Peripheral Route Of Persuasion

According to the Elaboration likelihood model, there are two routes to persuasion. The central route, which is, thoughtfully considering the arguments, presented. An audience has to be listening and able to understand the argument given. The central route is often more likely to lead to a lasting persuasion, if the audience thinks initially thinks favorably of the argument. While the peripheral route to persuasion is when the audience decides to agree with the argument due to factors outside of it, like the validity of the source or how attractive the person making the argument is. The peripheral route is more of a temporary attitude change if the argument is accepted, and focuses on things the audience may already think fondly of. An example
It would be effective doing this since many consumers may be persuaded by the perceived benefits of this particular sports drink. Listing the benefits in a way that may convince a consumer to possibly buy all three for all factors of performance. The fact of it being the brand Gatorade, which is already a popular well-known sports drink brand, may boost the effectiveness of this route because they already have some credibility for their product by being such a prevalent brand of sports
Sources that are well known and generally well liked are; sources that are attractive or credible are more likely to be believed. If the message being presented is not subtle enough, or arguments that are strictly one sided are less persuasive. Finally, the audience matters, an audience that is distracted is easier to persuade. In the Gatorade ad, there is credibility for the company and its products; also in the “Got Milk?” ad, “The Rock” can be seen as an attractive celebrity endorser. The messages in both ads are subtle; the companies want to purchase their products but are not being overly loud or insistent. Both of these ads are available to the public as a whole so they have a broad audience, although younger people may be more convinced by the “Got milk?” ad than adults, which is corresponding with the posters mainly being placed in grade