Introduction
Social psychology tries to examine how individuals think, interact or influence each other. In addition, social psychology explores people’s ability to think critically. Social psychology brings about reality. Moreover, it exposes people’s social intuitions as either perilous or safe. It is necessary to note that social influences are very significant in shaping people’s behaviour. Additionally, attitudes are also crucial in shaping people’s behaviour. Social psychology’s principles are usable in numerous disciplines. Moreover, they are applicable in real life situations. This paper utilises social psychological evidences to explore the effectiveness of TAC advertisement “The Party’s Over” in persuading road users to change their attitude towards driving under influence of drugs or alcohol.
The advert is aimed at reinforcing campaigns for police presence during peak travel periods on Victoria roads. The advert contains instances where police officers inspect road users using gadgets such as breathalysers and drug testing kits. This proves that the advert is targeting road users to help them from incurring fines by being on the right side of the law. It should be noted that the message in the advert was quite persuasive. For instance, message characteristics were strong. The message used imagery to drive its message; this made it acceptable to a wide audience. The message came from TAC, an organisation that is known for reinforcement campaigns in Australia. That is, source characteristics were also strong as it helped the message to have credibility based on past movement of the source. Finally, the advert was clear on its target audience, interaction effects showed concern for road users as well as a warning on unwelcomed attitudes. In effect, fear of the expected presence of police during peak periods would force road users to control their use of drugs whenever driving to escape fines (Petty & Brinol, 2008).
It is necessary to note that the message contain important characteristics that make it induce fear on road users. Obviously, every road user would be worried if fined or if held over avoidable incidences like drinking and driving. The message is endowed with expertise as seen in the gadgets used for detecting drug use and over speeding as well as breathalysers. All the gadgets mentioned above send fear on road users and potential culprits because they are made to believe that the gadgets are the latest in technological advances as well as being specially made for inspection purposes. Police are experts in traffic inspections; moreover, they are endowed with advanced equipment for inspection of road users. However, the message is two sided since road users have a role to play to avoid fines. On the other hand, police are also encouraged to be on the look, especially during peak periods.
The advert on TAC website appeals to people of different gender and age groups as evidenced in the participants who range from young to old. The advertisement appeals to road users who are without licences to acquire them or face the consequences. In essence, the advert is aimed at changing road users’ attitude towards criminal drive. That is, the focus in on attitude of road users which is expected to induce change in behaviour. Attitude can be defined as expression of approval or disapproval of something, a place, an event or a person. Social psychologists like Gordon Allport, among others, consider attitude as something which is “distinct and indispensable” in psychology.
It should be noted that attitude is changeable as well as measurable. In addition, attitude can influence an individual’s behaviour or emotion. Attitudes have different components namely behavioural, emotional and cognitive components. These components are essential in achieving attitude change. In the advert, fear is extensively used in the advert to force road users into changing their attitudes (Vaughan & Hogg, 2014).
Elaboration likelihood model (ELM)
ELM is founded on the belief that attitudes can guide people’s decision-making ability as well as behaviour. Additionally, the model considers persuasion as the primary source. According to Richard Petty, attitudes can be formed as well as changed. ELM model has two persuasive routes namely central and peripheral routes. This model views an argument in terms of its “elaborative continuum”. The model examines an argument’s persuasiveness in terms of how it has been processed and in terms of how it is evaluated. Therefore, evaluation and processing are significant aspects of ELM model. In ELM model, an argument can be considered in both high and low elaborations.
For instance, it starts from the central issues to peripheral issues. Some of the peripheral issues can include attractiveness of the message. Additionally, the message’s characteristics like expertise, among others are also considered in the peripheral line. Central route in ELM is achieved when the message has the capability of motivating its target audience to think about it.
For instance, road accidents are serious issues, moreover, the amount of fines charged for misconducts on the roads are heavy. This makes the TAC advert important. Therefore, people are motivated to watch it since they are interested in knowing how much police knows about their flaws as well as how easy it is to catch them. Persuasion is expected when the individual rehearses or thinks positively concerning the message. On the other hand, if the individual does not receive the message, he/she can move away for the position the message advocates. In essence, the individual will rehearse disapproval thoughts on the message. It should also be noted that persuasion can be achieved if the message is ambiguous but in conjunction with the audience’s views (Petty & Brinol, 2008).
However, if the message is ambiguous and is not in conjunction with the audience’s attitude then peripheral aspect can be involved. For instance, the audience will try to involve peripheral factors that they think of positively. These may include sex and money, among others. Expert appeal is essential in this context. Moreover, use of contrast effect is also important in achieving temporary attitude change if the audience accepts the peripheral aspect. Temporary attitude change can then lead to elaboration on the message. However, if peripheral aspect is not accepted then the audiences remain with their original attitudes. In essence, central route of ELM is utilised if there is strong argument for the cause while peripheral route of ELM is utilised if there is a weak argument for the cause (Cloninger, 2005).
