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Homework 2

This homework is devoted to the theory of cognitive dissonance. The assignment should teach and encourage you to identify the theory of cognitive dissonance in the use of contemporary advertisers and marketers. The assignment consists of three parts.


1) Provide an example of an ad, a slogan, a promo material, or any other communication tactics that use the theory of cognitive dissonance as the basis for changing the audience’s attitude or behavior. Support your example with visual materials or a link, or, if none of the above is applicable, with a description of the tactic.
2) Explain why the example you have chosen uses the theory of cognitive dissonance. Identify contradicting beliefs and/or behaviors pointed out in the tactic as well as communication aimed at building and/or reducing cognitive dissonance. Use the Figure 17-1 on the page 223 by Griffin to explain your answer.
3) Provide an example of an ad, a slogan, a promo material, or any other communication tactics that DOES NOT use the theory of cognitive dissonance as the basis for changing the audience’s attitude or behavior. Support your example with visual materials or a link, or if none of the above is applicable, with a description of the tactic. Give recommendations on how to turn the tactic into using the theory cognitive dissonance. Explain communication, contradicting beliefs and behaviors, which your recommendations are based on. Use the theory’s concepts to support your answer.

Criteria for evaluation
Provide an example of an ad, a slogan, a promo material, or any other communication tactics that use the theory of cognitive dissonance as the basis for changing the audience’s attitude or behavior. Support your example with visual materials or a link.
1 point
There is an example of the tactic, but there is no link, visual materials, or a description of the example

2 points
You have provided an example and supported it with a link, visuals or description. However, the example does not use the theory of cognitive dissonance.
3 points
You have provided an example and supported it with a link, visuals or description. The example uses the theory of cognitive dissonance.
Explain why the example you have chosen uses the theory of cognitive dissonance. Identify contradicting beliefs and/or behaviors in the tactic as well as communication aimed at building and/or reducing cognitive dissonance. Use the Figure 17-1 on the page 223 by Griffin to explain your answer.

1 points
The explanation of the theory use is vague. You have not used the concepts or a figure to explain the theory use.



2 points
The explanation of the theory use is somehow unclear. The use of some of the concepts or an explanation of the figure was confused.
3 points
You have provided with a clear, on-point explanation of the theory use, based on the theory’s concepts and the figure.
Provide an example of an ad, a slogan, a promo material, or any other communication tactics that DOES NOT use the theory of cognitive dissonance as the basis for changing the audience’s attitude or behavior. Support your example with visual materials or a link, or if none of the above is applicable, with a description of the tactic. Give recommendations on how to turn the tactic into using the theory cognitive dissonance. Explain communication and contradicting beliefs and behaviors, which your recommendations are based on. Use the theory’s concepts to support your answer.

1 points
You have provided an example and supported it with a link, visuals or a description. The example you provided does not use the theory of cognitive dissonance.

You attempted to give recommendations, but did not explain them, or the explanation was too vague and unclear.
2
You have provided an example and supported it with a link, visuals or a description. The example you provided does not use the theory of cognitive dissonance.

The recommendations you have given are based on th