logos: a logical choice
Peripheral Processing, the second route, is a model that
involves focusing on cues not directly related to the
substance of a message.
What does ELM, as defined above, have to do with selling items related to
scrapbooking? A hypothetical situation, created by Gass and Seiter, gives
a good explanation: Rex and Trudy go on a dinner date. Trudy, very health
conscious, studies the menu carefully, and then inquires about the fat content
and calories in the menu items. She even asks the server about the kind of oil
used to prepare the pasta. Trudy, wanting all the details, is engaging in central
processing. Rex, on the other hand, smitten by Trudy’s good looks, hardly
looks at the menu before telling the server that he’ll “have what she’s having.”
Rex is engaging in peripheral processing, basing his decision on cues that are
not related to the items on the menu.
This understanding of ELM and the central and peripheral routes is very basic,
but can help increase sales when used as a foundation for logical appeals.
cencternatlr parlo pcreoscsiensg sing
invoinvolves thinkinlves thinking g
about the content
oof fa am mesesasgage,e a, nandd t hthe e
ideiadse asn adn idn fionrfomramtiaotn ion
contcoainentained in itd in it. .
The logical appeal of persuasion, also known as Logos, is an appeal based upon
logic or reason. A Logos based message contains strong enough evidence to
make it convincing, or persuasive.
While logical appeal presents in a variety of forms, from sales promotions
to advertising, one of the more obvious examples using Logos are Saturday
morning infomercials. How many of us have Oxy-Clean in our laundry room,
because the late Billy Mays successfully convinced us that Oxy-Clean is the
best detergent money can buy? It wasn’t so much Mr. Mays distinctive voice
(although it woke me from many naps on the sofa), capturing an audience’s
attention (not that it hurt), but more that he made us think Oxy-Clean, and the
scrapbook business 65
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