Question Description
Assignment #3
: Select four advertisements (from any sites of your choosing),
two of which largely take a central route to persuasion and the other two of
which largely take a prepheral route to persuasion. For each ad, (1) explain why
you think it is taking the persuasion route that you associate the ad with, (2)
identify the central product related information and the prepheral non-product
information used in the communication, (3) provide an reasoned assessment of
its overall effectiveness (or persuasiveness) in bringing about a positive change
in brand attitude (A
br
) or purchase intention. (To do a better assessment, you
might want to examine the ad’s effectiveness in each of the three stages –
attention, comprehension, and persuasion – included in the elaboration of
likelihood model of persuasion presented on the last lecture slide for Ch. 8.) Be
sure to provide the web addresses and a brief content description of each
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