Apply psychological theories/principles to devise an advertisement or PSA (still image, Advertisement) to raise awareness (inform) of the issue and persuade consumers to:

Topic: Eat less meat.

Advertisement and Explanation Parameters

make an advertisement and an explanation report to accompany the advertisement.

The Explanation Report should be:

- 4 pgs maximum excluding references;

- Keep the writing clear and simple.

Explanation Report Grading Rubric:

grading on the Explanation Report will be based on:

Element	Description
Introduction	Clear and concise introduction to the topic or problem.
Key Advertisement elements	Briefly describe Advertisement decisions - tagline/slogan, content, image(s)
Explanations for Advertisement decisions	Clear and correct application of consumer behaviour concepts that underlie decisions for the Advertisement. Various course concepts must be applied. You should be applying concepts from at least three categories: - Perception - Learning and memory - Motivation and affect - Self-Concept - Personality, values, lifestyle - (Reference) group influence - Cultural and subcultural inferences
Attitude change	Apply the ELM to explain how individuals' attitudes will be affected by your advertisement (ELM = Elaborate Likelihood Model). How will your advertisement use the central or peripheral route (or both) to affect attitude change?
Virality/WOM	Provide a concise explanation for how your Advertisement is going to go viral.

Advertisement Grading:

grading on the Advertisement will be based on: ( provide guidelines and on to make a perfect advertisement for this topic should be enough for this section)

Element	Description
Visual Appeal	Attractive, appealing, organized, easy-to-read/see/understand
Tagline/Slogans	Original, creative, short, effective/connected to theory
Images/Content	Creative images - create or own or use stock photos (cite images when necessary), AI generation must be cited. Content and images should relate to theory to maximize effectiveness
Continuing engagement	Elements/Tools for consumers to engage/seek more information (i.e., contact information, website, social media, QR code, etc.)
Writing Style and Accuracy	The writing style is coherent, free of spelling, grammar, and typographical errors.