5. THE CENTRAL ROUTE
Presents information with strong
arguments, analyses, facts and logic. A
politician campaigning should present
clear and detailed information of the
change he will bring using facts against his
opponents.
6. THE PERIPHERAL ROUTE
emphasises emotional apeal, focuses on
personal traits and generates positive
feelings. In politics, this route during
campaign includes generating excitement
and enthusiatic delivery: BDP slaughtering
cattle for voters, banners, parties, personal
appearances. Concerned with style and
image.
7. SOURCE COMMUNICATOR
A person who presents the arguments or
information
Persuades someone to adopt your point
of view.
SHOULD BE
Honest , trustworthy, have expertise &
credibility
8. MESSAGE
In the central route, the message of the
persuader will contain convincing &
understandable facts
in the peripheral route, the message will
be designed to arouse emotion, sentiment
and loyalty
9. A message can be one-sided. i.e. you
present only the message you want
accepted. e.g. smoking
Or it can be two-sided. i.e. you present the
for and against points
10. AUDIENCE
The persuader has to know the
characteristics of the audience. e.g.
audiences interested in facts, use the
central route. For audience interested in
personal traits, use the peripheral route.
