persuade ME!!

The act of persuading may be a little arduous to do especially when you don't have enough information to give. You can't be sure for an approval that sometimes will lead to arguments. According to Elaboration Likelihood Model of Richard Petty and John Cacioppo, there are alternative ways to influence or may I say to persuade common people in an issue. The two active route which is the best way to persuade: (Griffin, 217)

• Central Route- wherein the message is being elaborated and too much mental effort is given. Each of the issue is being carefully analyzed.

• Peripheral route- it is the easiest way to persuade. It doesn't need too much mental effort, it is on the receiver if she or he will accept it or not.

I might not sound influencing in discussing you these kind of theory, I will show you examples of arguments in advertisements that may be processed either by central or peripheral.


ORAL B toothbrush



The fact that the advertisement had the goal to persuade the viewers, it is the best example of a central route. Too much show off about the product is being used to persuade people. Not knowingly, if all of these facts being given are true and certified. They exert too much mental effort to elaborate the message they want to convey. However, excess display brought a lot of arguments.

• Is it affordable?
• Does the surveys being given are true?
• Is it really dentist recommend?

We aren't sure if that toothbrush is really good for us. Perhaps, we may think it is based on the TV ads. It looks so good and tempting to use but the fact that maybe it is more expensive than the other unknown brands, we have still the choice to choose. We are not certain if it will really whitens our teeth with just a one brush. :)








PANTENE Shampoo

The advertisement itself, is an example of processed peripheral route as an act of persuading. The goal of influencing the viewers to use it doesn't revealed after all. No message elaboration happened. Personal relevance to the communicator is being used in the ad.

In Elaboration Likelihood Model, there are three heuristic that best explain peripheral process and how does the viewer comes to a decision.

1. The credibility of the messenger to convey message in order for the receiver to accept it.

The information being given are not obviously shown and it is on the hands of the receiver whether they will accept it or not. The credibility of the message is also being supported by the evidences shown such as girls who used it possessed long shiny hair after. However, we are not certain if it will also happen to us.



2. Receiver likes the communicator and it tends to agree with the likeness of the majority.



Who doesn't love Kris Aquino? Who doesn't envy her? (not talking how complex her life is). Everybody, even little ones know her. She was one of the most influencing celebrity in our country. What she says, everybody listens. What she have, everybody wants. What she does, everybody do the same. Kris Aquino's exposure in the ad helps a lot in persuading the viewer to use it too.



3. The receiver look the message for approval within the group.


Obviously, Pantene is one of the leading shampoo product here in our country, perhaps in other country too. Lots of ladies used this shampoo thinking that this will really help their hair grow beautifully.

For an instance, your friend had told you that she uses Pantene as her shampoo. You observed her hair grow beautifully and shiner each day. You hurriedly predicted that maybe it has to do with the shampoo. Eventually, you will be tempted to use it without being told by your friend. In this case, the decision is in you.