The point of branding is to create a distinctive product image that is linked to favorable qualities. When you think of Red Bull, consumers think of descriptors like, hyper, speed, extreme, and dangerous in relation to the energy drink. Red Bull’s saying “Red Bull Gives You Wings” is targeting audience is anyone that plays sports because it is  they sponsor “extreme” sports such as mountain biking and racing. Because of their branding, the drink “goes with” the sport (Gass & Seiter, p.63).

source: https://www.redbull.com/int-en/

The concept of brand loyalty offers a useful illustration of Psychological Consistency (Festinger, 1957; Heider, 1958; Osgoog & Tannenbaum, 1955). Advertisers want us to experience psychological discomfort if we change brands. By instilling brand loyalty, advertisers hope to discourage product switching. People want to be consistent, consistency was originally conceived of as a “drive-reduction” theory. More current thinking suggests that consistency is also socially motivated and is as much an attempt to manage face and project a favorable self-image and internal drive (Gass & Seiter, 2018 p. 66).

This slogan by Mercedes is designed to show brand loyalty on the part of the consumer and feelings of psychological consistency if consumers deceive their usual brands.

This advertisement could also appeal to self-monitoring, in particular high self monitors. High self monitors are easily persuaded by an image and want to fit in. People may think they will have a better image because they drive a Mercedes (Gass & Seiter, 2018 p. 114).

http://efser.eu/environmental-responsibility/mercedes-benz-the-best-or-nothing/

This persuasive ad campaign illustrates the Reasoned Action Approach (Fishbein & Ajzen, 2010). Take anti-smoking advertisements in the US, for instance, where campaigns often provide reasoned arguments or messages focusing on what other people think about smoking (social norms) or on individual attitudes toward smoking (personal attitudes). Health communication research has demonstrated that health messages that challenge people’s perception of social norms are effective in changing behavior and in building people’s confidence to stop smoking. The Reasoned Action Approach views intention as the best predictor of behavior. A person’s intention to perform a behavior is the best indicator, however the intentions do not always correspond with the behavior (Gass & Seiter, 2018 p. 60).

source: https://medicalxpress.com/news/2019-05-anti-smoking-campaigns-persuasive.html

Rosie the Riveter

This poster qualifies as propaganda because it involves persuasion where Rosie is persuading other young American women to join the war effort. I think this poster uses glittering and band wagon propaganda as she became the symbol of women in the workforce during WWII. The image of a strong, confident, courageous woman shows this is a collective effort for everyone to join in. Rosie the Riveter was the star of a campaign aimed at recruiting female workers for defense industries during WWII. Many women would likely be hesitant about taking on a manual-labor position, but Rosie the Riveter helped to instill confidence with her flexed muscles, stern look, and simple statement. 

source: https://www.theatlantic.com/entertainment/archive/2015/04/the-many-faces-of-rosie-the-riveter/391364/

Persuasive Message

I think this advertisement that shows the difference in Bud Light and Miller Light beers is persuasive. The target audience is anyone who drinks alcohol, specifically beer and may not realize the nutrition facts of beer. The use of logos, which is logic reasoning to show the calorie count and carb numbers is effective (Gass & Seiter, p.312). This advertisement really shows that Miller Lite can be better for your health because of the lower calories and carbs. If the advertisement did not have the numbers, I don’t think it would be as effective.

source: https://blog.hubspot.com/marketing/persuasive-advertising