I am a BACA student in the UP in Mindanao. Advertising would then be a part of our chosen career. In connection to this, persuasion to the multitude or the readers, followers, consumers and costumers would then be a big factor to put in mind.
The Central Route to Persuasion occurs when the attitude of the audience, or individual, is changed as a result of thoughtful consideration of the message. It needs greater message elaboration in order to capture the populace’s attention. Smart’s commercial with the Talk N’ Txt mobile network brand. The Talk N’ Txt GSM sim was basically trying to convince the people with the following testaments from the so-called talk n’ txt users:
- “…swak sa budget ko!” “Sulit sa Talk. Sulit sa Txt.”
- “…daming mapaglo-loadan.” “Sulit sa 1 million outlets.”
- “…ganda ng signal.” “Sulit sa Nationwidest coverage.”
- “…madaming ka-talk n’ txt.” “Sulit sa over 7 million subscribers.”
- ” Di lang mura, Sulit talaga!”
- ” Talk N’ Txt, gumagaan ang life.”
The Peripheral Route to Persuasion occurs when positive or negative cues (such as images, sounds, or language) are associated with the object of the message. An advertisement featuring a song that the audience member likes, or a person whom the audience member sees as appealing might cause a person to have positive feelings toward the brand, without that person ever thinking deeply about the message. Like for example, the Nike commercial:
Without knowing that these people on the video clip, you wouldn’t know that its a brand of shoes that they are advertising.
