Persuasion Model Vs Old Spice

Persuasion plays a role in our everyday lives. Persuasion is all around us, depending on the message, persuasion tactics vary. A model used as a principle in persuasion work is the Elaboration Likelihood Model (ELM). ELM explains how a persuasive message changes attitude, there are two routes through which persuasive messages are processed: central route & peripheral route. When it comes to advertising techniques there are two types of consumers that are important, they are highly involved consumers and uninvolved consumers. For advertising to work, it has to attract attention before it does anything else. Today’s marketers must think in a two-step model: Entertain people to grab their attention; only then turn to your advertising needs by providing relevant information.

For example, in both images below a consumer buys a brand because the model is good looking, rather than if the brands is good quality or not. The consumer might just focus their attention on the physical appearance of the model in the Old Spice ad campaign. Of course, Old Spice wants you to buy their products, they will do anything to persuade you to buy their products, even succumbing to the use of sex to sell. In the second image we can see Kate Upton who is an attractive model eating a hamburger (Carl’s Jr burger), which isn’t normally classified as sexy. This type of advertising does not need a lot of thinking and it is successful in our society because sex sells these days. Peripheral processing is mainly to do with using the consumer’s emotion and