Peripheral Route to Persuasion

Peripheral Route to Persuasion

Peripheral Route to Persuasion occurs when the persuasive element is not a rational statement, but cues that trigger a response without time for a counterargument. Advertisements that use P.R. to P. depend on the attractive appeal of the advertisement then the actual reasons why you should buy whatever is being advertised.

In this advertisement for Lunchables Chicken Dunks the focus of the picture is on the little girl who is smiling. This ad does not try to persuade you to buy this product by rational reasons. This ad implies that your child will benefit emotionally from this product. The added quotation “pack a smile” implies that your child will surely be happy while eating this lunch. The only reasons to buy this product are in VERY small print at the bottom of the page.