Social Psychology Journal 2

1. FOUNDATION IN NATURAL AND BUILT ENVIRONMENT (FNBE)
SOCIAL PSYCHOLOGY (PSY30203)
ASSIGNMENT 1
-SECOND INDIVIDUAL JOURNAL-
NAME: TAN SHEAU HUI
STUDENT ID: 0319235
EMAIL: tshui96@hotmail.com
LECTURER: MS. NORUL HIDAYAH
SUBMISSION DATE: 18TH DECEMBER 2014

2. This is a printed advertisement featuring the all new car, Mazda3 with its latest
upgrades on accessories and technology, taken from The Star (Thursday, 11 December
2014).
In terms of mechanism of persuasion, this advertisement has utilized the
manipulations of attractive communicator by showing a large scale and eye-pleasing
photograph of Mazda3 and some bombastic phrases to amaze the readers. The
information provided in it successfully brings messages with emotional content. For
instance, the phrase “the next great drive” could emotionally fascinate the readers to be
willing to know more about the new Mazda3 and even create strong feeling of eagerness
to have a try on it. Besides, the sentence “Plus the most advanced safety technologies
actively work to maximize your driving abilities.” may possibly convince the readers to
trust on Mazda3’s ability. Indeed, this advertisement could positively persuade viewers to
know more about Mazda3 and change their behaviour by leading them to the decision
making of purchasing this newly advertised car.
Despite all the persuasion and clear images describing Mazda3’s strength and
greatness, I have found stereotypes in this car advertisement as well. Stereotype literally
brings the definition beliefs about social groups in terms of the traits or characteristics
that they are believed to share. The last sentence in the text described that Mazda3 is
dedicated for those who love driving and making the most out of their lives. This attribute
shown by the writer is a form of stereotype which may be inaccurate and may be rejected
by some of the driving lovers because not all driving lovers would have great interest in
the inventions and upgrades of cars although most of them do. Some of them may not
give much attention to the safety technologies in their own vehicles.

3. In conclusion, advertisements occupy a relatively high percentage of space in
newspapers and magazines. The sheer volume of advertising suggests that many people
are exposed to stereotypes on a daily basis. Therefore, we should always know how to
filter the information received to prevent us from being easily persuaded and avoid
unwanted stereotypes on others.