Elaboration Likelihood Model Critique Essay

The use of effective persuasion techniques will not only the marketing and sales personnel to make more sales and meet the targets but also enable them to have an edge over the competitive environment. So of the techniques used in the commercial video from state farm insurance company on one hand show an effective means of communicating to convince the audience while on the other hand, the video is too complex to comprehend for an a normal and uneducated citizen. Here are some of the effective persuasion techniques that have been used in the commercial to reach out and convince their target audience to use and stick to the company’s insurance services. Moreover, these techniques are aimed at making the incumbent customers to become more loyal to State Farm insurance. According to Petty, Richard and Cacioppo (1984), there are two routes effective persuasion no matter the kind of media used to deliver the message to the audience. First, one can persuade effectively by building a central argument(s) in the message. Secondly, the persuader can effectively deliver the message to his or her target audience by trying to appeal to the audience by associating the message with what they can accept favorably. Usually, the favorable peripheral cues in the message lures the

Persuasion is a very strong technique that is used by many throughout history to form some of the greatest works of literature. Ethos, pathos, and logos are the three forms of persuasion. In 2008 a man by the name of Barack Obama created his Victory Speech after a very hard fought campaign. He utilizes the three modes of persuasion to create his very persuasive speech. Persuasion is one of the most crucial strengths to any speaker, especially when applying ethos, pathos, and logos just as Barack Obama did in his 2008 Victory Speech.

Before the argument begins, the persuader needs to know what his audience is thinking, their values, and their views.

Today, one can see the tactic of persuasion being used as a standard avenue to influence a person’s attitude or beliefs by presenting them with different messages that encourage things like using certain brand name products, vote a certain way, or where to take a vacation just to name a few. There are four types of people that include gullible people, skeptical people, firm believers, and people who are leaders who trust others as well as make others follow their ideas. Persuasion is a widespread topic of social psychology and may be done in different ways. There are two types of cognitive processes by which to persuade someone, which are the central route or the peripheral route. For this assignment I used mostly the central route approach as well as using a little of the peripheral route approach. To reinforce the peripheral route approach the use of pathos was also used during the video to play on the emotions of the watcher. This PowerPoint is effective at using the central route of persuasion, peripheral

“As we explore persuasion, we can divide the persuasive communication into three parts: the communicator, the message, and the audience. First, we will deal with what characteristics of persuaders make people more likely to be persuaded. Next, we will think about characteristics of the message that lead people to change. Finally, we will explore what characteristics of the audience can lead them to be persuaded.” (Feenstra, 2011, p. 88) For your assignment this week, provide an in-depth analysis of the three parts of persuasion. Please reference the bullet points below to complete your assignment.

Aristotle contends that persuasive speech is composed of three elements: ethos, logos, and pathos. In debate, we use these to construct our arguments. The first principle, ethos, can be expressed as a claim. The claim is the core of the argument; everything else goes to support it. I will commence this essay with the following claim:

Persuasion is used in many different ways. Writers use ethos, an appeal to character, logos, an appeal to logic, and pathos, an appeal to emotion. Anna Quindlen, the author of “Evan’s Two Moms,” uses pathos to get the audience to support equal rights marriage for same-sex couples.

Gerard A. Hauser covers a plethora of details on how to create a well-made persuasive argument in his book, an Introduction to Rhetorical Theory; however, he covered three specific essentials that are necessary for persuasion: the components logos, pathos and ethos; purposive discourse and rhetorical competence; identification. I will argue for each constituent, respectively, to prove that persuasion cannot thrive without the aforementioned essentials.

There is little evidence that persuasion can be effective because subjects do not integrate the information into their own belief system. The experiment was designed to test the relative importance of attribution versus persuasive manipulations by comparing persuasion treatment with an attribution treatment. The persuasion techniques were designed to be maximally effective by using a credible source delivering a repeated message stating the benefits of change. The attribution techniques were designed to be maximally

The foundation for solid skills of persuasion rests on critical thinking skills like logic, explication, analysis, assessment, and others. Persuasion is the art of communicating in such a manner that one is able to convince other people to adopt

1.) Rank’s easy-to-use, analytical tool is called the intensify/downplay model, and its goal is to help you to become more critical and analytical receivers. It defines and gives examples of four major persuasive strategies and six associated tactics that are often used by persuaders today. (Larson, 2007 page 31) Ranks major strategy is to either intensify certain aspects of the product, cause or candidate. His other strategy is to downplay certain aspects of their brand, cause or candidate. (Larson, 2007 page 31) The intensification and downplay strategies include, to intensify their own good points, intensify the weak points of the opposition, downplay their own weak points, and downplay the good points of the opposition. The tactics

Source Model Theory is a combination of source of credibility and source of attractiveness (Biswas, Biswas, & Das, 2006). According to this theory, endorsement is effective because of their source of credibility and attractiveness. Eric (2010) stated that in the Source Credibility Model, particularly the endorser’s credibility influences the power of persuasion and this is determined by two of the endorser’s characteristics: the perceived expertise and the perceived trustworthiness. These two aspects shows the capability of endorser in passing valid judgement. On the other hand, the persuasive power of an advertisement is also influenced by the attractiveness of the endorser that is supported by three of his/her characteristics: familiarity,

The 25 minute Magic Bullet infomercial is full of persuasion in many aspects. Throughout my paper I will highlight how the commercial uses Ranks Model of Persuasion, starting with the intensify and downplay strategies that I observed from watching the Magic Bullet Commercial. The strategies and tactics that the persuaders used worked well, by the end of the commercial I wanted the product they advertised. Throughout my paper I will go more in depth to Rank’s Model of persuasion by analyzing, explaining, and providing examples from the Magic Bullet infomercial. There are two main strategies of Rank’s model, intensify and downplay.

Petty and Cacioppo (1981) have developed the elaboration likelihood model of persuasion which explains the peripheral route to persuasion and the central route. In the peripheral route, persuasive influences are more tangential to the issues at hand. For egg- in a PSA targeted against smoking in youth, the peripheral route will show the teenagers having a better sex life after quitting smoking. (William G. Shadel, January 2009) Central processing occurs when the person at hand is aware about the main message of the PSA and is motivated to consider its content. We will analyze the use of celebrities for both these routes of persuasion and try to find out the effectiveness in each case.

The central route to persuasion requires high efforts of processing which occurs through a complex structure, thus leads to longer lasting effects of persuasion. However, if an audience is lacking in motivation, in which they are not analytical or involved with the message they are more likely to take the peripheral route to persuasion. In this case, peripheral cues are used in which these cues trigger an acceptance of the messages thus leading to persuasion, which is usually a temporary effect [Myers et al 2016 p190-191].