Persuasion in the architectural toy Lego's Bionicle Advertisement

Essay by unsplendid_1College, UndergraduateB, March 2007

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IntroductionCommunication is the process of creating, transmitting, receiving and interpreting messages between a source and receiver(s) (Mullin, 2006, September 28). Communication ranges from intrapersonal communication to mass communication. Intrapersonal communication is an exchange of message within a person, making the person himself both the source and the receiver. However, mass communication usually involves a speaker targeting a large amount of audience; meaning that the message being sent for the designated audience is either to inform, entertain or persuade (Inmon et al., 2002). In this paper, the persuasion element of mass communication will be discussed through the analysis of the Bionicle toy advertisement. Through the credibility of expertise as a source characteristic and the positive emotional appeal as a message characteristic, the paper will be able to discuss the effectiveness of Bionicle ad in persuading its audiences. The ineffectiveness will then be accounted for by the Elaboration Likelihood Model, and in the last part of the paper, two empirical studies will be use to support the arguments on effective and ineffective persuasion.

Source Characteristic: Credibility for ExpertiseThe Bionicle is a line of toys manufactured by the Lego Group. The toys are made up of constructible parts that are based from the idea of classical elements and Polynesian methodology. There are instructions as to how to build the model but users can also construct the toy according to their own imagination and creativity. The users can load pin balls and their Bionicle characters to their models, firing to and from the fortresses they've built. The target audience of the Lego Bionicle ad is children from the age group of 7 to 16 because it not only requires building creativity with kit of parts but it also contain a common theme of heroes and villains that are children's favorite. Castles with...