ELI5%3A%20 How does central vs peripheral advertising work on the mind and which one is typically the superior advertising tactic?
In: 1
Central means they’re appealing to your logical side so thinks ads like 4/5 dentists agree! Or bringing up the competition and comparing them to your brand. Or something like that. This is for people who like info.
Peripheral ads focus on optics. Celebrity endorsement, really attractive models. Those old axe body spray commercials where the man gets mauled by women comes to mind.
Neither is better than the other and most ads use both. It comes down to the viewer. Have you ever felt mentally exhausted? That’s a real thing, and when you’ve worn out all of your capacity for the day you like to have decisions made to you (like when you’re hungry but don’t know what restaurant you want to go to). You aren’t critically thinking so peripheral ads have a better effect on you. When you’re NOT running on fumes and you can think about the info you’re seeing then central will be more effective. In general, central routes of persuasion tend to create a better and lasting impression on a person. They won’t be as easily swayed from that Opinion bc they’ve engaged with the information on a deeper level. But for just ads? Really tailored to the target audience, what time of day it will be aired etc
Latest Answers