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Introduction

Is America Shallow when it comes to advertising? Or just Lazy? Introduction. When a subject reads and add in a magazine, what is it that drives that person to go out and purchase the product the add depicts? What even makes a subject willing to spend more time looking at the add? It is at this point where the art of persuasion does it's best work. Definitions. The Elaboration Likelihood Model claims that there are two paths to persuasion: the central path and the peripheral path. (lecture 2/20/03) The central path is most widely used when the receiver is motivated to think about the. If the person cares about the issue and has access to the message with minimum distractions, then that person will elaborate on the message. ...read more.

Middle

This add illustrates the advertisers wish to catch the eye of the consumer as they are flipping the pages of the magazine using 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 model pictured. Most cologne adds, have a tab that you can open 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. ...read more.

Conclusion

This clever use of history depicts that nothing can hurt those once inside this vehicle, not even g-d's. 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, thus using the central route Conclusion. 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 different 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 next generations. ...read more.

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.