Develop a persuasive campaign to change attitude. (1600 words)

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Imagine you are hired as a social psychologist to create a persuasive campaign to change people’s attitudes toward a social issue and to bring about positive social change.

The social issues I selected is the ‘leftover women stigma in Chinese society’. Therefore, please use the “SK-II Marriage Market Takeover campaign” as a model. and create a similar campaign. China’s leftover women: This emotional advert wants to empower them

In the essay, please follow the structure as below:

I. Describe the persuasive campaign you would develop why the social issue you selected warrants a campaign. (500 words)

1. Brief introduction of the social issue:
‘Leftover women’ discrimination in China.

2. Brief introduction of your campaign:
– Video campaign which is launched on China social media platform, such as youku, Weibo/ billboard exhibition. Campaign slogan: ‘I’m single, but not leftover.’ (Use SK-II Marriage Market Takeover as example, create a similar one: Why is it Popular? SK-II & the Crusade Against ‘Leftover Women’ Stigmas)

3. The reason of selecting this social issue:
Advancing women’s equality can add $12 trillion to global growth

II. Describe the attitude your campaign intends to change. (200 words)

Three attitudes that this campaign aims to change:

1. Change the guilty, negative attitude that the unmarried women have for themselves, by empowering the unmarried women over the age of 25 who are called by the society as ‘leftover women’ or ‘sheng nu’,

2. Stop discrimination and stereotype against the group ‘leftover women’: Break the stigma and stereotype for unmarried women known as ‘leftover women’ or ‘sheng nu’.

3. Persuade people stop using the term ‘leftover’ to describe single women over the age 25.

III. Describe the target audience of your persuasive campaign and justify why you selected this target audience. (200 words)

Brief introduction of the target audience
: Millennial (Born in 1981 to 2000)

Reason:
1. Age 28 to 35 is the most pressured period for unmarried women, the campaign aims to empower them.
2. Studies show that term ‘leftover women’ is most used in the social media platform, and the Millennial accounted for a large proportion of the user in social media.

3. The young generation has the power to make positive social change in the future.

IV. Describe the specific methods you would use in your campaign to maximize its effectiveness based on the theories and models covered in this course. (800 words)

Method 1: Online video

Invite famous female celebrities, influencers or actors to talk about the following topics: (1) Their own story of being unmarried or their opinion about choosing the life they want. (they are happy and won’t force themselves to marriage. (2) Say the slogan: I’m single, but not leftover.

Why video? Based on message-learning approach.

According to the message-learning approach, the fundamental element of persuasion is attention, comprehension, yielding, and retention. Video is more effective regarding of these factors

Why celebrities? Based on three theories: (1) affective component of attitude, (2) observational learning theory, (3) self-perception theory.

According to Bandura (1977), observational learning is a process of learning through watching others, retaining the information, and then later replicating the behaviors that were observed. For example, when someone we admire greatly espouses a particular attitude, we are more likely to develop the same beliefs as well.

According to Bem’s (1967) self-perception theory, we sometimes use our memory of our past behaviors to form attitudes about attitude objects. In some more recent extensions of Bem’s ideas, Goldstein and Cialdini (2007) demonstrate that we can even use the behavior of close others as indicative of our own attitudes. That is, when we feel a sense of shared identity with other people we may also incorporate their behaviors into our own attitudes towards attitude objects.

Method 2: Influencers’ Articles

Invite different type of influencers (fashion/ music/ marketing/ feminist influencer) to write educational article and post it on social media platform like Weibo or WeChat.

Why? Based on the cognitive component of attitude which refers to the knowledge, and thoughts that we have about an object. Attitudes are developed cognitively, affectively (emotionally), and even through our behaviors.

Method 3: Exhibition
In connection with the campaign, held an exhibition in Shanghai. Showing the women in the video and their statement. It can also be a real platform for women to meet, take part in the campaign and listen to talks on the topic of changing their destiny.

Why? Based on Mere Exposure Effect Theory.

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