Influence

Influence means trying to shape or change an audience's opinions, choices or behaviour. The product is made to move the audience from one way of thinking or acting to another.

Adverts often aim to influence. An advert for a mountain bike might do more than show the gears and frame: it might try to convince you that riding to school beats being driven, and change what you actually do on the way to school each morning.

Influence is not limited to adverts. Other media products can be made with the same aim. A short film made by students and played in an assembly might try to persuade Year 11s to become reading mentors for Year 7. A podcast series from a football club's community trust might aim to change how young fans treat match officials. A poster in a skate park might try to change how older skaters behave towards younger riders. In each case, the product exists to change minds or actions, not simply to give facts or entertain.

Advertise/promote draws attention to something specific and encourages a response. Influence goes further: it tries to change what the audience thinks or does, not just make them aware of something.