Elaboration Likelihood model analysis - Term Paper Example

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It has helped fix the gaps of past researches, which failed to explain why people responded differently to persuasion messages. Also, it has disputed the notion of past researches…
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Elaboration Likelihood model analysis
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Download file to see previous pages Today businesses are constantly developing new persuasion mechanisms to market their products and services. They are looking for innovative ways of creating and delivering the content of the message. They aim to capture the audience attention, create assurance, spawn preferred attitudes, create social norms and eventually influence behavior. In this paper, I will explain the theory of elaboration likelihood model and show how it explains the persuasive strategy apparent in a television ad campaign for Budweiser puppy love commercial.
A lot of research studies conducted in this field of persuasion indicates the challenges of developing a persuasive message. The results are varying particularly on issues dealing with public policies (Rucker & Petty, 2006). These results are linked to the thinking of the early 1970s researches about persuasion. The variables suggested by researchers during the 1970s continue to be investigated till now; they include message characteristics. This will encompass its credibility, attractiveness, emotional appeal, the mood it creates, and the channel used to present the message (Petty, Barden, et al., 2009).
The assumption was that these variables achieved a single goal, which is persuasion. They could produce only one outcome, the effect of the persuasion message would be either successful or reduced. Some studies show that including only positive arguments in the message improved persuasion efforts. However, other studies found no similar benefits of incorporating positive aspects only; sometimes it reduced the effect of persuasion efforts. Some studies found also that incorporating negative aspects enhance the impact of persuasion rather than reduce it as earlier thought. The contentious issues in these results were the uncertainty on how these negative effects were relayed and steps involved in conveying them (Wagner & Petty, 2011).
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