Description 1: Baseball with Coke. "Things go better wtih Coke"
Description 2: Woman with Coke. "The pause.....that refreshes at home." "Housework brings that urge to pause and relax in an easy chair. Do it ... with ice-cold Coca-Cola. It adds to relaxations what relaxations always need... pure wholesome refreshment."
Both of these ads advertise for Coca-cola and suggest why we, as consumers, should drink it. I assume both of these ads were drawn up under the careful consideration of a small group. While one person may have drawn each of these up, it was probably a group decision in picking which ad to use.
If one person suggested the ad with the baseball, they may argue that both men and women can play baseball; therefore, it appeals to all people, not just women. The person who is arguing for the ad with the woman may argue that women buy the groceries; therefore, if they are advertised on the ad, they will be more likely to buy Coca-Cola when they are at the store.
Throughout this meeting debating the two ads, the other members of the group are probably affected by the judgements of these two people. The two persuaders are probably affecting the other's attitudes, beliefs, and values. Let's say the only way to publish one of the two ads is for a 100% approval from all members of the group. So far, everyone within the group has agreed to publish the baseball ad because it appeals to everyone and not just women, except for one person. While this member wants to publish the woman ad, she gives in to the baseball ad because it is not worth it to her to argue her point. In this instance, she demonstrates groupthink and is influenced by the other members of her group. While she does not necessarily want to publish the baseball ad, it is kind of a lost cause if she is the only one voting for the other ad. Even though she likes the other ad better, the reasoning behind publishing the baseball ad has become clear to her and has helped influence her to publish it instead.
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