Banners, like other forms of advertising, persuade using one of two approaches, or routes, to persuasion, as described by the Elaboration Likelihood Model developed by Petty and Cacioppo. The approach you select depends on the assumptions you make about your target audience. |
The central route involves logical argument and counterargument on the part of the reader. This approach works best if your audience already has some interest in your topic and will be motivated to think about the ideas you are presenting.
The peripheral route often uses attractiveness and an appeal to emotion. If you just want to catch your audience's attention and interest, but not necessarily have them think very hard about what you are saying, this is the best approach.
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