homework: persuasion via CENTRAL ROUTE

the ad: Recent Safeguard Ad

*Click Picture for larger image

Goal:

• persuade people to use their product
• persuade people to wash hands regularly

Motivated to Process: YES
Personal Relevance: Health is wealth, as the mantra says. The soap is relevant to everyone so as to prevent sickness and maintain good hygeine
Need for cognition:

• Why should we wash our hands regularly?
• How can the soap prevent diseases?
• is this proven effective?

Able to Process:YES
Free from distraction: Yes, the issue,as well as the animations, makes people tune in to the ad
Sufficient knowledge:
USE of FACTS:

• Supplied causes of diseases
• Proven by Pamet
  
• Supplied ingredients of the soap that would prevent diseases.
  

Type of Cognitive Processing:
Argument quality: generated favorable thoughts -STRONG


_____

The Advertisment travels through the central route because it elaborated facts and ideas. It also provides enough reasons and a good argument on why one should wash his hands regularly.