How Socks and the Elaboration Likelihood Method Should Influence your Persuasive Appeals.
When was the last time you were persuaded by an advertisement? Not just paid attention to it or enjoyed but, but I mean really, paid attention to it? If you’re like me, it has probably been a while, and it was probably for something you really care about or maybe are involved in.
For me, the last advertisement that really got me was socks. Now I know what you’re thinking, “Socks? Really…?” But this Bombas spot really got me thinking that maybe it’s time to get a new pair of socks. They nailed all the points that make me hate the socks I do own: the annoying seams, the lack of arch support, and even the uncomfortable cotton.
Well, what does Communication Theory or the Elaboration Likelihood model have to do with socks? Well, a lot actually, and here’s why.
The Elaboration Likelihood model is all about persuasion and the two different ways a message can be processed by an audience that’s in the process of being persuaded. If you’re unfamiliar with the Elaboration Likelihood, or even an expert, give this video a quick watch. It does a wonderful job of breaking the model down into easy-to-digest terms and can get you up to speed in under 2 minutes.
So, the Central Route and the Peripheral Route, which one should we use? Or, maybe we should use both? Most often, advertisers and media practitioners will focus on one more than the other; however, I think in today’s digital era, it’s more critical than ever to consider using both.
Take, for example, a message that may be thoroughly detailed, wonderfully informative, and make a logically sound argument. But, if it’s not attractive or engaging, what are the chances it breaks through the 6,000+ ads we’re exposed to every day? We won’t get the chance to be persuaded by it because, well, we won’t even see it. On the flip side, take an advertisement that is engaging and beautiful, and maybe even promoted by your favorite celebrity. But how do we know the product’s details and attributes? What makes it better than its competitors other than looks? What happens when you see an ad for something just as exciting but maybe less expensive or made with better ingredients? That logical thinking might dissuade us from the eye-catching celebrity. (Sorry, David Beckham.)
By using both, advertisers can ensure their message cuts through the digital noise and persuades the right people, their future customers. It’s important to note that yes, everyone is different, and certain people aren’t persuaded the same way others may be. However, a 2015 study found that when it comes to social media marketing, audiences valued both images and striking visuals (Peripheral Route) just as much as they did clear content that addressed their personal needs (Central Route). Appeals to both methods of persuasion were valued and, most importantly, influenced their decisions.
If I were a media practitioner and had the responsibility of influencing and persuading my target audience, I would no doubt utilize both routes of the Elaboration Likelihood Model in my persuasive appeals. There’s no one-size-fits-all in advertising and communication, especially when it comes to real people. So, why not appeal to everyone? Yes, central route processing more often creates long-term behavioral change, and if I had to choose a single approach, it would certainly be my first choice. But, that’s the beauty of modern advertising: we don’t have to. An ad can be exciting and logically compelling. You can have kittens, funny jokes, and practical details about your socks all in one, just like Bombas did.
Oh, and if you’re not convinced, go ahead watch it again. They really might just be the most important socks in the world. Thanks, Bombas.
