Let’s Create: The Power of Persuasion
Using Elaboration Likelihood Model to craft a persuasive appeals.
Power of persuasion can be an easy approach in getting individuals to be lead by knowing what type of audience they are- specifically using the Elaboration Likelihood Mode theory. Elaboration Likelihood Model (ELM) is a theory when a persuader presents information to an audience. This, the elaboration refers to the effort amount that a viewer of the message has to process and evaluate- whether to accept or reject. The level of someone’s elaboration (high or low)can predict the likelihood what route the person will use (central or peripheral).
Processing
A summary of they type of routes based on elaboration in central and peripheral. Central route is the message is important. The central route creates a long-lasting attitude change because the audience really thinks about the message- usually because it personally to them. Peripheral route on the other hand, is a low lever of elaboration. A viewers that takes the route don’t want to spend time and effort to consider the message because it isn't relevant to them.
The Masterpiece
Knowing all this and putting the two types of channels, this theory would influence a persuasive appeal by focusing on a clear argument with creditable sources when it comes to audience that has high elaboration and central route because this route is logic driven and uses facts and data to convince people. For audience that has a low elaboration I would use emotions because they don’t really care. Their focus is the context and less on the message. But, because the audience is nor required to think in depth, this creates a short-lived attitude that can change base on their emotions.
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By knowing the audience one can make a special masterpiece for each persuasion piece!
