Paragraph 1
- Explain the difference between the central route and peripheral route in advertising
Paragraph 2
- Select a TV commercial that interests you, describe it, and discuss how use of the central and peripheral routes attempt to persuade you to buy the product
Instructions
- Write two paragraphs, one for each discussion question
- Due Wednesday at 11:59 p.m. ET
Guidelines
Discussion board posts are worth up to 25 points per week and will be graded according to the following guidelines:
- 20 points for initial response distributed as follows:
- 10 points for answering the initial post prompt completely
- 5 points for correct citation, reference, and use of APA style
- 5 points for correct grammar, spelling, and punctuation
- 5 points for a response post which is focused in nature and is at least 100 words in length
Please reply to Carin:
Explain the difference between the central route and peripheral route in advertising:
Companies use several techniques to make their products appealing to consumers such as packaging, colors, brand development, and advertising. Advertisers use two routes of persuasion to entice consumers to purchase products. The central route of persuasion is direct and appeals to logic and reasoning (Nevid & Rathus, 2016). The example I think of is the purchase a car. People research’s the features and ratings of the desired car and how the automobile compares to similar vehicles in the same class. To determine the best vehicle for the money an individual needs. The central route of persuasion is best when the company provides as much information as possible when advertising to appeal to the customer’s logic such as safety ratings, quality of the vehicle, and unique features that make the car stand out from competitors (Nevid & Rathus, 2016). The second form of persuasion is the peripheral route. This style involves using emotions and consumer’s other interests to make a sale (Nevid & Rathus, 2016). An advertiser may use specific music geared towards the target market, or a sports figure or a well-known actor as a spokesperson (Nevid & Rathus, 2016). The peripheral route of advertising hopes that the consumer will purchase the product based on the person endorsing it with little regard for the product itself (Nevid & Rathus, 2016). An example provided in out textbook of peripheral advertising is the football personality headed to Disneyland after the big game (Nevid & Rathus, 2016). Another peripheral route advertisement would be the milk commercials with the various movie, television and sports personalities with milk mustaches and the “Got Milk?” campaign that ran for 20 years.
Select a TV commercial that interests you, describe it, and discuss how the use of the central and peripheral routes attempt to persuade you to buy the product:
As I am writing this just a little over a week before the Super Bowl LI game between the Atlanta Falcons and New England Patriots I immediately think of the Super Bowl commercials. On most days TV Viewers change the channel or mute the commercials. However, during the Super Bowl, the commercial watching is part of the game day entertainment. I for one will be watching for the Budweiser commercial. Budweiser has used the peripheral route of advertising during Super Bowl for multiple years. The 2014 “Puppy Love” and 2015 “Lost Puppy” commercials pulled at the heartstrings of most watchers where the horse and the puppy were the main focus, not the product (Budweiser, 2014, 2015). The strength and power of the Clydesdale horses are in direct correlation to the long-established and consistent production of Budweiser beer and Anheuser-Bush brand recognition which works on the subconscious that when you go to the store for Super Bowl snacks to pick up Budweiser for the game. The 2016 ad used strong images and the words “not backing down” to re-establish itself in a tightened market of small-batch craft beers that are very popular (Budweiser, 2016). In contrast, the 2018 KIA Sportage TV advertisement start out with the image of the KIA Dealership (KIA 2018). An unknown narrator discloses that KIA is Americas best value, followed by the overview of the warranty, the quality, the artistry, and the ability to get America’s best value for only $218.00 per month (KIA, 2018). The ad is using the central route of persuasion by listing the essential elements that a person would consider in purchasing a car hitting on one’s logic and reasoning to consider the feature of the KIA Sportage when making this large purchase.
Reference
Kia Sportage TV Commercial. (2018). America’s best value. retrieved from https://www.ispot.tv/ad/wX3A/2018-kia-sportage-ame…
Budweiser Super Bowl Commercial. (2014). Clydesdale puppy love retrieved from
Budweiser Super Bowl Commercial. (2015). Lost dog. retrieved from
Budweiser Super Bowl Commercial. (2016). Not backing down retrieved from
Nevid, J.S. & Rathus, S.A. (2016). Psychology and the challenges of life: adjustment and growth, 13th ed. John Wiley & Sons, Inc.
Reply to Renee:
Discussion Question
Persuasion and Influence have been used in many different areas. Advertising is a major area that people use it. There are two types of persuasion; central route and peripheral route. Gathering and using direct information that is appealing to the audience is how central route persuasion is used. Showing something or someone that your intended audience views as influential, popular, or exciting is the way advertisers use peripheral route persuasion. (Nevid & Rathus, 2016.) Central route uses direct messaging. It explains what may be important to the audience through explanation of the quality of the product they are trying to sell. Peripheral route uses side images of a popular person or side dialogue from a well known athlete or movie star. It attempts to appeal to the attractiveness and the trustworthiness of the images or person that is used in the advertisement.
Snickers, “you’re not you when you’re hungry” campaign, used celebrities that replaced normal, everyday people. This particular commercial campaign is a great example of peripheral route persuasion. They interchange a well known, well liked celebrity with an average person doing average things. This draws the attention of the audience with attractiveness, trustworthiness, and likability of the celebrity. Then, they make it seem as though if you just ate a snickers bar, you would feel like yourself again and be able to get back to your average person activities. I find Betty White to be a personal favorite. So, the one that uses her as an average guy playing a pick up football game in the mud with friends is hilarious to me. Seeing it for the first time, I have to admit it was successful because it made me think of going out and buying a snickers.
Reference:
Nevid, J. S., & Rathus, S. A. (2016). Psychology and the challenges of life: adjustment and growth (13th ed.). Hoboken, NJ: John Wiley.