Elaboration Likelihood Model (ELM) In Print Advertisements: A Content Analysis of Advertisements Which Is Positioned In Special and General Interest Magazines
The Elaboration Likelihood Model which has been accepted as an alimentary system of persuasive communication explains the process of persuasive communication in two routes or ways. This study aims to analyze advertisements, which were positioned in special and general interest magazines using the Elaboration Likelihood Model and its strategies. This inquiry is conducted via purposive sampling methodology. According to the results of this research, the Elaboration Likelihood Model has been generally supported. All hypotheses that relate to general interest magazines are supported, however the hypotheses that relate to special interest magazines could lead to different results by extending the sample and by investigating different special interest magazines. When analyzing cognitive shortcuts which have been given to the readers in general interest magazine advertisements, results show an underling assumption that readers have both low motivation and low ability. On the other hand, special interest magazines readers are exposed to more argument than general interest magazines readers this presupposes that they have both high motivation and high ability.
Anahtar Kelimeler:
Detaylandırma Olasılık Modeli, Basılı Reklamlar, Özel İlgi Dergileri, Genel İlgi Dergileri, İçerik Analizi
___
- Aaker, J. L., and Williams, P. 1998. Empathy versus pride: The influence of emotional appeals across cultures. Journal of Consumer Research, 25: 241-261.
- Belch, George E. and Belch, Michael A. 2003. Advertising & Promotion: An integrated marketing communications perspective. McGraw-Hill/Irwin.
- Boone, L. E. and Kurtz D. L. 2005. Contemporary Marketing. South-Western College Publications
- Calder B.J., and Gruder, C.L. 1989. Emotional advertising appeals. In: Tybout, A., Cafferatta, P. (Eds.). Advertising and Consumer Psychology. New Jersey: Erlbaum, Hillsdale.
- Chaudhuuri, A., and Buck R. 1995. Media differences in rational and emotional response to advertising. Journal of Broadcasting & Electronic Media. 39: 109-125.
- Cho, C. 1999. How Advertising Works on the WWW: Modified Elaboration Likelihood Model, Journal of Current Issues and Research in Advertising, Vol 21 Spring.
- Coulter, K. S. and Punj, G. N. 2004. The Effects of Cognitive Resource Requirements, Availability, and Argument Quality on Brand Attitudes: A Melding of Elaboration Likelihood and Cognitive Resource Matching Theories, Journal of Advertising 33.
- Forret, M. L. and Turban D. B. 1996. Implications of the Elaboration Likelihood Model for interviewer decision processes, Journal of Business and Psychology 10.
- Harari, T., Lampert, S. I. and Lehman-Wilzig, S. 2007. Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to Youth, Journal of Advertising Research, Sep.
- Homer, P. M. and Kahle, L. R. 1990, Source Expertise, Time of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective, Journal of Advertising 19.
- Kassarjian, H. H. (1977). Content Analysis in Consumer Research, Journal of Consumer Research, 4(1), 8-18.
- Kotler, P. and Armstrong, G. 1991. Principles of Marketing. New Jersey: Prentice Hall, Englewood Cliffs.
- Malaviya, P., Kisielius, J. and Sternthal, B. 1996, The Effect of Type of Elaboration on Advertisement Processing and Judgment, Journal of Marketing Research 33.
- O’Keefe, Daniel J. 2002. Persuasion Theory & Research. CA: Sage Publications
- Pallant, J. 2013. SPSS Survival Manual. McGraw-Hill Education.
- Percy L. Elliott R. 2009. Strategic Advertising Management. New York: Oxford University Press
- Perloff, R. M. 2008. The Dynamics of Persuasion. New York: Lawrence Erlbaum Associates.
- Petty, R. E. Cacioppo, J. T. and Goldman, R., 1981. Personal Involvement as a Determinant of Argument-Based Persuasion. Journal of Personality and Social Psychology 41.
- Petty, R. E., Cacioppo, J. T. and Schumann, D. 1983. Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research 10, Sept.
- Petty, R. E., Cacioppo, J. T. and Stoltenberg, C. D. 1985. Processes of Social Influence: The Elaboration Likelihood Model of Persuasion Advances in Cognitive- Behavioral Research and Therapy 4.
- Petty, R. & Cacioppo, J. 1986, The Elaboration Likelihood Model of Persuasion.
- Petty, R. E., Kashmer, J. A., Haugtvedt, C. P. and Cacioppo, J. T. 1987. Source and Message Factors in Persuasion: A Reply to Stiff’s Critique of the Elaboration Likelihood Model. Communication Monographs. 54, Sept.
- Poiesz, T. B. C and Robben, H. S. C. 1996. Advertising Effects Under Different Combinations Of Motivation, Capacity, and Opportunity to Process Information, Advances in Consumer Research 23.
- Reichert, T., Heckler, S. E. and Jackson, S. 2001. The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion. Journal of Advertising 30.
- Stafford, M.R. and Day, E. 1995. Retail Services Advertising: The Effects of Appeal, Media, and Service. Journal of Advertising 24, 57-71.
- Szczepanski, C. M. 2006. General and Special Interest Magazine Advertising and The Elaboration Likelihood Model: A comparative Content Analysis and Investigation of the Effects of Differential Route Processing Execution Strategies. PhD diss., State University of New York.
- Tellis, G. J. 2004. Effective Advertising Understanding When, How and Why Advertising Works, Thousand Oaks, CA: Sage Publications.
- Um, Nam-Hyun 2008. Revisit Elaboration Likelihood Model: How Advertising Appeals Work on Attitudinal and Behavioral Brand Loyalty Centering Around Low vs. High-Involvement Product. European Journal of Social Sciences 7.
- Weinberger, M. G. and Gulas, C. S. 1992. The Impact of Humor in Advertising, Journal of Advertising.
- ISSN: 1305-970X
- Başlangıç: 2006
- Yayıncı: Yaşar Üniversitesi