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ELM and Advertising
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Contents
Intro
Definition of ELM
Example of Central Route
- Survey
Example of Peripheral Route
Conclusion
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Topic
ELM(Elaboration Likelihood Model) is useful to explain process of persuasion.
So, ELM is used in explain audience��셲 attitude change caused persuasive message.
Advertisement is a kind of persuasive message.
Adjustment ELM to advertisement.
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ELM(Elaboration Likelihood Model)
The process of persuasion by identifying the likelihood of a person to elaborate cognitively or think very carefully about a persuasive message.
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Persuasive
Message
Elaboration
Route
Information
Processing
Attitude
Change
High
Level
Low
Level
Central
Peripheral
Careful
Considerable
Cognitive effort
Motivation
Systematically
Not careful
No motivation
Peripheral cues
Depends on
the quality of
message
Depends on
presence of
persuasive cue
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Central route (High elabora���(�깮�왂)
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tiveness of the
source, catchy slogan that contains the
Message.
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Low elaboration product
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Low elaboration product
`17筌�` which is a hit brand of Nam-yang was a normal
brand recoded about 2 billion won sales.
However, after Jeon Ji-hyeon become a model of this
product, over 40 billion won sales recoded in the first
half year.
This is about 20 times sales compare with same period
in last year when the model was not Jeon Ji-hyeon.
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Conclusion
1. Products can be divided into 2 kinds.
- High elaboration product, Low elaboration product
2. ELM can applied when explain
��쁶hich cues effect to audiences when they
decide to purchase after seen advertisement���
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Conclusion
3. To high elaboration products, through central route, informative advertisement is more effective than just using celebrity endorsement.
4. To low elaboration products, through peripheral route, using celebrity endorsement is effective.
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