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The Saudi Ministry of Health: [Half things -- unfinished stories].

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The Saudi Ministry of Health: [Half things -- unfinished stories].

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The ad produced by Saudi Ministry of Health appeals citizens for completing all vaccination (two doses).
Half things --- unfinished stories
Half solutions --- do not solve the problem
Half of the immunity --- unequal confrontation.
Don't live in confusion and take the second dose

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أنصاف الأشياء .. قصص غير مكتملة
أنصاف الحلول .. لاتحل المشكلة
نصف المناعة .. مواجهة غير متكافئة.

لا تعيش بالنص وخذ الجرعة الثانية.
#كملها

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وزارة الصحة السعودية

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أنصاف الأشياء .. قصص غير مكتملة
أنصاف الحلول .. لاتحل المشكلة
نصف المناعة .. مواجهة غير متكافئة.

لا تعيش بالنص وخذ الجرعة الثانية.
#كملها https://t.co/LlwLjusjvi

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وزارة الصحة السعودية

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وزارة الصحة السعودية

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أنصاف الأشياء .. قصص غير مكتملة
أنصاف الحلول .. لاتحل المشكلة
نصف المناعة .. مواجهة غير متكافئة.

لا تعيش بالنص وخذ الجرعة الثانية.#كملها pic.twitter.com/LlwLjusjvi
— وزارة الصحة السعودية (@SaudiMOH) September 18, 2021

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أنصاف الأشياء .. قصص غير مكتملة
أنصاف الحلول .. لاتحل المشكلة
نصف المناعة .. مواجهة غير متكافئة.

لا تعيش بالنص وخذ الجرعة الثانية.
#كملها https://t.co/LlwLjusjvi

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وزارة الصحة السعودية

# data[].attributes.attachment_link.metadata.attachment_props.original_text
أنصاف الأشياء .. قصص غير مكتملة
أنصاف الحلول .. لاتحل المشكلة
نصف المناعة .. مواجهة غير متكافئة.

لا تعيش بالنص وخذ الجرعة الثانية.
#كملها https://t.co/LlwLjusjvi

# data[].attributes.attachment_link.metadata.attachment_props.text
أنصاف الأشياء .. قصص غير مكتملة
أنصاف الحلول .. لاتحل المشكلة
نصف المناعة .. مواجهة غير متكافئة.

لا تعيش بالنص وخذ الجرعة الثانية.
#كملها

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وزارة الصحة السعودية

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In the workplace, there is also a relationship of power and authority between team members and leaders. How do people deal with tasks that require everyone to face together?

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Harré (2012) states that positioning is 'a cluster of short-term disputable rights, obligations, and duties'. Power, social rights and obligations, and interactional goals are all taken into account when one part positions itself in relation to others. As Debray and Spencer-Oatey (2019) illustrate, positioning allows us to see how "power is constructed, claimed and legitimized".
In this context, we can say that citizens have constitutional and legal rights, but also have constitutional and legal obligations that must be fulfilled. The government's obligation is to better manage the country and to take into account the citizens. This is the moral order of one country.
In addition, the Australian government has stipulated that the border will be opened once the injection rate reaches a certain percentage. Opening the borders is a common goal for the citizens. Interactional goals can significantly affect people’s perceptions of rapport (Spencer-Oatey 2008), as any unfulfilled aspirations can cause frustration and irritation. The government expects that the citizens will act on the call, which is a normative expectation. On the basis of these factors, a position is created between the government and the citizens.

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The government and the citizens can be considered as two different (social) roles. There are coercive power, legitimate power, and reward power between the government and the citizens in this case.
As defined by Spencer-Oatey (2008), power usually occurs between unequal social role relationships. The government is subordinate to the state and exercises its powers in accordance with the law and therefore has the power to govern the citizens. As van Langenhove and Harré (1999) state, powers are derived from specific locations in social orders. Due to the side effects of the vaccine, the citizens are concerned about the injection.
For the citizens, the government allocated an undesirable task that they want to avoid, so coercive power occurred. In addition, the government's advertisements are designed to increase vaccination rates, and the call for the government to prescribe or expect the advertisements can lead to voluntary vaccination of the citizens, which is legitimate power.
At the same time, the Chinese government has adopted a reward mechanism for people who have been vaccinated, which is also a reward power.

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1. Role (The government vs. citizens)

2. Power
-coercive power
-legitimate power
-social orders

3. Positioning
-rights and obligations
-interactional goals
-Moral orders
-Normative expectations

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Have your say: Which strategies would you like to use in this scenario?

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Poll-2: which strategies would you like to use in the following scenario?

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Poll-2: which strategies would you like to use in the following scenario?

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Imagine you are the team leader. A project that was originally planned for completion next month has to be done by this weekend. You want your team members to work late for the next few days to catch up.
👉🏻👉🏻👉🏻 Write down where you are from and some extra comments at OTHER option in the poll.

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Have your say: Which strategies would you use in the following scenario?

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Voice your opinion on the poll: Which strategies would you use in the following scenario?

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Poll-1: which persuasive strategies adopted in these ads do you think is/are the most convincing? Why?

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Poll-1: which persuasive strategies adopted in these ads do you think is/are the most convincing? Why?

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👉🏻👉🏻👉🏻 You are welcome to leave your comments here!

