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 2014Ihave 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 4 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)