The advertisement analysis

Assignment #3: Select four advertisements (from any sites of your choosing),

two of which largely take a central route to persuasion and the other two of

which largely take a peripheral route to persuasion. For each ad, (1) explain why

you think it is taking the persuasion route that you associate the ad with, (2)

identify the central product related information and the peripheral non-product

information used in the communication, (3) provide an reasoned assessment of

its overall effectiveness (or persuasiveness) in bringing about a positive change

in brand attitude (A

br

) or purchase intention. (To do a better assessment, you

might want to examine the ad’s effectiveness in each of the three stages –

attention, comprehension, and persuasion – included in the elaboration of

likelihood model of persuasion presented on the last lecture slide for Ch. 8.) Be

sure to provide the web addresses and a brief content description of each