Theoretical Premise Presentation
Dual Process
Pizza Hut
commercial featuring Blake Shelton
For my theoretical
presentation I choose a new Pizza hut commercial fronted by Blake Shelton. The reason this artifact struck me as
appealing at first was in the way Shelton makes fun of trusting celebrities’ as
spokesmen. As I looked further into the
Dual process theories I found irony that Shelton’s statement may actually be
more persuasive than I before thought. Using Elaboration likelihood method I
looked into how the message was presented to us centrally as well as
peripherally. According to the article (2007) Information Processing of Advertising among
Young People: The Elaboration Likelihood Model as Applied to Youth the
researchers explain that:
“The ELM the elaboration process of advertising data among
adults can take two separate routes depending on the level of involvement. On
the higher-involvement level, adults elaborated data through a central route,
being persuaded by means of a strong message that appeared in the advertisement.
On the other hand, on a lower-involvement level adults elaborated the data
through a peripheral route, being persuaded by the attractiveness of the
advertisement character (Cacioppo and Petty, 1989; Petty and Cacioppo, 1981;
Petty, Cacioppo, and Schumann, 1983; Te'eni-Harari,
T., Lampert, S. I., & Lehman-Wilzig, S. 2007)”.
In
the ELM the central route
captivates us through the value presented. Here is a pizza with five
breadsticks and ten cinna-sticks worth $17 dollars just under $9. Blake Shelton
tells us this deal is so good we won’t believe it. Logically this deal makes perfect sense. The central route also speaks through Shelton’s
scoff at celebrity endorsement. When Shelton laughs and say “you can believe me
because I am a celebrity” He pokes fun at how easy it is to believe something
because someone with credibility says so.
What is ironic about the whole thing is that by Shelton laughing he admits
to the ridiculousness of being so gullible and in a way dares you to defy him. This is the triple dog dare, the prove me wrong, show how arrogant I am by the statement and
find out for yourself that this deal isn't great.
On the other hand
one could skip through all the analytics and just enjoy the commercial for the peripheral
cue it is. In order to gain further incite on the impact of celebrity
endorsement I found a article called (2007) Effects of celebrity athlete
endorsement on attitude towards the product: the role of credibility,
attractiveness and the concept of congruence that points towards proven models of success
among celebrity spokesmen:
“The source
attractiveness model asserts that the effectiveness of a message depends on the
similarity, familiarity and liking of an endorser (McGuire model), and the
source credibility model asserts that the effectiveness of a message depends on
the level of expertise and trustworthiness of an endorser (Hovland model).
These models suggest that any celebrities who are credible and/or attractive
contribute to persuasive communication”.
Anyone who knows Blake Shelton from the TV series the Voice knows that Shelton has exquisite taste and judgment. Therefore If Blake Shelton deems the Pizza Hut box worthy for the American people then it must be so.
Anyone who knows Blake Shelton from the TV series the Voice knows that Shelton has exquisite taste and judgment. Therefore If Blake Shelton deems the Pizza Hut box worthy for the American people then it must be so.
References:
CACIOPPO, J. T., and
R. E. PETTY. "The Need for Cognition." Journal of Personality and
Social Psychology 42, 1 (1982): 116-31.
-----,
and -----. "The Elaboration Likelihood Model: The Role of Affect and Affect-Laden Information Processing in
Persuasion." In Cognitive and Affective Response to Advertising, P.
Cafferata and A. M. Tybout, eds. Lexington, MA: Lexington Books, 1989.
Te'eni-Harari, T., Lampert, S. I.,
& Lehman-Wilzig, S. (2007). Information Processing of Advertising among
Young People: The Elaboration Likelihood Model as Applied to
Youth. Journal Of Advertising Research, 47(3), 326-340.
TV Commercial - Pizza Hut Dinner Box - Featuring Blake
Shelton
Yeung-Jo, K., & June-Hee, N.
(2007). Effects of celebrity athlete endorsement on attitude towards the
product: the role of credibility, attractiveness and the concept of congruence. International Journal Of Sports Marketing & Sponsorship, 8(4), 310-320.
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