Topic 24. The Yale Approach
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COMM2071 - MEDIA AUDIENCES & CONSUMER BEHAVIOUR
TOPIC 24.
THE YALE APPROACH A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
summary The Yale Approach
1950s
Developed in
Director of the War Department Study
Effectiveness of war training / propaganda films?
Carl Hovland
1950s – World War II Propaganda
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
analysis
“
However, is the theory
”
applicable today?
analysis
An
illustration of the Persuasion Process e.g. (A
to B to C) Assumes
attitude change derives from learning a
message’s idea Identifies
factors that influence Persuasion
But does not explain how or why
Anti-Smoking Campaign
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
analysis Main Critique Lacks
Cognition/Belief process
Does not explain the thinking process which induces Attitude Change
Does not show how Persuasion actually occurs
Nike Advertisement
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
Nike Advertisement Source: Nike
Message: Wearing Nike soccer boots, allows you to have better precision while playing soccer.
Outcome: Persuaded to buy Nike branded soccer boots.
Nike Advertisement
However, Some
may believe the message
(Yale Model applicable to modern times) Others
may believe Precision and Skill depends
on individual’s ability (No attitude change)
Anti-Smoking Campaign (SG)
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
Smoking Advertisment Source: Health Promotion Board
Message: Smoking causes Oral Cancers.
Outcome: Attitude Change in Smoking (Quitting)
Evaluation
Applicable to modern times Process
can be used to get the message
across Does
not guarantee an Attitude Change,
even if factors are present Much
more consideration is needed, to
evoke Attitude Change
Evaluation Creation
of the Elaboration Likelihood
Model
To refine The Yale Model With the intent to address the Cognitive aspects in Persuasion/Attitude Change.
Elaboration
Likelihood Model : Centrally
Evaluation It’s not just
“Who says What,
to Whom”,
but also Cognitio n (How, What, Why)
“Who
Cognitio n
(How, What, Why)
What
COMM2071 - MEDIA AUDIENCES & CONSUMER BEHAVIOUR
“ ” THANK NOW, Any… YOU!
QUESTIONS?
THE YALE APPROACH A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
TOPIC 24.
THE YALE APPROACH A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
summary The Yale Approach
1950s
Developed in
Director of the War Department Study
Effectiveness of war training / propaganda films?
Carl Hovland
1950s – World War II Propaganda
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
analysis
“
However, is the theory
”
applicable today?
analysis
An
illustration of the Persuasion Process e.g. (A
to B to C) Assumes
attitude change derives from learning a
message’s idea Identifies
factors that influence Persuasion
But does not explain how or why
Anti-Smoking Campaign
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
analysis Main Critique Lacks
Cognition/Belief process
Does not explain the thinking process which induces Attitude Change
Does not show how Persuasion actually occurs
Nike Advertisement
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
Nike Advertisement Source: Nike
Message: Wearing Nike soccer boots, allows you to have better precision while playing soccer.
Outcome: Persuaded to buy Nike branded soccer boots.
Nike Advertisement
However, Some
may believe the message
(Yale Model applicable to modern times) Others
may believe Precision and Skill depends
on individual’s ability (No attitude change)
Anti-Smoking Campaign (SG)
A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
Smoking Advertisment Source: Health Promotion Board
Message: Smoking causes Oral Cancers.
Outcome: Attitude Change in Smoking (Quitting)
Evaluation
Applicable to modern times Process
can be used to get the message
across Does
not guarantee an Attitude Change,
even if factors are present Much
more consideration is needed, to
evoke Attitude Change
Evaluation Creation
of the Elaboration Likelihood
Model
To refine The Yale Model With the intent to address the Cognitive aspects in Persuasion/Attitude Change.
Elaboration
Likelihood Model : Centrally
Evaluation It’s not just
“Who says What,
to Whom”,
but also Cognitio n (How, What, Why)
“Who
Cognitio n
(How, What, Why)
What
COMM2071 - MEDIA AUDIENCES & CONSUMER BEHAVIOUR
“ ” THANK NOW, Any… YOU!
QUESTIONS?
THE YALE APPROACH A Critical Analysis
ADAM ABIDIN
LIONEL LEE
VICNESH NADARAJAH NIGEL QUEK
DARYL NEO
TENG CHIN CHOO
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