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--- elaboration_likelihood_model [2016/05/19 08:19] – [Central route] hkimscil
+++ elaboration_likelihood_model [2016/05/19 08:26] – hkimscil
@@ Line 35: / Line 35: @@
 ===== Peripheral route =====
+<WRAP column 45%>
   * When motivation or ability (to process information) is missing from the target audience, the persuader (advertiser) can use the **peripheral route** to persuasion. Peripheral messages rely on a receiver's emotional involvement and persuade through more superficial means.
     * e.g., Political campaign . . . . It is common for presidential candidates to air 30-second commercials that focus on portraying feel-good images of their "family values," patriotism, character, and likability.
     * Also, some candidates use celebrity endorsements, such as having a famous person or group give public support. For example, a number of NBA players publicly supported Bill Bradley during his 2000 run for presidential nomination.
   * When audience is unmotivated or unable to process an elaborated message, persuaders should focus on quick and easy ways to produce change. But, this method leads only to **short-term** change, if any change at all.
+</WRAP>
+<WRAP column 45%>
+  * 매직존슨의 커밍아웃과 AIDS에 대한 태도
+  * 유명인 = 매직존슨
+  * 지속적인 태도 변화가 이루어지지 않음
+  * 연구대상지원: 80 - 30 (80 - 40 여성)
+</WRAP>
 ===== Seven types of peripheral cue uses =====
 <WRAP column 45%>
@@ Line 76: / Line 83: @@
 <imgcaption image1|Elaboration Likelihood>{{ ElaborationLikelihoodModel.jpg?600 |Elaboration Likelihood}}</imgcaption>
 <imgcaption image2|Elaboration Likelihood>{{ elm.jpg?600 |}}</imgcaption>
+===== To do =====
+  * 자신이 캠페인하고 있는 상품 프로모션을 위한 메시지를 위의 ELM에 맞추어 디자인 하시오.