campaign was launched, how it was assessed, and with what outcomes;
- Conclusion; what worked, what did not work, what is proposed as next step.
The paper is 10 to 14 pages in length, APA-format in 12 point New Times Roman font. The last page or section is the reference page.
Paper 2. Paper on theory or process.
Every campaign is designed with certain ideas about how to be effective in achieving a goal with a particular type of receiver. These “certain ideas” are usually based on persuasion theories or research on psychological principles. For example, when is humor (as a message strategy) effective in capturing receivers’ interest in a message, effective in making the message memorable, and effective in prompting a cognitive response? When is guilt? Fear? When and why are celebrities effective? When are “similar” others used?
Throughout much of this semester we will be reviewing how theories and research on messages influence persuasive outcomes. The campaign you reviewed in Paper 1 was undoubtedly based on a theory of influence based in psychology, communication or sociology. Often advertisers or even evaluators (testing the outcomes of campaigns) do not explicitly report what the theories that are underlying their campaigns. They may do so in a strategy report; but it is far more likely that you will have to infer the theory or principle being used. It is easy to infer that Jack in the Box uses certain forms of humor on young male receivers to sell hamburgers, that “oddvertisements” are used on young males to sell candies, and sex appeal is used to sell Axe body spray – but most women would not even find the messages amusing. .
For paper 2 you may select at least one theory or communication process that discuss why it is appropriately used in the campaign and why there is a “good fit” between the theory/process and the campaign messages and strategy. Theories can include the ones we discuss in class and others you may have learned over the course of your academic and work career. These might include the theory of Social Comparisons,the ELM, social learning theory, Fishbein’s Theory of Reasoned Action, Self-Efficacy, the Diffusion of Innovations, the Health Belief Model, Stages of Change, Attribution theory, emotional appeals (fear, warmth, empathy), etc. and search for articles investigating the operation of these theories to a campaign. For every topic we discuss in class, there are amble resources and studies you can find online (i.e. “theory of reasoned action AND water conservation,” etc.). The paper will include 10 references (at a minimum), and a possible outline is:
- Introduction (two paragraphs, introducing topic, a few sentences about the problem, preview of paper);
- Overview of Theory;
- Applying Theory to the Campaign;
- Conclusion.
The paper is 10 to 14 pages in length, APA-format in 12 point New Times Roman font. The last page is reference page.
3) Proposal a new idea/campaign. Based on previous campaigns and what you know about theories or processes (i.e., humor, fear, etc.), propose an extension of a current campaign using certain channels, target groups, appeals, etc. or propose a new campaign. Some campaigns are successful already, but can be adapted to new audiences or new channels. The “Got Milk” campaign lasted a long time because creators kept adding new variations on an old theme (“milk anxiety” – not having milk when you need it) – add Trix the rabbit, girl scouts selling cookies, etc. Or, take Nike to China (successfully this time), etc.
Possible outline:
- What is the old campaign, why is a new one needed?
- Proposal for a new campaign or new idea
- What do you know about the target group (your receivers)?
- Based on theory, why would this new idea be effective?
- For this new campaign: a) what is/are the message appeal (logic, emotional)?;
b) who are the speakers or sources (celebrities, average people, experts, etc.); c) which channels are used (TV, build board, radio, internet, direct mail)
Grading is based on how well-written the materials are; but also on the logic of why you say the campaign should be successful with a certain group of receivers.
Scheduleof Classes
Day 1, May 21. Introduction to the course, definitions of terms, discussion of ethics. History of advertising, comments on the future. Many examples are featured. Even though this is the “first night” of the semester, plan to stay for several hours to go over materials on the Ad Council web page, and far more…Discussion the kinds of Guest speakers (Disney? Sony? Hispanic Advertising?)
Assignment for first night: Go to Effie.org and read how to sell diamonds to women (and men), identify award winning “Jack in the Box” commercials. Go to Adcouncil.com and read up on anti-littering campaigns, see Iron Eyes Cody cry. How did Disney help prevent forest fires?
Some important web sites:
On the left of the home page you can find links to Hispanic Marketing, etc. On the top of the page is a link to Adweek China.
The Adcouncil, as we discussed in class, creates Public Service Announcements. There are also some published reports on effective PSAs. Go to:
Some classic, Historic Campaigns include the “Only you can prevent forest fires,” Pollution: Keep America Beautiful (the Canoe and Horseback ads with Iron Eyes Cody). Yes, the Crash test dummies are also there.
Fight Crime: McGruff – Take a bite out of crime. Anti-Bullying and Cyber-bullying messages. The news this morning (June 4) 85% of middle-school children in the USA have experienced cyberbullying at least once in the last year – verbal assaults, threats, etc.
