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• Assignment: Recognizing Peripheral and Central Route Persuasion in Advertising
Examples of central and peripheral route persuasion appear daily in media advertisements. Some television, magazine, or newspaper advertisements rely primarily on central route processes, whereas others rely on peripheral route processes to change attitudes. The goal of this assignment is for you to find examples of ads that use each route to persuasion and explain how each was constructed to achieve its persuasion goals.
To prepare for this assignment:
• Review Chapter 5 in the course text, paying particular attention to examples of central and peripheral route persuasion in media advertisements.
• Find a magazine or newspaper advertisement that represents a good example of peripheral route persuasion.
• Reflect on the factors that reduce your motivation and/or ability to process the content of the advertisement.
• Think about a source cue, heuristic, or emotion that is present and the positive cognitive responses it generates to change attitudes.
• Consider whether you think the ad will change attitudes and if it will have any effect on behavior.
• Next, find a magazine or newspaper advertisement that represents a good example of central route persuasion.
• Consider the factors that enhance your motivation and ability to process the content of the advertisement. Also consider the strongest and weakest arguments used in the message.
• Reflect on whether you think the ad will change attitudes and if it will have any effect on behavior.
The assignment (1 page): APA style format, No Plagiarism and must be cited with references and assignment must be done according to detailed instructions and course rubric. Thank you
(1)Briefly describe the magazine or newspaper advertisement you found that offers an example of peripheral route persuasion. Identify the factors that reduce your motivation and/or ability to process the content of the advertisement.
(2)Describe a source cue, heuristic, or emotion that is present and the positive cognitive responses it generates to change attitudes. Finally, explain whether you think the ad will change attitudes and if it will have any effect on behavior.
(3)Briefly describe the magazine or newspaper advertisement you found that represents a good example of central route persuasion. Identify the factors that enhance your motivation and ability to process the content of the advertisement.
(4)Describe the strongest and weakest arguments used in the message. Finally, explain whether you think the ad will change attitudes and if it will have any effect on behavior.
Support your Application Assignment with specific references to all resources used in its preparation.
References:
Reading
Course Text: Persuasion: Psychological Insights and Perspectives
Chapter 5, “To Think or Not To Think” (pp. 81–116)
