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As the third response paper, you will be analyzing an advertisement based on understanding of the elaboration likelihood model (ELM) or cognitive dissonance theory. The two theories will be discussed in class, and for more details of the theories Brochers? book chapter will be available on Bb.
I. Find a print advertisement? from a magazine, newspapers, or website? that demonstrate EITHER the elaboration likelihood model OR cognitive dissonance theory.
II. Then, analyze your advertisement by responding to the following questions:
1) Who is the source (i.e., organization that is responsible for the ad)?
2) Who is the target audience? Be specific about the audience?s demographics.
3) What appeal(s) is/are used in the ad (e.g. humor, fear, gain/loss, or sexy appeal)?
4) Which theory?the elaboration likelihood model OR cognitive dissonance?seems to best explain the persuasive message of the advertisement?
III. Depending on which theory your advertisement demonstrates, respond to the following questions:
If your advertisement demonstrates the elaboration likelihood model,
5) Does the ad encourage central-or peripheral-route processing? (Choose ONE)
6) What features, choice of words or images does the ad use to encourage this form of processing?
7) What does the ad?s choice of processing route assume about the audience?s motivations?
8) What does the ad?s choice of processing route assume about the audience?s ability?
If your advertisement demonstrates the cognitive dissonance theory,
4) What is the dissonance that the ad creates or addresses for the audience?
5) What features, choice of words, images does the ad use to create this dissonance?
6) What action or behavior does the advertisement suggest for reducing the dissonance?
7) How will this action or behavior reduce this dissonance?
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