Question

Choose two of the four advertising techniques discussed in this lesson and write them below. Describe how they are used and create an example of each technique.

Answer 1

The central route of persuasion in advertising relies on logical arguments and quality evidence, while the peripheral route uses external cues like celebrity endorsements. Both techniques can be used effectively in different advertising scenarios, such as promoting a soft drink. Seeking outside opinions is a method to prevent groupthink by bringing in fresh perspectives.

Step-by-step explanation:

Two effective advertising techniques include the central route of persuasion and the peripheral route of persuasion. The central route of persuasion is used when consumers are motivated and able to process information; the advertisement therefore focuses on logical arguments and high-quality evidence.

For example, to advertise Bliss Soda, you might create a campaign that includes scientific facts about the high quality of ingredients and health benefits compared to competitors.

Alternatively, the peripheral route of persuasion focuses on external cues, such as celebrity endorsements or attractive imagery, rather than the actual product attributes. An ad using the peripheral route for Bliss Soda might feature a famous athlete enjoying the soda in a lavish setting, to associate the drink with a glamorous and successful lifestyle.

Seeking outside opinions is critical in preventing groupthink because it introduces diverse perspectives and challenges prevailing assumptions within a group. This process encourages critical and independent thinking, which helps in making more informed and rational decisions.