Elaboration Likelihood Model
The first one is the advertisement of the TRUST FAMILY PROGRAM wherein it promotes the use of contraceptives. For me, this uses the central route. The Ad really explains its’ motive from the biggest detail to the least detail. The doctor or the TRUST PROGRAM personnel interviewed in the Ad clearly elaborates what they wanted to tell its audience. The ad thoroughly explains what their product is all about. There really is high elaboration in the process.The speaker talks about the modern family planning through encouraging the audience to use oral contraceptive pills. Most of its viewers would probably be persuaded by the speaker, no matter how she delivers the message, since the message itself is really significant to most of us. As what the ELM says: sometimes the stand of a person will be much more influenced by what the message says than by the characteristics of the person who says it.
The next TV Ad is the commercial of Ponds Age Miracle Cream. This one obviously uses the peripheral route. No much elaboration on the process yet it totally gets the attention of the audience, especially me. This Ad does not thoroughly elaborate its motive yet it has persuaded me to agree with them or to like its Ad. The people behind this Ad knows for a fact that most Filipinos today love teleserye’s.So they have presented the Ad in a teleserye style without even a word coming out from the characters mouth. No further explanations have been done yet there persuasive power works for their style is unique. By simply watching it, the audience would easily get what the Ad is trying to say.
