The Elaboration Likelihood Model (ELM) of persuasion says that there are two rou

Question

The Elaboration Likelihood Model (ELM) of persuasion says that there are two routes to persuasion. For this paper, find two advertisements that you feel use these two routes (i.e., one ad that attempts to persuade through the central route and one ad that attempts to persuade through the peripheral route). Explain why the ad is a good example of a central-route or peripheral-route persuasion attempt. To do this, you will need to discuss at least one characteristic of the ad itself that makes it persuasive, given the route being used. Next, explain whether or not you think the ad is a good fit for the route it might be most appealing in. Is this a product / ad that people would likely be thinking a lot about, or not?

Please include links to the ads or screenshots with your paper

Ad #1 (central route)

1. Explain why this ad would be persuasive if someone seeing it was engaged in central route processing.

2. Is this ad a good fit for central route processing? Why or why not?

Ad #2 (peripheral route).

3. Explain why this ad would be persuasive if someone seeing it was engaged in peripheral route processing.

4. Is this ad a good fit for peripheral route processing? Why or why not?

Explanation / Answer

(Answer) Central route advertisement - https://youtu.be/RDZ0SdlKPXU (Tide)

Peripheral route advertisement - https://youtu.be/xzMMjvY1DT0 (LÓreal)

Tide – The tide advertisement is central persuasion because it is the content of the advert that directly tries to sell the product. The dad in the commercial talks about how ‘Tide’ detergent gives him the best wash and the cleanest clothes. The rest of the content is about making the character in the advertisement relatable. This commercial might have helped boost sales because it gets directly to the point of how tide gives you a good wash and can be easily used by anyone. This is a good example for central advertising because the message directly hits the mark and talks about how good ‘Tide’ is for washing clothes.

L’Oreal – This commercial is for L’Oreal’s pink range of lipsticks. Although the cohort of celebrities in the advertisement is wearing the product, it is not really talked about. The pigment, the finish or the durability of the makeup are not discussed. The words that are mouthed in French are really about sensuality and how wearing the lipstick might make you feel beautiful. If the ad did not mention the product in the end, it would come across as a John Legend song. Here, the content of the advertisement does not directly address the people. They depend on the beautiful actors to influence the potential consumer to want to look like these actors. Therefore, they might purchase the product because they want to look like the actors in the ad and not really because of the product itself.

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