Wisdom = Integrity - Excellence
W TAYLOR’S UNIVERSITY
SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN FOUNDATION
IN NATURAL AND BUILT ENVIRONMENTS
NAME
ID
COURSE,
COURSE CODE
TITLE
LECTURER
SUBMISSION DATE
KOH SUNG JIE
0318912
SOCIAL PSYCHOLOGY
PSY30203
ASSIGNMENT 1- SECOND
INDIVIDUAL JOURNAL
MS. NORUL HIDAYAH
11™ DECEMBER 2014Ihave selected a Takafuul advertisement from The Sun for my advertisement analysis.
‘The reason behind my choosing is that this one is slightly different from your typi
advertisement. In this advertisement, Takafull was using four full pages for their 30"
anniversary celebration and I used the last page. In this particular advertisement, I have
noticed successful persuasion in action.
One of the factors to a successful persuasion is having eredible communicators
Apparently, this advertisement has a communicator with high credibility as the name and the
position of the communicator is stated “Dato’ Mohamed Hassan Kamil, Group Managing
Director”. In this statement, one cannot be believable without the other. The name must be
complimented by title to show the importance of the communicator while the title must
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include the name to prove that the communicator exists. We can safely assume that the
communicator is trustworthy as he holds a very high position in the organisation and he
stated he was speaking “on behalf of the Chairman and Board of Directors” which can be
seen at the start of the third paragraph.
‘Next, the message in the advertisement does not appear to change attitudes. In the
text, the Director was speaking about from the contributions of the company to its sole
purpose to serve its customers to its appreciation towards its supporters which includes
“customers, stakeholders and staff”. At the bottom half of the page, Takaful displayed their
achievements attained through history. Rather than asking the current customers for their
continuous support, Takaful had expressed their thanks instead, a form of indirect persuasion.
As for the non-customers glancing through this advertisement, their trust may well be earned
through their display of sincerity and integrity. I have to acknowledge another genius of this,
uncommon advertisement is that the advertisement does not look like an advertisement at all!
It looks more like an article in the newspaper and this is actually a brilliant method to capture
the readers’ attention if you think about it.
=Also, this message has emotional content t, in fact, there are two. First, the
obvious text written from the start “Thank you. Our success is due to you.” shows its
exceptional gratitude towards its supporters, indirectly encouraging them to continue their
assistance. Moreover, there is some sense of pride portrayed by the lower section of the
advertisement, This isnot purposed to challenge its competitors, but rather to show the
outcomes of the support given to them. This is a well-developed transition as it reinforces the
previous statement regarding gratitude. Emotional content is presented cleverly by Takaful as,
they took the opportunity at its 30" anniversary to show its past milestones in order to
express their utmost thanks to the readers.
In conclusion, three out of the four main factors of successful persuasion are utilised
here. In my personal opinion, attractive communicators are no longer necessary anymore
because Takaful had already done a great job taking advantage on its 30" anniversary to
make an impression on the papers. Y
(500 words)