Elaboration Likelihood Model (ELM) In Print Advertisements: A Content Analysis of Advertisements Which Is Positioned In Special and General Interest Magazines

Gulbin DURMAZ; Hasan Kemal SUHER; Cisil Sohodol BIR

Article Details

Elaboration Likelihood Model (ELM) In Print Advertisements: A Content Analysis of Advertisements Which Is Positioned In Special and General Interest Magazines

Authors:

Gulbin DURMAZ | Hasan Kemal SUHER | Cisil Sohodol BIR

Publisher:

Yasar University

Journal:

Journal of Yaşar University 2016 Vol.11 Issue 41, pp.45-55

Document Type:

Article

Publication Date:

1/2016

Document Language:

English

Document ID (Org No.):

2000690969

Frequency:

Monthly

pISSN:

1305-970X

Abstract:

 


The Elaboration Likelihood Model which has been accepted as an alimentary system of persuasive communication explains the process of persuasive communication in two routes or ways. This study aims to analyze advertisements, which were positioned in special and general interest magazines using the Elaboration Likelihood Model and its strategies. This inquiry is conducted via purposive sampling methodology. According to the results of this research, the Elaboration Likelihood Model has been generally supported. All hypotheses that relate to general interest magazines are supported, however the hypotheses that relate to special interest magazines could lead to different results by extending the sample and by investigating different special interest magazines. When analyzing cognitive shortcuts which have been given to the readers in general interest magazine advertisements, results show an underling assumption that readers have both low motivation and low ability. On the other hand, special interest magazines readers are exposed to more argument than general interest magazines readers this presupposes that they have both high motivation and high ability.

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Article Details

Elaboration Likelihood Model (ELM) In Print Advertisements: A Content Analysis of Advertisements Which Is Positioned In Special and General Interest Magazines

Authors: Gulbin DURMAZ | Hasan Kemal SUHER | Cisil Sohodol BIR

Publisher: Yasar University

Journal: Journal of Yaşar University 2016 Vol.11 Issue 41, pp.45-55

Document Type: Article

Publication Date: 1/2016

Document Language: English

Document ID (Org No.): 2000690969

Frequency: Monthly

pISSN: 1305-970X

Issues

Authors:

Gulbin DURMAZ | Hasan Kemal SUHER | Cisil Sohodol BIR

Publisher:

Yasar University

Journal:

Journal of Yaşar University 2016 Vol.11 Issue 41, pp.45-55

Document Type:

Article

Publication Date:

1/2016

Document Language:

English

Document ID (Org No.):

2000690969

Frequency:

Monthly

pISSN:

1305-970X