The Likelihood Model Of Persuasion Essay

1. Persuasion is the concept of changing someone’s mind or supporting a certain value, belief, or behavior.
2a. Belief is what someone accepts as true or false in reality and is typically formed by someone’s past experiences. Religion, monsters, or global warming are all examples of ideas people believe in.
2b. Value is someone’s moral standard of right and wrong, and is based off of one’s motivations or aspirations of life. Common values include loyalty, patriotism, and trust.
2c. Behavior is a regular action of someone, such as a bad habit. Drug, alcohol, or food addiction are all negative behaviors.
3. Aristotle is a famous Greek philosopher and public speaker who lived in the fourth century B.C. He analyzed communication and persuasion to form three methods to persuade: ethos, logos, and pathos.
4a. Ethos is a method of using credibility to reinforce persuasive information to an audience. A trustworthy person will have a greater impact on an audience as a speaker because the speech will be more believable and the audience will be more likely to respond positively. Toothpaste ads typically have credible dentists say that they
The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. Direct and indirect routes are both methods that contribute to the ELM approach. Direct persuasion route requires giving the audience arguments and evidence to make them think about how a product is a necessity to them, such as gas that can make a car go faster, food that can make a person meet his or her weight loss goals, or insurance that can give practical help to someone who needs it. Indirect persuasion is the usage of other tactics that appeal to the audience without them necessarily realizing it. The audience can use their intuition to be drawn in by a speaker’s charm, a catchy jingle, or a picture of a celebrity using the