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Psychology And Advertising


The Elaboration Likelihood Model claims that there are two paths to persuasion: the central path and the peripheral path.


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The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. When a receiver is doing central processing, he or she is being an active participant in the process of persuasion.


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Central processing has two prerequisites: It can only occur when the receiver has both the motivation and the ability to think about the message and its topic. If the listener doesn’t care about the topic of the persuasive message, he or she will almost certainly lack the motivation to do central processing. On the other hand, if the listener is distracted or has trouble understanding the message, he or she will lack the ability to do central processing.

The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive.


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The peripheral route also occurs when a listener is persuaded because he or she notices that a message has many arguments, but lacks the ability or motivation to think about them individually. In other words, peripheral cues, like source expertise (credibility) or many arguments in one message, are a short-cut. It is a fair gamble to go ahead and agree with the message if the source appears to be knowledgeable or if there are many arguments in support of the message. This route occurs when the auditor is unable or unwilling to engage in much thought on the message. Receivers engaged in peripheral processing are more passive than those doing central processing.



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Red – Red is a very powerful, dynamic color that reflects our physical needs whether to show affection and love, or to portray terror, fear, and survival. Red is also a very energizing color that can portray friendliness and strength, but can also be demanding and show aggression depending on its context.

Orange – Orange has a very interesting psychological meaning as it combines red’s power and energy with yellow’s friendliness and fun. The mix makes orange a good representation of physical comfort in our warmth, food, and shelter. (It even stimulates our appetite so watch out if you’re hungry!)

Yellow – Yellow is the epitome of joy, happiness, cheerfulness, optimism—you name it. Anything happy is almost always yellow. The wavelength of yellow is particularly long, making it have one of the most powerful psychological meanings, while also being the easiest color to visibly see.

Green – Green is a color of balance and harmony. It lends us a clearer sense of right from wrong since green incorporates a balance of both the logical and emotional. Green is one of the most-seen colors in nature reflecting life, rest, and peace. It is also a sign of growth, whether that’s in a physical object like plants or in our income and wealth.

Blue – Blue is known for its trust and dependability. It’s reliable, responsible, and mentally soothing. For that reason alone, it’s one of the most-liked colors across the entire world.

Purple – Purple is most commonly known for its imagination and spirituality. It possesses the energy and power of red, with the stability and reliability of blue, making it a perfect balance between the physical and spiritual. Purple is often used to show luxury, loyalty, courage, mystery, and magic.

Pink – Pink is a softer, less intense version of red that creates a sense of compassion and unconditional love. While it’s a very physical color, it soothes rather than stimulates, making it a perfect color for caring, understanding, and nurturing those in need.

Brown – Brown while maybe not the most visual stimulating color, is a great sign of structure, security, and protection. Whether it’s family, friends, and material possessions, brown offers constant support.

Black – Black is a color of sophistication, seriousness, control, and independence. Although, it can also be used to show evil, mystery, depression, and even death. Black is a very reserved color that completely lacks any light as it’s an absence of all the colors. It likes to stay hidden, in control, and separate from others.


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