Once we have chosen a communicator, the next step is to the thermal what type of message we should have him or her deliver. Neither social psychologists nor advertisers are so naive as to think that simply presenting a strong message is sufficient. No matter how good the massive is, it will not be effective unless people pay attention to it, understand it, accept it and incorporate it into their self concept. This is why we will attempt to choose good communicators to present our ads in the first place. And why we tailor our communications to get people to process them the way we want them to. The messages that we deliver may be processed either spontaneously, other comes for this include peripherally or heuristically, or thoughtfully on the other side.

On their terms were thoughtfully include centrally or systematically, spontaneous processing is direct, quick enough and the most effective responses to the mass First of all processing on the other hand is more controlled and involves a more careful cognitive elaboration of the meaning of the message. The route that we take when we process a communication is important in determining whether or not a particle message changes attitudes, because we are bombarded with so many perceiving messages and because we do not have the time, resources or interest to process every message fully, we frequently process messages continuously. And in these cases, if we are influenced by the communication at all it is likely that it is relatively unimportant characteristics of the advertisement such as the likability or attractiveness of the communicator or the music playing in the ad that will influence us. If we find the communicator cute if the music in the ad puts us in a good mood, or if it appears that other people are with us like the ad, then we simply accept the message without thinking about it very much.

In these cases, we engage in spontaneous message processing in which we accept a persuasion attempt because we focus on whatever is most obvious or enjoyable. Without much attention to the message itself. Charlie T can found that students who were not highly involved in stopping because it didn't affect them personally, we're more persuaded by a likable communicator than by an unlikable one, regardless of whether the communicator presented a good argument for the topic or for one. On the other hand, students who are more involved in the decision were more proceeded by the better message then by the poor one, regardless of whether the communicator was likable or not. They were not fooled by the likeability of the communicator, you might be able to see of some advertisements that are likely to be successful because they create spontaneous processing of the message by basing their persuasive attempts around creating emotional responses in the listeners.

And in this case, Is the advertisers use associational learning to associate the positive features of the ad with a product. television commercials are often a humorous and how to MOBA as frequently featured beautiful people having fun driving beautiful cars, and the slogans I'm loving it like this is good and good to the last drop are good ads in particles, they successfully create a positive effect invoice similar. In some cases, emotional ads may be effective because they lead us to watch or listen to that rather than simply change the channel or do something else. The clever and funny TV ads that are broadcast during the Superbowl every year are likely to be effective because we watch them or remember them and talk about them with others. In this case, the positive effect makes the ads more salient because in them to grab our attention, but emotional ads also take advantage of the role of effect informing information processing tend to lag things more when we are in a good mood.

And because positive effect indicates that things are key, we process information that less carefully when we are in a good mode does this continuous approach to perceive is particularly effective when people are happy. And advertisers, of course, try to take advantage of this fact. Another type of ad that is based on emotional response is one that uses fear appeals. So just add that show pictures of deadly outcome by accident to encourage a seatbelt use or images of lung cancer surgery to decrease smoking by enlarge, fearful messages are persuasive. Again, this is due in part to the fact that the emotional aspects of the ads, make them salient and lead us to attend and remember them in fearful ads and maybe also framed in a way that leads us to focus on the salient negative outcomes that have appeared for one pocket girl individual when we see an image of her person who is in jail for drug use, we may be able to empathize with that person.

And imagine how we would feel if it happened to us does these ads may be more effective than more statistical ads stating the base rates of number of people who are jailed for correct use every year. Although laboratory studies generally find that fearful messages are effective in persuasion, they may be less useful in real world advertising campaigns. Fearful messages may create a lot of anxiety and therefore turn people off to the message. For instance, people who know that smoking cigarettes is dangerous, but who cannot seem to quit any experience particularly in xiety about their smoking behaviors. Fear messages are more effective when people feel that they know how to react by the problem and have the ability to actually do so and take responsibility for the change. without some feelings of self sufficiency.

People do not know how to respond to the fear that If you want to scare people into changing their behavior, it may be helpful if you also give them some ideas about how to do so. So literally feel like they have the ability to take action to make the changes. On the other side, when we process messages continuously, our feelings are more likely to be important. But when we process messages truthfully, cognition prevails. When we care about a topic, find it relevant and have plenty of time to think about the communication, we're likely to process the message more deliberatively carefully and thoughtfully. In this case, we elaborate on the communication by considering the price and costs of the message and questioning the validity of the communicator and the message.

Thoughtful message processing of yours when we think about how the message relates to our own beliefs and goals and in both our careful consideration of whether the precision attempt is valid or invalid When an advertiser presents a message that he or she hopes will be successful fully, the goal is to create positive cognitions about the art object in the listener. The communicator mentioned positive features and characteristics of the product and at the same time attempts to downplay the negative characteristics. When people are asked to leave their thoughts about a product while they are listening through or right after they hear a message those holds the more positive thoughts also express more positive attitudes toward the product, then to those who is more negative thoughts because the total processing of the message bolsters the attitude thoughtful processing helps us develop strong articles which are therefore resistant to controversy ation