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ELM - What are the two main routes to persuasion What...

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What are the two main routes to persuasion? What effects does the route to persuasion have on attitudes and behavior? When should each route be used?
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Left or Right Brain Advertising? Source: Rapp & Collins (1984)
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Left or Right Brain Advertising? Source: Rapp & Collins (1984) Left Brain “True ‘reason-why copy is logic, plus simplicity, plus conviction, all woven into a certain simplicity of thought – predigested for the average mind, so that it is easier to understand than to misunderstand.” – John E. Kennedy , mentor of Albert Lasker at Lord & Thomas “Advertising people argue that its good to make it simple. But that’s not the point. People want to know. Advertising ought to give them the information they need.” –Helmut Krone, EVP of Doyle Dane Bernbach Right Brain “If an idea makes me laugh, that is a sure sign it’s a good idea. All commercials should be entertaining, no exceptions. Somebody is making the business too rational, which is wrong. Advertising is an emotional industry…” – Lou Centlivre , executive at Foote, Cone & Belding “We have less time to read, browse, meditate and muse. There is such a multiplicty of messages striking us from every side … that it seems sometimes that only the lightning message of a picture can strike deep and hit home…” – Margot Sherman, VP of McCann-Erikson
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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From: http://cancercontrol.cancer.gov/brp/presentations_1/PDFs/petty_presentations.pdf
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