Elaboration Likelyhood Essay -- essays research papers

subtlety likelihood 2IntroductionRecently the nation was bombarded with semipolitical ad campaigns of all shapes and sizes. There were the ads for and against succession, the ads that attempted to show Gray Davis as some cardinal who could actually run the state of California, and the ads that didnt materially face to fuck off any purpose at all. It is obvious that each of these campaigns was center on a precise target audience. What may not have been so obvious was that each of the ad campaigns was also based upon the fight or interest of the voters (Perloff, 1993). This involvement or interest is a parcel of the Elaboration Likelihood Model. This theory helps advertising consultants decide what elections are outstanding to voters and what elections have no relevance to anyone but lawmakers (Perloff, 1993). Important elections, such as the gubernatorial race entrust have strong arguments and depth go not so significant elections, such as the clean piddle initiative wi ll rely on cues that are undemanding in terms of the amount of brain power used (Perloff, 1993). The application of the Elaboration Likelihood Model to political campaigns is just one of the many serviceable uses of this theory. But before it is possible to examine other possible applications of the ELM, one must understand the basic ideas and factors that make it work. After a dispatch 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 evaluate 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 TheoryElaboration Likelihood 3The elaboration likelihood theory was created by two genial scientists, Richard Petty and John Cacioppo, who sought to create a model of intellection that was much inclusive in terms of the range and depth in which the theory covered (Perloff, 1993). Petty a nd Cacioppos theory is a windup of their research in the area of cognitive responses to persuasion and theories of attitude switch (Perloff, 1993, p. 118). The ELM is a theory of persuasion with a of import set forth that seeks to explain how deeply an individual will elaborate the arguments of a weighty 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 influence the processing strategy. Perloff (1993, p. 132) also would like to know how do people simultaneously process central and peripheral information? Elaboration Likelihood 10ReferencesBargh, J. A. (2002, September). Losing Consciousness robotic 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 Dynamics of Persuasion. Hi llsdale, NJ Lawrence Eribaum Assoc.Sereno, K. (2002, Fall). Comm 200 Communication as a Social Science. Lecture Notes.Stephenson, M. T., Benoit, W. L., Tschida, D. A. (2001). scrutiny the Mediating Role of Cognitive Responses in the Elaboration Likelihood Model. Communication Studies, 52 (4), 324-338.