Peripheral and central routes
Persuasion is part of social psychology. Individuals are persuaded using various ways and methods. The Elaboration likelihood model offers an explanation of how users interpret the persuasive messages in advertisement and other campaigns by sorting them into words that are peripheral, less relevant and central. The NFL ‘the 100-year game’ brings out the positive emotions surrounding a game of NFL while also using celebrity past NFL players. The advertisement aims to persuade the audience with the aim of bringing out a message of positivity towards the game. In the Amazon Alexa, ‘not everything makes the cut’ the advert makes use of the peripheral route to persuasion in which the listener decides on whether to agree with the strength of ideas or the argument contained in the message. The audience might be persuaded since, despite the message having many arguments about the product, the source appears to come from an expert. In Microsoft ‘we all win’, the advertisement makes use of the central route to offer a thoughtful message on the new Xbox adaptive controller which can be used by gamers with limited mobility. Having the children tell their experiences beats any secondary research on the topic. In the advert, the audience member is an active participant in the persuasion process. The advert Hyundai ‘the elevator’ uses a mix of central and peripheral routes to persuade the audience of the worthiness of the product while also ensuring they are active participants in the message. The advert achieves its goals by showing the children using the controller. The last message is for Verizon ‘the coach who wouldn’t be here’ uses the central route to communicate the message and content of the message.
I chose to review Ford`s ‘Move it’ F-150 commercial that gives a message of the build quality of the Ford F-150 pick-up truck that is built with high-quality and high-strength aluminium alloys. The truck weighs less so that you can carry more of anything. The advertisement makes use of peripheral cues to bring out a positive message of the truck with the audience not needing to become motivated so as to process the message.
Response to classmates
I agree with my classmate that most commercial advertisements make use of peripheral routes in convincing audiences to purchase commodities. The peripheral route makes use of the commodity`s positive attributes in promoting a message of positivity towards the product. However, the route usually results in much less behaviour change and attitude. I agree that Kevin Hart`s first date super bowl advert makes use of the peripheral route technique.
Superbowl ads
I agree with my classmate on their categorization of the adverts that use the peripheral and central routes. All the techniques achieve their goal of making the message appealing. The narration of advert on Ford`s campaign tells a story of how the advert makes use of peripheral route to tell an off the vehicle`s physical attractiveness, body language and credibility. The advert also brilliantly targets the market.