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February 12 - Audience needs a reason to keep paying...

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February 12, 2008 Communication Class Notes Elaboration likelihood model Getting people to pay attention Peripheral cue something that has a short term persuasive impact, emotional gut reaction Ex: getting someone a present for Valentines Day Food is a peripheral cue, because it’s a base need…the very idea and the image of the food Central cue something that has long term persuasive impact, and speaks more to the brain as opposed to a gut reaction, sticks with you over time Ex: writing a love note Need personal experience and personal relevance Good commercial gets attention with the peripheral cue and then keeps it with the central cue Central cues have a limited span when they can keep your attention on their own
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Unformatted text preview: Audience needs a reason to keep paying attention Interspersing peripheral and central cues layered together What types of peripheral cues do individuals have to get people’s attention?-personality-appearance-acting out of character-social balance-in most cases, messages about people will grab attention over messages about inanimate objects Diabolical haunting Compare things side by side or show you a before and after central cues How does this theory connect with the other theories we’ve studied so far in this class?-how do you get people to actually communicate with you?-core goal of all human beings to communicate and connect with other human beings...
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