Magazine ad analysis 1-1.5 page Essay Example | Topics and Well Written Essays - 500 words

Magazine ad analysis 1-1.5 page - Essay Example The other half of the ad features a large picture of the product and three small close-ups of portions of Parker’s face on a black background and explained with a good deal of text. As a result, the ad is presented in a split vertical panel allowing one side to ‘speak’ to the consumer on an emotional level while the other side ‘speaks’ on a more scientific level to try to convince customers to purchase this product. This presentation makes it clear that the Elaboration Likelihood Model is being used to persuade customers to purchase the product. The Elaboration Likelihood Model consists of two routes of thinking. The first of these is the central route. The central route uses high elaboration to encourage extensive issue-relevant thinking. This route is taken on the right side of the advertisement in the black panel. Here, the consumer is shown close-up specific areas of the face that the product is intended to improve. While the text promises that with use of the product â€Å"skin looks dramatically younger†, the close-up pictures illustrate where it improves appearance by plumping the skin such as around the mouth area, how it improves appearance by filling in lines such as those usually found on the forehead and how it smoothes skin with a close-up of Parker smoothing the product over her cheek with a carefully manicured hand. The final piece of information provided in this panel is a circle divided into three equal parts, each of which is filled with a symbol or segment of a main ingredient used in the product. This suggests that the product is all-natural and thus presumably healthier than other products that are built with more chemicals. This high degree of information forces the intended consumer to consider the various issues involved in her choices for skin care products, promising desired results in a healthy, all-natural material. The second route of thinking used in the Elaboration Likelihood Model is the