Is America Shallow When it Comes to Advertising? Essay

Introduction. When a area reads and fit in a magazine, what is it that drives that person to go out and purchase the product the tack on depicts? What redden makes a subject willing to spend more time feeling at the add? It is at this point where the art of persuasion does its best work.Definitions. The Elaboration Likelihood Model claims that there are ii itinerarys to persuasion the important path and the peripheral path. (lecture 2/20/03) The central path is most widely used when the receiving system is motivated to hark back about the. If the person cares about the issue and has access to the message with tokenish distractions, therefore(prenominal) that person will elaborate on the message. (lecture, 2/20/03). If the message is ambiguous but attitudinally neutral (with respect to the pass receiver) or if the receiver is unable or not motivated to listen to the message then the receiver will look for an easier way to interpret it. This leads to the peripheral route. com delegateer peripheral cues include such strategies as trying to associate the advocated position with things the receiver already sees positively towards (e.g., beauty, m onenessy, sex).(lecture, 2/20/03) If the peripheral cue connective is accepted here, then there may be a fugacious attitude change and possibly future elaboration.Peripheral Route. The first ad that was chosen, from Gentle mankinds Quarterly magazine, depicts a very attractive man standing in front of a bottle of cologne. The advertisement is for Polo, a brand notoriously associated with affluence, and prestige. This add illustrates the advertisers wish to catch the eye of the consumer as they are flipping the pages of the magazine utilise a method other then their product.. The argument in this case is weak. Polo is trying to depict that if a subject uses their new cologne, it is possible for them have a lifestyle like the illustration pictured. Most cologne adds, have a tab that you can arrive at up on the same page and smell the cologne, that would cause one to elaborate on the add. This one does not, therefore, Polo was trying to get the consumer attention to a fragrance, using a beautiful person. This is clearly an example of persuasion using peripheral cues. The average age of a subject that would likely be persuaded by this add, would be middle to late twenties, the age in which nation are attempting to attain affluence.Central Route. The second advertisement that was chosen, from Sports Illustrated, is an add put out by Mercedes Benz to promote their new line of SUVs, the M-Class.. It is very clear that Mercedes in this case was trying to promote the security aspect of their SUVs. When a consumer sees this add, it is apparent that the central route will be used, because there is no greater motivation for thinking, then the safety of family. The ad would definatly cause the consumer to elaborate, and think about how safe the car that one is currently driving in, is. Thus, the add has done its job in attracting a consumer. One precise characteristic of the add that makes it persuasive, are the g-ds in the clouds attempting to disrupt the path of the truck, as it seems to effortlessly keep on going. This clever use of account depicts that nothing can hurt those once inside this vehicle, not correct g-ds. The type of person that would most likely be persuaded by this add would be a young father (28yrs.-40yrs.)who is in the market for a new car. This add is affective cause it gets a subject thinking, and so using the central routeConclusion. The way that consumers read and respond to advertisements as shown in this paper, is crucial to promoting a product. Whether a company uses the central or peripheral routes, to attract consumer interest, can make a huge variant in sales of that product. The advertising industry is a multi-billion dollars business,(GQ, December 2002) in which creative minds develop new ideas in the art of persuasion for the neig hboring generations.