An advertising agency is creating two public-service announcements encouraging middle-aged men to take steps to ensure continued prostate health. One announcement is likely to reach an audience of men in their late 30s and early 40s; the other should target men in their 50s. The younger men are probably less interested in prostrate health than are the older men, who may well be highly motivated to consider the topic. Based on this information, which recommendations might the agency draw from research on central and peripheral routes to persuasion?

Question

Quizplus · Accepted Answer

The younger men are likely to be less interested in prostate health, so the advertising agency should use the peripheral route to persuasion, which focuses on emotional appeals and superficial aspects of the message, such as attractive spokespeople, humor, or music. The advertisement aimed at the older men should use the central route to persuasion, which involves rational and logical arguments, evidence, and statistics, since these men are more actively involved in the topic and may want more information to base their decisions on. Therefore, choice A is the best answer.

An Advertising Agency Is Creating Two Public-Service Announcements Encouraging Middle-Aged