Persuasive Appeals: Central or Peripheral Route
According to Communication Theory, persuasion is defined as “convincing or causing someone to do something through reasoning or argument.” Persuasion is constantly used in various interpersonal communication categories, such as advertising and marketing. However, what role does persuasion play in mass communication theory? Let’s look at the Elaboration Likelihood Model and explore the correlation.
The Elaboration Likelihood Model (ELM) describes “two routes through which information is processed” (Rosenberry & Vicker, 2017, p. 78) that can lead to attitude change—Central and Peripheral. The audience plays an active role in processing information through the central route because they are directly involved in the subject. In comparison, audience members of the peripheral route process information based on peripheral cues, such as message style, source credibility, and the individual’s mood. Examples of the central and peripheral routes can be seen in various mediums of mass media, including television and social media.
The Central Route
Apple is known for being a leader in technological advancement. Many people, myself included, trust Apple because the products are reliable, thus making the company a household name. Whenever a new Apple product is released, loyal customers dash to stores because they believe it will enhance their lives in a better way than the previous item did. Thus, there is a personal connection with the brand that cannot be easily swayed by the opinions of others. This example falls under the central route because individuals actively choose Apple products based on their relationship with the products and company.
The Peripheral Route
Celebrity endorsements are a great example of the peripheral route of the ELM. It emphasizes the audience members’ need to follow whatever their favorite celebrity is doing, and many companies use this tactic to sell products. For example, McDonald’s signed brand deals with several artists to endorse meals created by singers and rappers. The Saweetie Meal features Saweetie’s favorite McDonald’s combo and encourages her followers to enjoy the same meal she would. This resulted in a large flock of people rushing to McDonald’s locations across the country to taste the meal. However, this could be a temporary attitude shift that could result in an immediate decline in sales shortly thereafter.
In conclusion, persuasion is not inherently good or bad. It is a tactic to change an individual’s perspective to favor yours. When crafting my persuasive appeals, I find it best to integrate emotion and a sense of need for the product or idea. In my opinion, targeting audiences within the central route is easier because their decision will be based on their personal beliefs and ideals. As long as there is a desire and emotional attachment to which the individual can relate, persuasion becomes simple.
References: Rosenberry, J. & Vicker, L. (2017). Applied mass communication theory: A guide to media practitioners. Routledge Taylor and Francis Group.
