Persuasion can evoke strong emotional responses in people; fear is often used as a cue to persuade. Any variable that can elicit a response in people can be considered as a cue (Doran, 2012). Ultimately, the act of persuasion can be used by providing informative arguments or by using different cues that illicit a response in people. There are two commonly accepted types of persuasion, central and peripheral route; each has its benefits and drawbacks. The central route is more informational based and the peripheral route uses cue that are irrelevant to the message to persuade.
A benefit of the central route is that it informs the audience, which allows the audience to make an informed decision about the product or argument. A drawback is that central route is best applied to target audiences. A benefit of the peripheral route is the cues can bypass the conscious of the audience. The drawback is that cues can affect people different ways. As with the central route, the audience must be considered so the more effective cues can be used (Ukrainians & Thompson, 1999).
The two types of persuasion are different but often both routes are used together; his method is referred to as dual process mode. For example a cue can be used prior to the message, such as using an attractive speaker. The cue is used as a method of gaining the attention of the audience; after which, the relevant information can be presented. Research suggests that the collaboration of the two routes of persuasion can be extremely effective (Ukrainians & Thompson, 1999). Development of Persuasion in Commercials Commercials are forms of persuasion and most commercials frequently tell a story.
Commercials use persuasive factors like gender stereotypes and audience age to argue the desired audience to draw them closer to the product or service offered. Recent studies have examined how commercials depict gender roles; the perceived authority figures and offer the majority of voice-oversee in commercials. Likewise, females tend to be representatives for domestic products in commercials. Studies reveal commercials consistently depict these gender stereotypes by targeting adult audiences and younger audiences alike (Hinges, Barters, & Meier, 2007).
Studies have found the use of gender stereotypes in commercials and programming for monger children and adolescents; however, little evidence is available to prove commercials specifically target younger audiences. Much of the evidence found supports that commercials for younger children show a similarity in structure to adult commercials. For instance, studies have discovered there are more boys in commercials than girls, boy-only commercials are more prevalent than girl-only commercials, domestic situations depict more girls than boys, and there are more voice-oversee done by boys (Hinges, Barters, & Meier, 2007).
Elements of Persuasion The elements of persuasion are based on the communicator, what the message is, how the message is communicated, and to whom the message is said to (Myers, 2010). In the fight against teen violence commercial, the communicator is passionate in telling the story about how teen violence starts and the impact it has on the families involved. Using the peripheral route of persuasion, the commercial will persuade the viewers to remember and believe in the message because of the real- life scenarios towards teen violence.
The commercial uses emotional cues by honing horrifying pictures of the violence, arousing fear into the viewers. Showing real-life scenarios may make the viewer vulnerable; the vulnerability aids in increasing the awareness of the message. The target audience of the commercial is teenagers and young adults. Teenagers and young adults are easier to persuade because their attitudes change often; older adults attitudes tend to stabilize (Myers, 2010). Conclusion Persuasion is used in commercials to get individuals to feel a certain way about someone or something, or to buy a certain product.
There are two common accepted hypes of persuasion which are the central and the peripheral route. The central route to persuasion includes being convinced through arguments or the content of the message, while the peripheral route to persuasion includes being convinced in a way that is not centered on the argument or the message content. The development of persuasion in commercials target different audiences based on age or gender. In the commercial for teen violence, the audience is specifically for adolescents and young adults because they are the ones that are directly affected.