Elaboration Likelyhood Essay -- essays research papers

Elaboration likeliness 2Introduction late the nation was bombarded with political ad campaigns of all shapes and sizes. There were the ads for and against succession, the ads that attempted to read Gray Davis as some wiz who could actually run the state of California, and the ads that didnt really seem to have any purpose at all. It is explicit that each of these campaigns was foc employ on a specific target audience. What may not have been so obvious was that each of the ad campaigns was to a fault based upon the involvement or divert of the voters (Perloff, 1993). This involvement or interest is a component of the Elaboration Likelihood Model. This possibility helps advertising consultants settle down what elections atomic number 18 important to voters and what elections have no relevance to anyone but lawmakers (Perloff, 1993). measurable elections, such as the gubernatorial race will have gruelling arguments and depth while not so significant elections, such as the clea n water initiative will rely on cues that are undemanding in terms of the amount of brain power used (Perloff, 1993). The covering of the Elaboration Likelihood Model to political campaigns is just one of the many practical uses of this theory. But before it is possible to examine other(a) possible applications of the ELM, one must understand the basic ideas and factors that make it work. afterwards a clear understanding of the ELM is devolved it will be shown in relation to the specific communication perspective that it fits into, and then used to try a real life situation. Subsequent to the evaluation of the practical application the ELM will be scrutinized and summed up, but first the basics. Description of possiblenessElaboration Likelihood 3The elaboration likelihood theory was created by two social scientists, Richard Petty and John Cacioppo, who sought to create a model of view that was more inclusive in terms of the orbit and depth in which the theory covered (Perloff , 1993). Petty and Cacioppos theory is a culmination of their research in the area of cognitive responses to persuasion and theories of attitude change (Perloff, 1993, p. 118). The ELM is a theory of persuasion with a central premise that seeks to explain how deeply an individual will voluptuary the arguments of a persuasive message by examining the ind... ...ovements. First of all, Perloff (1993, p. 132) makes the point that there should be more consideration of situational and personality factors that might interact to catch the processing strategy. Perloff (1993, p. 132) also would like to know how do people at the same time process central and peripheral information? Elaboration Likelihood 10ReferencesBargh, J. A. (2002, September). Losing Consciousness Automatic Influences on Consumer Judgment, Behavior, and Motivation. Journal of Consumer Research,29 (2).Littlejohn, S. W. (2001). Theories of Human Communication. Albuquerque, NM Wadsworth.Perloff, R. M. (1993). The Dynamic s of Persuasion. Hillsdale, NJ Lawrence Eribaum Assoc.Sereno, K. (2002, Fall). Comm 200 Communication as a sociable Science. Lecture Notes.Stephenson, M. T., Benoit, W. L., Tschida, D. A. (2001). Testing the Mediating Role of Cognitive Responses in the Elaboration Likelihood Model. Communication Studies, 52 (4), 324-338.