As we read & discussed there are multiple theories regarding how persuasion works. I want you to focus in this discussion on the Elaboration Likelihood Model (O’Hair, 173/176). Watch all of the following video clips (a mix of different persuasive messages). Explain which clips are attempting to persuade using the central processing route, peripheral processing route, or if you think there may be a hybrid combination at work. Defend your position with examples from the clips. Tell us which clips you found more persuasive and why. In other words, were you more persuaded by the direct route, peripheral route, or if you think both were at play in how you were persuaded by the messages. Evaluate whether you were more likely to engage in central processing if the message seemed relevant, or if the designers of the message were focusing on accessing one route over another. Remember to submit all three posts in order to earn up to 10 points. Initial post due 11/12/21 2 Response posts due 11/14/21 Privacy on iPhone (Links to an external site.) https://youtu.be/-l61NE0eqkw (Links to an external site.) (If you have difficulty accessing this clip, simply google privacy iPhone commercial. The Youtube link will appear. You may need to be signed into your YouTube account to view.) Watch Video Duration: 1:32 User: n/a – Added: 11/2/09 Watch Video Duration: 8:10 User: n/a – Added: 10/4/12 (Links to an external site.) Watch Video Duration: 6:36 User: n/a – Added: 6/8/14 https://youtu.be/0cmKDpRrSKA (Links to an external site.) (Switching out the Closing Argument from A Time To Kill as students had difficulty accessing) The videos used different routes in order to persuade the audience. Some of the videos aimed to sell a product and others aimed to inspire social change. Central Processing Route Videos: – Stop Wasting Food TedxTalk This video primarily used the central processing route. The speaker, Selina Juul, aimed to inspire social change among consumers to stop wasting food. To persuade her audience, she provided a compelling argument about the power of reducing waste. Her speech focused on the content of the message to persuade her listeners. She used facts to demonstrate how effective a small change can be. In her speech she mentioned that “The average European or American throws away 25% of the food bought”. This is a excellent example of the speaker using critical thinking to persuade her audience. – Nap Time Speech This is an excellent speech that uses the central processing route while still being entertaining. The speaker, Seth Nishiyama, aimed to persuade the audience on the importance of taking naps. He used informative facts and stories to persuade the audience. For example, he mentioned that napping can help to reduce stress and increase productivity which helps the audience to think critically if whether they should take more naps. – On The Basis Of Sex Movie Clip This movie clip is an excellent example of the central processing route. In this scene, a young RBG gave her closing argument in a court room. She is aimed to persuade her audience to change their views on gender and equality. She used impactful stories and facts from the past 100 years make her audience think about the changes in the US and to persuade them to change their current views. Peripheral Processing Route: – Privacy on iPhone This commercial is a good example that uses the peripheral processing route. The video does not explain how Apple’s products have good privacy. The video instead shows examples how important privacy is in everyday life and that Apple cares about privacy. For example, the video shows a montage of different types of “Keep Out” signs to show the importance of privacy. Hybrid: – Cymbalta Commercial The Cymbalta drug commercial uses a hybrid of both the the central and peripheral processing route. First, the commercial states all the terrible symptoms of depression and that Cymbalta can help to ease symptoms. This is a good use of the central route. However, the commercial does not go into detail about how Cymbalta can help but instead shows video clips of happy people. This is a good use of the peripheral route. Overall, I was more persuaded by the central processing route. I think this is because if the presenter had a good message/argument backed by facts, I was more willing to consider their message. For example, in the “Nap Time” speech the speaker did a great job at presenting all the advantages of napping so I was very persuaded by the message. Another great video was the “Stop Wasting Food” TedxTalk. The speaker also did a great job at presenting their message and I was influenced by their excellent points. On the other hand, I did not think the Apple commercial was persuasive because Apple did not tell me how they are better in privacy or what features they offer. Purchase answer to see full attachment Tags: public speaking Elaboration Likelihood Model Persuasion strategies User generated content is uploaded by users for the purposes of learning and should be used following our company’shonor code & terms of service.
