Thisgirlcan Campaign Persuasive Techniques

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The #ThisGirlCan campaign has a clear message on promoting women’s exercise and aim is to create a safe environment for their audience who are inactive women to decrease the enjoyment gap in exercise. This essay will explore the different persuasion theories to determine and analyse how persuasive the campaign is. #ThisGirlCan uses persuasive techniques in terms of the sender, audience and message. Theories like the elaboration likelihood model, social learning theory and celebrity endorsements are included which will effect and help analyse the overall effectiveness of the campaign and its persuasion level. Through the symbolic process of persuasion, communicators attempt to persuade listeners to alter their own opinions or actions with …show more content…

The model tries to predict the level of attention the audience will give to a specific message and the thought processes behind it. The central message of the campaign is to encourage exercise and when women are highly motivated and have the ability to process the information presented in the campaign, they are more likely to engage in the central route of persuasion (Cacioppo & Petty, 1984). This means they will carefully consider the campaign message and its arguments, evaluating its relevance and effectiveness. To appeal to this route, the campaign provides strong arguments and evidence by using statistics on the benefits of fitness and testimonials from women who have benefited from exercise such as "2.4m more men than women strongly agree that they enjoy sport and physical activity. That's 2.4m women missing out on the opportunity to relieve stress, build connections, and improve self-esteem.” (The Enjoyment Gap, n.d.) However, this may only get women to think about being more active rather than going out and actually doing the exercise. Therefore, it may only be beneficial to women who already are thinking about getting active rather than convincing people who aren’t interested at all. Additionally, some women may have limited time or other barriers to stop them from exercising which may need addressing through the peripheral

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