Human Values for Authorizing Persuasive Multimedia Contents

This paper attempts to answer what should be taken into consideration to authorize persuasive multimedia contents, especially in the ad domain. Being persuasive is the essential property of ads, as simply delivering information may not be sufficient to persuade those who are exposed to them. On authorizing persuasive multimedia contents, much has been discussed from a technological and technical view point but so far very little has been done from a cognitive view point. What is suggested in this paper for the purpose of authorizing persuasive multimedia contents is the value most desired proposed under the name of utopic value. Everyone pursues the utopic value in the decision-making process. However, what constitutes this value is not, however, fixed. It varies according to contexts. In this paper, this variation is explained in terms of value shifting. In addition, I attempt to provide an empirical example of value shifting depending on the orientation types of context comparing ads of lowinvolvement products. The conclusion of this paper is that understanding the utopic value and its variation is the key to authorize persuasive multimedia contents.