Question

1. Find one ad that uses a central route processing strategy. Describe how you know they are using central route processing and why it is a good example of a central route message.

2. Find another ad, preferably for a similar product ,that uses a peripheral route processing strategy. Describe how they are using the strategy and why it is a good example.

3. Draw a conclusion: Based on what you know about the Elaboration Likelihood Model - which processing route is better for this product category? for advertising in general?

4. What is your opinion about which strategy (central or peripheral route processing) is more appropriate or more effective for sustainability-related behaviors. You can either post a new message or reply to a classmate but regardless of your opinion, please support your opinion with a logical explanation and/or reasons based on your understanding of the Elaboration Likelihood Model.

Answer 1

1. Example: Simon is a sports fanatic and captain of her school's volleyball and basketball teams. She sees a commercial while watching her favorite TV show. The commercial is for a pair of shoes that claim to provide extra heel support and increase the height of her jump. The commercial also provides laboratory findings from three independent studies that support the commercial's claims about the shoes. Simon decides that having the shoes will improve her performance, so she goes to the mall to purchase her very own pair.

In this example, the commercial persuaded simon to purchase the shoes using the central route to persuasion. The central route to persuasion occurs when a person is persuaded to act based on the arguments or the content of the message.