Commercials

       What commercial works better for you?  One that is straight forward with facts and information about why the product is the best or cheapest or one gives clues to buy the product but doesn’t directly say it.  Most people are unaware that there are differences in commercial advertising.  They are focused for different uses and products.
      Commercials that are straight forward are using a central route to persuasion.  This route is used to advertise that the product being sold is better than other products.  A common example is a car commercial.  They state the miles per gallon, engine size, and low price to persuade you to buy the car.  People want central persuasion with expensive purchases because they care more about the features. 
      Commercials that are vague about the product and use a gimmick are using a peripheral route to persuasion.  This often includes a song, poem, or a catchphrase in the commercial to stick in your brain.  Take the Old Spice commercials.  They say random things then hold and make ridiculous claims that you know are false while holding the product.  The goal is for your brain to remember it when you are in the grocery store buying goods.  These commercials work very well for small priced items because people are more entertained by the commercial then they are about which product is better.  They will often form bias to one product due to a specific commercial because they thought it was funny.
      Next time the commercials come on, try and spot whether the commercial is using a central or peripheral route to persuasion. 

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