Drunk Driving Prevention; View Historic "Innocent Victims" PSAs:
Jeff Peckler; Tiffany Young; Carol Leigh Ledford – These ads really got attention, for a limited time.
But if you go to the main page and click on “Campaigns,” you will see a long list of campaigns including “Stroke Awareness,” Emergency Preparedness, etc.
Adcritic is still useful, although it is not as large an inventory of messages that it once was. But, you can go to:
Logon: MichaelJCody; Password: Juliac82.
Search Jack in the Box and click on “Cops” You will see a symbol of a statue throughout the ad – it won an Effie award. There are other amusing ads, targeting young males….
Search Got Milk and you can see the old Aaron Burr message.
Search Pepsi and watch Britney Spears’ “humorous” superbowl ad from years ago.
Search Apple and watch both 1984, 2004.
Search Molson and watch “I am Canadian.” This simple ad was and is loved in Canada (people call it “the rant”), lots of parodies.
YOU MUST FORMALLY LOG OFF OF THIS SITE.
Most viral video of all time. No. 1 online video has been watched more than 900 million times:
Click on “work” and see what is done online as viral marketing (Axe Click, Trojans, Ford, etc.). Millions of viewers without buying ad time.
Specific products/You tube….and beyond
If you have not seen “Big Ad,” you probably should spend a minute to do so:
[Note the counter says that 305,000 people have viewed this advertisement, but it use to say 6 million; must be a different system]
Since you are in an area devoted to “Best ads,” why not see this one as well:
And the Diet Coke and Mentos projects are well known in the advertising. marketing world:
How do you reach gay men with messages about getting a syphilis test, when Gays live in Long Beach, Palm Spring, LA, Orange County, etc. Do it online;
If you have not already seen them, you probably should check out the BMW films. Very expensive, but promotes such a strong image of BMWs….
I think some of the 8 films are on YouTube….
Dole 5 a day:
See All Games – Trivia Quiz and “Salad Factory” This type of “Serious Games” is the future in education and persuasion;
M&M’s!!
I will discuss these websites again, but here are exemplar websites for drug control
and the National Campaign for the Prevention of Teen and Unplanned Pregnancy:
[The user-generated messages are called “Stay teen,” and yes the award winning one features two girls being chased by a chicken! You can also click on the link.]
and see how this non-profit agency has partnered with entertainment programming (Family Guy, other tv shows, and used “Bristol Palin’s story” to talk about having sex and babies too early. [Then again they also had a hand in “Baby Borrowers” – an embarrassment to E-E.]
Office of National Drug Control Policy historically aired the worst anti-drug messages in the USA; and Congress has been fixated on anti-marijuana and not alcohol, meth or misuse of prescription drugs….But this agency has slowly improved over the years --
Day 2, May 28. Read:Bettinghaus and Cody, chapter 1 – pages 3 to 21. Definitions of terms, effects of persuasion, what is puffery? Is there a fundamental ethical code in the USA?
Read: Bettinghaus and Cody, Chapter 10. Persuasion in Interpersonal Relationships.
Read all of Cialdini’s book.
Some or most of you are familiar with Cialdini, and we will want to focus on NEW applications and ideas stemming from this work.Check out his website and sign up for his newsletter:
And comments on Bernie Madoff’s gaining compliance from so many:
Day 3, June 4.Read:Bettinghaus and Cody, chapters 2, 3, and 4. Basic theories of social influence. When reading these chapters, identify ads/campaigns that are using these principles (theories).
Is Classical Conditioning still relevant today? When is it used, on whom?
Can you still use verbal reinforcement?
Think about how modeling is used in consumption of goods (i.e., Sex and the City?); think about how modeling is used in High School Musical (the Disney success story).
Can we still use “balance theory” today?
When do you experience cognitive dissonance? When is it used in advertisements?
Give some examples of psychological reactance? (This was introduced in Cialdini’s book; see “Scarcity” chapter).
Has the old Message Learning model (Yale 1950-) died out? Is it still relevant today? See readings on “Health Belief Model” on Blackboard.
Know the ELM model – a classic.
The Theory of Reasoned Action (Chapter 4) is still one of the most popular theories used.
Day 4, June 11. Diffusion of innovation; Health Belief Model, Stages of Change. No readings from the two text books. See Blackboard in May.
Day 5, June 18.Source effects. Read Bettinghaus and Cody, chapters 5 and 9 (Nonverbal Communication).
When do you emphasize expertise? (authority?)
When do you emphasize similarity? (similarity modeling vs. prestige modeling?)
When do you emphasize celebrity appeal?
Matching the speaker to the audience…
Day 6, June 25. Emotional appeals. Read Bettinghaus and Cody, Chapter 8. Plus readings will be posted on Blackboard in May.
What are the rules of thumb guiding the use of humor, fear, warmth, guilt, sex….what other emotions are used today? Envy.