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Have your say: Poll: which persuasive strategies adopted in these ads do you think is/are the most convincing?

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Voice your opinion on the poll: Poll: which persuasive strategies adopted in these ads do you think is/are the most convincing?

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Anything from presents, household items, to financial rewards, can be used to attract people.Sometimes this is a very powerful tool.

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Strategy 5: empathize with others' concerns

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Strategy 5: empathize with others' concerns

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Listen and understand people's concerns first, to know the deep reasons for their hesitant or unwillingness. Are they worrying the safety, or the side effects, or the cost of medical test? Then responding to their specific concerns, and show empathy by telling them that most of us share the same concerns.

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That means, providing people with credible and reputable information sources to refer. If someone do not trust the government, then presenting them the professional opinions from specific organizations. Such as, quotes from prestigious professors of Public Healthcare, documents of Centers for Disease Control and Prevention (CDC), and the World Health Organization (WHO).

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Finding out and highlighting what people value the most can make them think differently. Make people understand that vaccination is equivalent to a protective shield that can protect their loved ones, their families, the community they're living.

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Involving people's voices and individual experiences, i.e., letting someone tell their own stories about getting the vaccine, or the mindset shifting in considering vaccination. Their personal stories can demonstrate faith, hope and honesty to others.

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Convince others with their own practical actions. Dispelling others' doubts with real actions directly can be very powerful. It replaces extra words with facts. Moreover, these actions can be even more convincing when they are initiated by prestigious people or celebrities, who are highly influential.

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The advertisements produced by these official and powerful organizations are primarily aimed at appealing people for getting COVID vaccine, especially for persuading those who are hesitant or not willing to get vaccinated. For all governments, convincing their citizens to get vaccinated is a huge challenge. On the one hand, it is a matter of effectively persuading people by non-coercive methods. On the other hand, governments have to continually address the potential public health risks posed by the unvaccinated people. Using advertising as a widely distributed medium, governments have adopted a variety of persuasive strategies to address the issue, which are interesting to look through.
In this poster, the topic of persuasive strategy in cultures is discussed through the illustrations of government advertisements across multiple countries. The theory of power and positioning, moreover, explains the distinct effectiveness of different strategies implemented in the advertisements. Last but not the least, two questions are set up via poll for inviting more discussions.

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A city council in China - Lottery tickets for vaccination

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A city council in China - Lottery tickets for vaccination

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Offering incentives for the vaccinated is quite common in some parts of China, which is aligned with the Strategy 6.

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The texts chosen in this presentation including short videos and posters released by advertising campaigns from Australia, Singapore, United States, China and Saudi Arabia respectively. Through the texts, we have found the differences as well as similarities in persuasive strategies across distinct cultural settings.
Speaking of the motivation, when sharing different personal experience of persuasion in workplaces in our group discussion, we realized that we had been used multiple persuasive strategies in different scenarios by people with different power, cultural backgrounds and relationships. Even we used different persuasive strategies in social interactions by positioning us in different places. Therefore, we believe it is interesting to explore the topic of persuasive strategy in this poster. Considering it is a broad topic, we chose the texts of COVID advertisements as this theme has been highly relevant to everyone's daily life since last year, so it is easy for audience to understand the theories that we discussed in the poster.
Please have a look the texts displayed on the Padlet, which helps you to think about the two questions in Poll.

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We all want to go back to the things we love and miss. Vaccines can help put an end to the pandemic. This is our shot. Now it's up to you. 

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Ad Council & COVID Collaborative - US officials: [It's up to you.]

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Ad Council & COVID Collaborative - US officials: [It's up to you.]

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This advertisement is conducted by Ad Council and the COVID Collaborative, a non-for-profit advertising organization and a national assembly to tackle the COVID-19 crisis, who collaboratively work with many influencers to deliver the information of Covid-19 Vaccine, including former Presidents Barack Obama, George W. Bush, Bill Clinton, Jimmy Carter and former First Ladies Michelle Obama Laura Bush, Hillary Clinton and etc.

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Former Presidents and First Ladies ‘It’s Up To You’ :60 | Ad Council and COVID Collaborative

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COVID-19 vaccine-brochure Protect yourself and your loved ones.

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Have you taken your jab? Hurry, go get your jab. 

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Singapore Government - [Vaccinate Already?]

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Singapore Government - [Vaccinate Already?]

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This advertisement repeats 'Have you taken your jab? Hurry, go get your jab. Everyone, have you taken your jab? Hurry, go get your jab.'
Strategy 5 can be found in the Singaporean video advertisement with the information of side effects after vaccination to reduce people's concerns about vaccination, by saying 'After taking the jab, you may experience muscle aches and fever. But you will have better immunity.'

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COVID-19 vaccination - Who will you arm yourself for? 'My family.' 'My community.' 'The people I care for.' 'My mob.' 'My customers.' 'My country.'

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The advertisement features multiculturalism in Australia by involving people with different cultural and linguistic backgrounds as well as Aboriginal and Torres Strait Islanders. This advertisement emphasizes the main purpose of vaccination is for both individuals and wider communities.

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Australian Government Department of Health

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COVID-19 vaccination – Video – Arm yourself against COVID-19 extension (30 seconds)

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COVID-19 vaccination - Print ad -  I protected my self for my community.