1. CT1Ariel.MPG

2. Assignment by
Abhinav Thakur | Harshna Pasari | Karthik Kolla | Nikhil M.
Rohit Rohan | Sanket Kulkarni | Soumen Saha | Virat Jain

4. How did it originate?
What it is?
Key ideas?

5. 
WHO says WHAT to
WHOM and with
WHAT effect?

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It addresses the ways our understandings,
meanings, norms, roles, and rules are worked
interactively in communication.
This tradition holds that reality is not an
objective set of arrangements outside us but is
constructed through a process of
communicating in groups, society, and cultures.
Sociopsychological tradition focuses on patterns
of interactions rather than individual
characteristics or mental modes.
Knowledge is highly interpretive and
constructed

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The socio-psychological tradition is a theory that focuses
on the internal processes of an individual's judgment with
relation to a communicated message.
SPT was intended to be an explanatory method designed
to detail when persuasive messages are most likely to
succeed.
Attitude change is the fundamental objective of
persuasive communication.
In sum, the researchers strove to develop a theory that
addressed the following: a person's likelihood to change
his/her position, the likely direction of his/her attitude
change, a person's tolerance of other positions, and the
level of commitment to his/her own position

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Behavioral, associated with a stimulus-response
approach, concentrates on how people actually
behave in communication situations
Cognitive, the mental operations used in
managing information that leads to behavioral
outputs, is much more in vogue today because
many see the behavioral as too simplistic
Communibiology is the study of communication
from a biological perspective

9. The third party technique
TV Commercials
Case studies

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A very popular practice – called the Third Party
Technique - in the field of marketing has
established itself on the line of the Sociopsychological tradition of communication
The third party technique has been defined by one
public relations executive as, "putting your words in
someone else's mouth."
Using celebrities and experts/achievers for
endorsement of various products – thus banking on
their credibility and popularity to sell the product
The use of scientists as seemingly independent,
authoritative experts is a frequent variation on this
technique.

11. CT2AB.FLV

12. 
Who - An artiste with a credible reputation and standing in
the society. A personal background done to verify the claims
before endorsing Cadbury.
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What – To sooth fears about the quality of the Cadbury
chocolates to the general public.
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Whom – The chocolate eating public and their kin who were
worried about eating chocolates infested with worms.
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What effect – Here the endorser is shown to have personally
visited the processing centres and personally verified the
quality. The endorser being a very big public figure, the
general public could be assured to a greater extent on the
return to quality by Cadbury.

13. Product : Ujala Fabric Whitener

14. 
Product : Ujala Fabric Whitener
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Company : Jyoti Laboratories Ltd.
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Agency : Situations
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Title strategy : “4 boondon waala”
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First major television ad for ‘Ujala’
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Launched in 1997 and continued on similar lines for
two to three years
Showed doctors in laboratories, doing research and
trying to innovate a milestone product – backed by
scientific knowhow

15. Market share in 1998
Market share in 2000
Ujala
Ujala
Others
Others
• Also, Ujala was ranked the 55th most trusted brand in Economic
Times Most Trusted Brands Survey
• Source : A.C.Neilsen

16. Satyamev Jayate

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The celebrity factor may not work every time people might demand the relevance of the celebrity
to the product/campaign
“Satyameva Jayate”, the new buzzword, would have
been a flop, had it not realised this
Although, Aamir Khan has enough credibility in the
media space to carry off any product - he was hired
for the Coke commercials after the ‘pesticide’
episode, to reinstall public faith in the product
However, he has also shown that the minds of many
people might not just trust his word about the
various social issues and has thus chosen to obey
the Socio-psychological tradition rules to make a
greater impact

18. Use of verifiable and
quoted data
Victims invited to the
show to share first hand
experience
Experts invited to shed
more light on the facts
• All such practices make him accountable and
transparent
• Most such actions quench the curiosity of people who
might have otherwise questioned his claims

19. CT3LT.FLV