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ELM and Advertising
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ELM and Advertising
Contents
Intro
Definition of ELM
Example of Central Route
- Survey
Example of Peripheral Route
Conclusion
Topic
ELM(Elaboration Likelihood Model) is useful to explain process of persuasion.
So, ELM is used in explain audience’s attitude change caused persuasive message.
Advertisement is a kind of persuasive message.
Adjustment ELM to advertisement.
ELM(Elaboration Likelihood Model)
The process of persuasion by identifying the likelihood of a person to elaborate cognitively or think very carefully about a persuasive message.
Persuasive
Message
Elaboration
Route
Information
Processing
Attitude
Change
High
Level
Low
Level
Central
Peripheral
Careful
Considerable
Cognitive effort
Motivation
Systematically
Not careful
No motivation
Peripheral cues
Depends on
the quality of
message
Depends on
presence of
persuasive cue
Central route (High elaboration)
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2014.03.10
19페이지
