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Peripheral Cues or Persuasive Arguments? An examination of print advertisements from an ELM perspective

Polacek, Scott Robert
http://rave.ohiolink.edu/etdc/view?acc_num=osu1337825572

Abstract Details

2012, Master of Arts, Ohio State University, Communication.
Keller and Lehmann (2006), preeminent scholars in the area of marketing and branding, pointed out that little academic research has been conducted regarding the impact of visual elements, such as a company’s logo, slogan, or tagline, on consumer attitudes toward marketing efforts. Therefore, in an effort to enrich this area of literature, this paper proposes an incorporation of the use of a particular visual element in a print advertisement into the larger framework of the elaboration likelihood model. Specifically, a 2 (issue involvement level: high or low) x 2 (argument quality: strong or weak) x 2 (visual element presence: present or absent) experiment will ideally explore under which conditions audience members tend to engage this aspect of an advertisement as a central argument or peripheral cue. In addition to providing a centralizing literature review of marketing and communication literature regarding branding, brand equity, brand positioning, and the elaboration likelihood model, this paper will offer practical advice to marketers of given brands by describing how different consumers potentially react to the use of a visual element in advertising.
John Dimmick, PhD (Advisor)
Osei Appiah, PhD (Committee Member)
Communication; Marketing
ELM; visual elements; advertising; elaboration; marketing; persuasion

Recommended Citations

Citations

  • Polacek, S. R. (2012). Peripheral Cues or Persuasive Arguments? An examination of print advertisements from an ELM perspective [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337825572

    APA Style (7th edition)

  • Polacek, Scott. Peripheral Cues or Persuasive Arguments? An examination of print advertisements from an ELM perspective. 2012. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1337825572.

    MLA Style (8th edition)

  • Polacek, Scott. "Peripheral Cues or Persuasive Arguments? An examination of print advertisements from an ELM perspective." Master's thesis, Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337825572

    Chicago Manual of Style (17th edition)

osu1337825572
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© 2012, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.