The Elaboration Likelihood Model
NYC Health anti soda campaign
The Elaboration Likelihood Model of persuasion, referred to as the ELM, "deals with information processing and argues that we use one of two channels or routes to process information" (Larson, 2012, pg. 11). This model includes the "central processing route" and the "peripheral processing route". These two different channels process different information; accordingly, the information is stored and processed in two ways.
Central Processing Route: "In the central information processing route the receiver consciously and directly focuses on the persuasive communication while mentally elaborating on the issues and actively seeking more information and facts" (Larson, 2012, pg. 20) The central processing route is used for extended, complex, and important pieces of information (Larson, 2012, pg.11). This route is used for information that a person needs to be consciously aware of and often will require research and studying.
The central processing channel would be used in processing this information in regards to the viewers health and weight. If the viewer is someone who is struggling with their weight or who watches their weight closely, they will remember this advertisement as something important that they need to further analyze. The information provided, that surgery drinks can make you fat, will be logged into the area that deals with weight and health in the viewers mind. It will provide information for them to return to analyze further and use as a reference. The viewer will take note of who is running the campaign, The NYC Health Department, and use their Ethos to make a connection to the reputation of that source. They will also use Logos to further research the information being provided in the ad as well as the source it is coming from. Once this research has been done, conscious decisions would be made by the viewer to change their drinking habits.
Peripheral Processing Route: "The peripheral route resembles a sponge. We soak up persuasive information and may act on it, but more likely, we remain unaware, unconscious, and unfocused on it in any direct or effortful way until we need it to decide something, and then the sponge is squeezed" (Larson, 2012, pg. 21). The peripheral processing route is used for information that is considered less important then that processed by the central route. Often the peripheral route is used not only for processing information but evaluating it to then make decisions later on, whether we are aware of it or not.
The peripheral processing channel would not only process the information in this ad, but also evaluate it. The viewer would look at it quickly and decide whether they felt it was relevant to them or not. If the viewer is someone who is watching their weight, they may subconsciously decide not to buy a soda the next time they are at a vending machine. The viewer may remember the ad and the visual of the fat being poured into the glass and be deterred from purchasing a sugary energy drink. This advertisement would help with their quick decision making skills in deciding between buying a water or a juice.The viewer would feel that soda is going to make them fat and they would have a negative emotional reaction to that and decide to buy water.
Rank's Model
Dove Advertisement
Ranks model of persuasion is based off an analytical tool called the intensify/downplay model. This model is used to help the user become more critical and analytical receivers of persuasion. The intensify/downplay model provides definitions and examples of four persuasive strategies and 6 tactics that are often used by persuaders (Larson, 2012, pg.29).
Intensify: "One of Rank’s major strategies is for persuaders to intensify certain positive aspects of their product, cause, or candidate, or some negative aspect of the competition" (Larson, 2012, pg. 29). Persuaders go about doing this using different tactics including repetition, associations, and composition. In this ad the advertisers are using both positive and negative association to convince the buyer that this product is one they need. "Association operates in three steps (1) it links a cause, brand, or candidate (2) to something already liked or disliked (3) by the audience" (Larson, 2012, pg. 30) In this ad the cause it firming up your things. For a supermodel this isn't really an issue, but for women with an average to plus size body it can be a daily struggle. Thus, the advertisement's cause and audience, real women and real bodies. Through this association the ad is able to use the idea of a super model body, that the majority of women don't have, and create a dislike for it. This ad is all about the real women who need help and are never scared to face a challenge.
This Dove advertisement also focuses on the physical composition of the ad. It emphasizes a plus size model as its subject. Dove is taking what other beauty product advertisements consider unworthy and putting it front and center as this is true beauty and this is the type of woman we want to represent us. This persuades a viewer to really look at the type of woman she is and how that is represented in the products she buys. The woman in this picture is confident in her body and self, and she is proud to use dove products. The color white is also used thru this ad, from the background to the wardrobe. White is seen as clean and pure which is part of the image that Dove wants to promote as a beauty and hygiene company.
Downplaying: Downplaying is used to soften a persuaders weak points and downplay the competitors strong points. In this Dove ad the persuaders use the tagline by the model as a diversion from what could be the real problem which is weight. By saying a super model is a size 8, they are really closing the gap between skinny, average, and over weight. A size 8 is a healthy average weight for many woman but by using the term super model as a diversion before the size they are able to make the viewer think this is a product for anyone bigger then a super model. This generalization of the size of woman that could use this product opens up the company to a larger clientele and takes the focus off the fact that many woman might not have a use for this product.
Intensify: "One of Rank’s major strategies is for persuaders to intensify certain positive aspects of their product, cause, or candidate, or some negative aspect of the competition" (Larson, 2012, pg. 29). Persuaders go about doing this using different tactics including repetition, associations, and composition. In this ad the advertisers are using both positive and negative association to convince the buyer that this product is one they need. "Association operates in three steps (1) it links a cause, brand, or candidate (2) to something already liked or disliked (3) by the audience" (Larson, 2012, pg. 30) In this ad the cause it firming up your things. For a supermodel this isn't really an issue, but for women with an average to plus size body it can be a daily struggle. Thus, the advertisement's cause and audience, real women and real bodies. Through this association the ad is able to use the idea of a super model body, that the majority of women don't have, and create a dislike for it. This ad is all about the real women who need help and are never scared to face a challenge.
This Dove advertisement also focuses on the physical composition of the ad. It emphasizes a plus size model as its subject. Dove is taking what other beauty product advertisements consider unworthy and putting it front and center as this is true beauty and this is the type of woman we want to represent us. This persuades a viewer to really look at the type of woman she is and how that is represented in the products she buys. The woman in this picture is confident in her body and self, and she is proud to use dove products. The color white is also used thru this ad, from the background to the wardrobe. White is seen as clean and pure which is part of the image that Dove wants to promote as a beauty and hygiene company.
Downplaying: Downplaying is used to soften a persuaders weak points and downplay the competitors strong points. In this Dove ad the persuaders use the tagline by the model as a diversion from what could be the real problem which is weight. By saying a super model is a size 8, they are really closing the gap between skinny, average, and over weight. A size 8 is a healthy average weight for many woman but by using the term super model as a diversion before the size they are able to make the viewer think this is a product for anyone bigger then a super model. This generalization of the size of woman that could use this product opens up the company to a larger clientele and takes the focus off the fact that many woman might not have a use for this product.