Our program
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
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Marketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging eWOM
Master’s thesis
The master’s thesis at the Graduate School of Communication is a “Graduation Project” (18 ECTS) that consists of three phases whereby students can chose from various themes. After having chosen one of the themes, master’s thesis can start. The first phase takes place during the 1st semester of the Master’s program, and consists of 3 ‘thesis preparation group’ meetings. Continue reading
Applications of psychological and communication models on effects on relevant persuasive message outcomes
Within this theme, students can do research in which a wide range of psychological models and communication theories are applied to study effects on relevant persuasive message outcomes. More recent theoretical advancements, such as the role of automaticity and affect in behavioral choices, are encouraged to be used. Continue reading
Branded content
Advertising is increasingly integrated into editorial media content (games, television programs, movies, mobile content, etc.), a phenomenon called branded content. Although there is a growing body of literature on the effects of branded content a few aspects remain largely unstudied that would be interesting to investigate in a master’s thesis. Continue reading
Branded content in social media
Companies are moving more and more towards a marketing mix in which combinations of owned media (e.g., a website, online community or sponsored magazine) and earned (or social) media play an important role. Continue reading
Commercial Communication of Medical Products & Services
The commercial communication of medical products or services has been a virtually unknown practice in the Netherlands and Europe for a number of decades. Times however are changing, and pressures on changing the existing regulations in this area are high. Continue reading
Comparing roles of young and old adults and their use in persuasive communication
In the Life Development approach of aging it is assumed that the life course is a continuous development process. In each stage individuals are optimized for and attracted to different roles. An obvious example for a 30 year old is the role of career maker, for a 65 year old it is an advisor or a grandparent. Continue reading
Cross-media effects
As new media are often used in combination with traditional media in a campaign, it is vital to gain insight into cross-media effectiveness. In so called cross-media campaigns, marketers seek to maximize the effectiveness of their budgets by exploiting the unique strengths of each medium. Continue reading
Interactivity
Interactivity is often seen as the defining difference between traditional and new media and it is widely acknowledged as a vital component of successful online advertising. It is almost generally accepted that interactivity has a positive influence on persuasive processes and outcomes. Continue reading
Life-span development and responses to persuasive messages
People aged 50 years and older are an important target group for both commercial communication and health communication. In order to design effective persuasive messages for this group, advertisers need to know how older individuals respond to these messages. Continue reading
Media multitasking
In today’s overwhelming media environment, media multitasking (i.e., simultaneously engaging in more than one media activity) has become increasingly common and is believed to cause stress, information overload, and impaired learning. Continue reading
Social Media as a persuasive tool
The use of Social Media is on the rise in our society and these media drastically change existing communication patterns. Companies try to use them in order to influence the behavior of their customers. Which characteristics of Social Media make them a useful tool for persuasive communication? Continue reading
Social Network Sites (SNSs)
Social Network Sites, such as Facebook and Hyves, have been globally embraced by the public. In SNSs, users post vast amounts of personal information and build an extensive social network. SNSs allow third parties to collect and process personal information, and provide access to the social networks of individual users. Continue reading
Tailored information on the Internet
Worldwide, more than 12 million sites that contain health information are used each day. However, health websites often use complex medical terminology, and much of the information is difficult to understand by many people. Continue reading
Using text and images as a tool for persuasive communication
Companies use textual and visual signs as a tool to influence the behavior of their customers. Conducting a literature review in this field and qualitative empirical research from a social semiotic perspective allows you to analyze for example advertisements or websites and to answer questions such as: Do customers perceive the message as intended by the company? Continue reading
Word of Mouth
Word of mouth is an important source of information for consumers. There are, however, many things that we do not know about this phenomenon, which is why students are encouraged to conduct research on this phenomenon. As any form of communication, Word of Mouth takes place between two parties: a sender and a receiver. Continue reading