Maria Alejandra Garcia De la Ossa: The Application of the Elaboration Likelihood Model and the FCB Matrix for Creative Message Strategies: An Analysis of Magazine Advertising Content [PDF, 560K]

Emerson College, Spring, 2008
Advisor: Seounmi Han Youn

Abstract: Applying the Elaboration Likelihood Model and the FCB Matrix to magazine advertisements, this study examines relationships between the use of central and peripheral cues and different types of product. The main research objectives are to analyze the current trends in use of central and peripheral persuasive cues and observe how these cues are related to the nature of the products advertised. The major findings indicate that think products tended to use more central cues in their advertisement, while high involvement products tended to use peripheral cues in their advertisements. Managerial implications are discussed.