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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 10:
The Banner Itself

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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