Essay Problem
In the ad cited below, Matt Damon partened with Stella Artois to participate on a campaign that works to bring attention to one of the biggest problem many people on Earth are facing right now and that is the need of water. In the essay, it is important to explain how the campaign used the Elaboraiton Likelihood Model to attract the viewer through Peripheral cues and actually get them to engage with the YouTube video "Matt Damon Surprises People with ‘The Wait for Water'".
How did Matt Damon's "wait for water" campaign used the elaboration likelihood model to get the viewers attention and interest?
The Elaboration Likelihood Model concepts:
Elaboration
Central and peripheral routes
Peripheral cues (heuristics) - see powerpoints
Motivation to process
Personal relevance/involvement
Personal responsibility
Incongruent information
Need for Cognition (NFC)
Ability, Distraction, Prior Knowledge
Central vs. peripheral routes
Attitude change and central/peripheral routes
How to influence attitudes
Using ELM in messaging.
The response should include a reference list. One-inch margins, Using Times New Roman 12 pnt font, double-space and APA style of writing and citations.