The task is writing an essay to persuade the public to support fair trade drawing on consumerism theory and major persuasion communication theories. Guilt in combination with cognitive dissonance theory and ethical consumerism are being used in this essay. This essay focuses upon change, constancy in individual and group beliefs, values, attitudes and behaviour and considers the implications for the practice of marketing communications. It evaluates the persuasion theories and explains why this particular theory is chosen. Therefore it focuses more on persuasion theory, its implementation and the the way leading into persuasion to adopt ethical consumerism. Defending this approach (= the use of the chosen theories) as appropriate should be explained extensively (for example: what the public do, why they do so……. This could mean that….) and supported by current public information campaign. Case studies and academic theory must be used to deconstruct the strategies and recommendations in the context of supporting fair trade. An outline might be as follow: who are the audience? & gt; what is the message to bring out? & gt; what is the conceptual framework (using case studies and academic theory)? & gt; the approach (deconstructing the strategy) leading to ethical consumerism & gt; conclusions, recommendations & gt; implications for marketing communications -related to persuasion and influence within communication