Final answer:
The Elaboration Likelihood Model of persuasion emphasizes the roles of communicator, communication, channel, and audience in persuasion, with two main routes: central and peripheral. The central route is most effective with an analytical and motivated audience, often used in situations where product quality and features are vital.
Step-by-step explanation:
The role of the communicator, communication, channel, and audience in persuasion is emphasized in the Elaboration Likelihood Model of persuasion. This model was introduced by Petty & Cacioppo in 1986 and describes two main routes that play a role in delivering a persuasive message: the central and peripheral routes. The central route to persuasion is most effective when the audience is analytical and motivated to engage in processing the information.
In the context of advertising, products that would benefit from the central route to persuasion include those where quality and features are paramount, such as computers. Ideal targets for this route would be individuals like small business owners, who would be influenced by details such as processing speed and memory capacity. Moreover, the Elaboration Likelihood Model acknowledges the significance of the message content, communicator's credibility, and audience's characteristics in facilitating attitude change.