Peripheral Route to Persuasion

Select one advertisements (from any sites of your choosing) of which largely take a prepheral route to persuasion. For the ad, (1) explain whyyou think it is taking the persuasion route that you associate the ad with, (2) identify the central product related information and the prepheral non-product information used in the communication, (3) provide an reasoned assessment of its overall effectiveness (or persuasiveness) in bringing about a positive change in brand attitude (Abr) or purchase intention. (To do a better assessment, you might want to examine the ad’s effectiveness in each of the three stages — attention, comprehension, and persuasion – included in the elaboration of likelihood model of persuasion presented on the last lecture slide for Ch. 8.) Be sure to provide the web addresses and a brief content description of ad




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