Faculty Sponsor(s)
Brenda DeVore Marshall
Location
Jereld R. Nicholson Library: Grand Avenue
Subject Area
Communication Arts/Rhetoric
Description
In order to weigh the effectiveness of Facebook’s “Here Together” persuasive advertising campaign, this study applied two of Packard’s eight hidden needs and cognitive dissonance theory as a methodological frame for evaluating the campaign’s use of persuasive messaging. As Facebook’s public image was falling apart in the wake of the Cambridge Analytica scandal, the company launched “Here Together” to rebuild consumer trust. This study found that although Facebook effectively used Packard’s compelling needs in its persuasive messaging, it did not resolve the cognitive dissonance created in its users, therefore rendering the campaign ineffective.
The paper upon which this poster was based was written for the Senior Seminar course in Communication Arts. The paper was competitively selected for and subsequently presented at the Northwest Communication Association Conference in Coeur d’Alene, Idaho in April 2019.
Recommended Citation
Harder, Elisia, "Persuasive Messaging in Facebook’s “Here Together” Campaign to Save Face and Rebuild Consumer Trust" (2019). Linfield University Student Symposium: A Celebration of Scholarship and Creative Achievement. Event. Submission 23.
https://digitalcommons.linfield.edu/symposium/2019/all/23
Persuasive Messaging in Facebook’s “Here Together” Campaign to Save Face and Rebuild Consumer Trust
Jereld R. Nicholson Library: Grand Avenue
In order to weigh the effectiveness of Facebook’s “Here Together” persuasive advertising campaign, this study applied two of Packard’s eight hidden needs and cognitive dissonance theory as a methodological frame for evaluating the campaign’s use of persuasive messaging. As Facebook’s public image was falling apart in the wake of the Cambridge Analytica scandal, the company launched “Here Together” to rebuild consumer trust. This study found that although Facebook effectively used Packard’s compelling needs in its persuasive messaging, it did not resolve the cognitive dissonance created in its users, therefore rendering the campaign ineffective.
The paper upon which this poster was based was written for the Senior Seminar course in Communication Arts. The paper was competitively selected for and subsequently presented at the Northwest Communication Association Conference in Coeur d’Alene, Idaho in April 2019.
