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Audience in the Media Age

Over the years perusadees have evolved into a more prominent role in the persausive process. Technology has forced the persuader to pay more attention to the interests and characteristics of their audience.

Audience Size and Characteristics

The size of the audience that the perusaders can influence greatly affects the persuasive process.

Persuaders will format messages in two strategies:
  • Narrowcasting- A strategy used by persuaders to target a small, narrowly defined audience.
    • Allows persuaders to reach a specific target audience



This commercial has been seen on ESPN and other sports networks. Gillete uses a narrowcasting strategy by placing the ad on a sports network because they know sports will be watching and are more likely to be persuaded by a sports star, such as Derek Jeter.

  • Broadcasting -This strategy is used by persuaders that are attempting to appeal to a large and diverse audience.
    • This allows persuaders to reach out to several demographics simultaneously.
    • This strategy is likely to be seen on popular, high traffic program or arena and is built to attract attention to highly recognizable brands or products

This commercial debuted during the 2010 Super Bowl. It is a highly recognizable brand that attempts to reach out and appeal a large, diverse crowd
  • In what ways does Snickers attempt to appeal to the varying characteristics of the large audience?
    • They are playing "backyard" football to attract the football fans watching the Super Bowl.
    • They use young actors to appeal to the younger crowd.
    • They use older, highly recognizable figures to attract the older crowd.
    • They also use comedy and surprise, which is known to appeal to all types of people.

Persauders are also conscious of two different types of audiences. The ones that are meant to view or hear the message directly, which the persuader will specifically target in their message are called the primary audience. Sometimes others will be exposed to the message the persauder made by others, which can vastly expand the audience. These people are called the secondary audience. Persuaders have to be conscious of both of these audiences because the message can be portrayed by in different ways

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