question archive Application: Identifying Peripheral and Central Route Persuasionin Advertising Examples of central and peripheral route persuasion appeardaily in media advertisements
Application: Identifying Peripheral and Central Route Persuasionin Advertising Examples of central and peripheral route persuasion appeardaily in media advertisements
Subject:PsychologyPrice: Bought3
Application: Identifying Peripheral and Central Route Persuasionin Advertising
Examples of central and peripheral route persuasion appeardaily in media advertisements. Some television, magazine, or newspaperadvertisements rely primarily on central route processes, whereas others relyon peripheral route processes to change attitudes. The goal of this assignmentis for you to find examples of ads that use each route to persuasion andexplain how each was constructed to achieve its persuasion goals.
To prepare for this assignment:
Review Chapter 5 in the course text, paying particularattention to examples of central and peripheral route persuasion in mediaadvertisements.
Find a magazine or newspaper advertisement that represents agood example of peripheral route persuasion.
Reflect on the factors that reduce your motivation and/orability to process the content of the advertisement.
Think about a source cue, heuristic, or emotion that ispresent and the positive cognitive responses it generates to change attitudes.
Consider whether you think the ad will change attitudes andif it will have any effect on behavior.
Next, find a magazine or newspaper advertisement thatrepresents a good example of central route persuasion.
Consider the factors that enhance your motivation andability to process the content of the advertisement. Also consider thestrongest and weakest arguments used in the message.
Reflect on whether you think the ad will change attitudesand if it will have any effect on behavior.
The assignment (1–3 pages):
Briefly describe the magazine or newspaper advertisement youfound that offers an example of peripheral route persuasion. Identify thefactors that reduce your motivation and/or ability to process the content ofthe advertisement. Describe a source cue, heuristic, or emotion that is presentand the positive cognitive responses it generates to change attitudes. Finally,explain whether you think the ad will change attitudes and if it will have anyeffect on behavior.
Briefly describe the magazine or newspaper advertisement youfound that represents a good example of central route persuasion. Identify thefactors that enhance your motivation and ability to process the content of theadvertisement. Describe the strongest and weakest arguments used in themessage. Finally, explain whether you think the ad will change attitudes and ifit will have any effect on behavior.
