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1. 2. 3. 4. 5. 6. 7. 8. 9. Phases of development Black Box Model AIDAS Model Lavidge & Steiner Model DAGMAR Model T. Joyce Model Heightened Appreciation Model The FCB Model The Elaboration Likelihood Model
MODEL OF MC
Based on various studies- explain how communication works. Three phases of development : 1. Early development phase (1898 1960) 2. Modern development phase (1961 1970) 3. Challenge & Defence period (1971 till date)
Black Box
Information processing
Response
Opinion & Attitude change
AIDAS MODEL
The Oldest & Most popular Model, St. Elmo Lewis (1900) Fifth step was added by Arthur Fredric Sheldon (1911)
Satisfaction
Action
Desire
Interest
Attention
)(1961
ATTENTION
REMINDER
MODIFIED
SELECTIVE PERCEPTION
REINFORCE INTEREST
THINKING
FEELING
1). Informative
HIGH
2). Affective
(FEEL - LEARN - DO)
Ex. Sports Car, Perfume, etc.
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1. Assumptions
Process trumps variables (SMCR) People are overloaded with persuasive messages It is impossible to evaluate every message People process messages in two fundamental ways
Central - elaborated Peripheral not elaborated
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2. Central Processing
Thoughtful analysis
Uses other messages/issues to evaluate persuasive message Creates a kind of internal debate
Tends to be more rational (logos) based Creates more resistant attitudes (inoculation theory)
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3. Peripheral Processing
Drivenmorebywho(ethos)ratherthan
what Based on heuristics or ROTs
Moreisbetter Attractedtothemessenger Passionequalscorrectness
Explainslearningtheory&attribution
theory Tends to produce less permanent impact
Short-term Lower-level of commitment
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4. Determinants of Path
Motivational & Ability Factors
High involvement & relevance Potential consequences Anticipated interaction Message complexity
5. So what?
Determine which route the audiences are
taking to process messages
Major decisions Central route Minor decisions Peripheral route
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