Heuristic systematic model (HSM)
This model tries to clarify the route of receiving and processing persuasive messages. According to James Olson, people process information in two ways namely systematic or heuristic. Shelly Chalken researched this model; she believed that her theory was central to investigating attitude change and persuasion. While systematic processing utilises analytic orientation in processing messages heuristic processing utilises a type of message processing model that requires less cognitive resources. Systematic processing is thought to be influenced by the capability and motivation of the audience to process the content of the message.
On the other hand, heuristic processing is influenced by the availability of other aspects of the content, which allow for use of cognitive analysis to make decisions. In this regard, it is possible for the audience to agree with information from a trusted expert since” heuristics believe that experts can be trusted”. In the advert, TAC takes responsibility for campaigning for close monitoring of road users. TAC is experts in advertising and campaigning.
However, TAC is not an expert in inspecting motor vehicles; this is a reserve of the police, although the former helps in channelling road policies to the public. In this regard, road users would trust the police more than TAC when it comes to implementation of traffic rules. On the other hand, road users would trust TAC concerning information and events on the road. HSM presupposes that the two modes of processing can take place simultaneously. In this regard, even weak arguments can be accepted if they come from experts. To some extent, this can lead to biased judgement (Olson & Zanna, 1993).
Comparison of Elaboration likelihood model and Heuristic systematic model
As mentioned above ELM model is based on the fact that attitude influences people’s behaviour or decisions. Similarly, HSM model concurs that attitude can lead to behavioural change. Differences between the two models come in the specific methods of qualifying arguments. For instance, ELM model follows elaborative continuum in which arguments are evaluated based on their persuasiveness as opposed to HSM, which relies heavily on the credibility of the source. For instance, an expert can propose his/her expectations of a society as an expert in that area. However, it should also be noted that not every expert is always right especially in predictions. Nonetheless, HSM model would just concur with the expert because of his/her credibility as a professional in that area. However, this is not the case with ELM, since ELM will draw from both central and peripheral aspects of the argument to make a final judgement. To this extent, ELM draws more form cognitive argument than HSM (Wood, 2000).
Discussion
From the relevant social psychological research evidences above, it is clear that the TAC advertisement “The Party’s Over” is likely to be effective in persuading road users to change their attitude to driving while drunk. Moreover, the Elaborative Likelihood Model (ELM) is especially significant in explaining why road users should avoid driving while drunk or without valid licences. The first argument on the persuasiveness of TAC advertisement is evidenced in the fact that the advert uses imagery to reflect the message. This makes the advertisement attractive to the audience who can relate lollipop and breathalysers, among other symbolisms used. In addition, he advert uses both central and peripheral aspects to persuade audiences. Central aspect of the advert is strong as it mentions policing and inspection of all vehicles to hunt for wrong doers. This is a strong statement to road users.
The statement alone creates fear in the audience. Instances where traffic offenders are taken to the police department are well highlighted in the advert. In addition, the look in the eyes of traffic offenders as observed in the advertisement also create fear on potential wrong doers who in turn are forced to change their attitudes towards drug use and drinking while driving. Moreover, their attitudes also change toward other illegal traffic offences like driving without licences, among others (Smith & Mackie, 2007).
The central aspect of ELM advert is also supported with peripheral aspect, which defines the age group and gender of the target audience. For instance, both young and mature audiences are warned because of watching their fellows fined. The use of imagery is also peripheral to aid in attractiveness as well as create contrast effect. This also draws people to elaborate on the advert as well as rehearse on changing their attitude. Eventually, this can result in behavioural change.
From the arguments above, it can be noted that ELM is more persuasive than HSM concerning the TAC advertisement. While the advert uses a strong central issue, it does not utilise experts such as psychologists who can explain the effect of drugs or alcohol on drivers. In this regard, heuristics who hope on believing experts would be disappointed. However, ELM is quite useful in the advertisement since there is a central and peripheral aspect which increase the advertisement’s persuasiveness albeit through fear and contrast effect. Although HSM is also relevant in the advertisement, ELM is more persuasive and hence effective on road users than HSM (Myers, 2005).
Conclusion
Attitude change can result in adjustment of behavioural if rehearsed or forced. Additionally, one can change attitude if he/she expects some reward or punishment. The advert by “TAC website” contains instances where traffic offenders are held or fined for breaking road safety and driving regulations. To effect attitude change, the advert uses punishment for traffic offenders. This creates fear in potential offenders and hence persuades them to change their attitudes. ELM model is especially important in persuading road users to follow the traffic rules since both its central and peripheral aspects are utilised in the advertisement. In contrast, HSM model is narrowly used in the advertisement to effect change in attitude.
References
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Olson, J., & Zanna, P. (1993). Attitudes and Attitude Change. Annual Review of Psychology, 44,117-54. Web.
Petty, R. E., & Brinol, P. (2008). Psychological Processes Underlying Persuasion: A Social Psychological Approach. Diogenes, 55(1), 52‐67. Web.
Smith, E. R., & Mackie, D. M. (2007). Social Psychology. London: Psychology Press. Web.
Vaughan, G. M., & Hogg, M. A. (2014). Social Psychology (7th ed.), Frenchs Forest: Prentice‐Hall. Web.
Wood, W. (2000). Attitude Change: Persuasion and Social Influence. Annual Review of Psychology, 51, 539–570. Web.