Forms of Encoding Graphic Pictures Drawings Charts Pictures Drawings Charts Verbal Spoken Word Written Word Song Lyrics Spoken Word Written Word Song Lyrics Musical Arrange- ment Instrum- entation Voices Arrange- ment Instrum- entation Voices Animation Action/ MotionAction Pace/ Speed Shape/ Form Action/ MotionAction Pace/ Speed Shape/ Form
The Semiotic PerspectivePerspective Object Sign/Symbol Interpretant
Cognitive Response A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications Examines thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message
A Model of Cognitive ResponseModelofCognitiveResponse
Cognitive Response Categories Counterarguments Support arguments Source derogation Source bolstering Thoughts about the ad itself Thoughts about the ad itself Affect attitude toward the ad Affect attitude toward the ad Product/Message Thoughts Source-Oriented Thoughts Ad Execution Thoughts
Elaboration Likelihood Model Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content Central route – ability and motivation to process a message is high and close attention is paid to message content Routes to attitude change
Test Your Knowledge The elaboration likelihood model (ELM) states that there are two routes to persuasion, the central route and the peripheral route. With the peripheral route: A) The message is more likely to be received if a celebrity endorser is used B) The message should lots of information C) The receiver is viewed as very actively involved in the communication process D) The quality of the message claims are more important than the spokesperson, headline, pictures, or music bed E) The sender is dealing with a high- involvement buying situation
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