COM 337 Individual Project#1 ELM

Part 1: Essay (100 points)Format Requirement: 2-3 pages, double-spaced, 12-pt font, Times New Roman, 1-inchmargin Prepare a short paper to address the following questions:1. What is central route processing? What is peripheral route processing? Whichroute do you believe that can lead to more enduring attitude change? Why?2. Describe an ad or campaign message you have seen recently. Does it contain anysensitivity to central or peripheral cues? If so, did these cues facilitate yourmessage processing?3. Do two process routes often co-occur? Alternatively, do they dominate thecognitive pathway at different time points? Use examples based on yourexperience to support your argument.Part 2: Individual Presentation (100 points) Each individual need to prepare a 5-minute presentation. Points will be deducted for apresentation that is too short. It is important to avoid repeating content covered in lecture. Try to explain your ideas in detail in your presentation recording and avoid writingeverything down on your PowerPoint Slides. Feel free to use any prop or any audio andvisual material to illustrate your idea. Be creative! The PowerPoint slides and your presentation recording need to be recorded together. Recommended presentation recording software: PowerPoint, Panopto, Zoom, etc. Design or find TWO posters or videos that highlight either central cues or peripheralcues to promote the SAME issue (e.g., product, idea, behavior).1. Comparatively analyze these two posters/videos, and describe what cues aremore salient in each poster/video.2. Describe who the target audience of each poster/video are.3. How do audience characteristics and the central/peripheral cues in eachvideo/poster together influence peoples message elaboration?The post COM 337 Individual Project#1 ELM first appeared on Quality University Essay.

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