In the ad cited below, Matt Damon partnered with Stella Artois to participate on a campaign that works to bring attention to one of the biggest problem many people on Earth are facing right now and that is the need of water. In the essay, it is important to explain how the campaign used the Elaboration Likelihood Model to attract the viewer through Peripheral cues and actually get them to engage with the video.
The Elaboration Likelihood Model concepts:
Central and peripheral routes
Peripheral cues (heuristics) – see powerpoints
Motivation to process
Need for Cognition (NFC)
Ability, Distraction, Prior Knowledge
Central vs. peripheral routes
Attitude change and central/peripheral routes
How to influence attitudes
Using ELM in messaging
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