Noted in our text by Larson, The Elaboration likelihood Model is a theory that serves as an organization model of persuasion and has resulted in many significant changes (Larson,2013, p.20). This advertising example displays both Peripheral Cues and Central Route to persuade consumers to purchase all natural pop potato chips. The Advertisement uses Pop Singer/Songwriter Katy Perry as its Peripheral stand point. Not only did the ad want to catch your eye by the promotion of the beautifully lean celebrity icon to sell its merchandise, but also through sexual orientation. "Nothing fake about 'em," Katy says as she holds both " NATURAL" bags of chips close to her very own chest as an attraction. "Without direct research or focus we are able to process this information", according to the ELM Model. The Central Idea for this particular advertisement would be to gain loyal consumers that would consistently come back for the product. There is always those of us who are in search of a better dietary item or two.
Reference: Larson, Charles U. Persuasion: Reception and Responsibility. Belmont, CA: Wadsworth Pub., 1973. Print. |