The Hovland-Yale model suggests that source credibility, message content, and characteristics of the receiver influence persuasiveness. A source seen as an expert is more persuasive. Messages without an obvious intent to persuade or that induce a moderate level of fear are more effective. More intelligent receivers are less easily persuaded because they are confident in their own opinions. The Elaboration Likelihood Model proposes two routes of persuasion - peripheral and central. The peripheral route uses quick, low-level thinking while the central route involves deeper evaluation of the message content.

1. Media – Persuasion

2. Hovland Yale
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Person – expert more persuasive
Content – 1 or 2 sided. More persuasive if we think they are not
intended to persuade. Fear.
Receiver - Self-esteem, age, intelligence. Low and high less easily
persuaded.
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G – Women more easily persuaded Sistrunk and McDavid 1971
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P + 1st model explain persuasion changes attitudes.
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T – Too many factors – not enouch focus on internal (how much
attention we pay)
I – Individual Differences. Rhodes + Wood meta-analysis found
evidence people in low intelligence more persuaded.
M – Methodological – Difficult to generalise

3. Perfect Outline:
The hovland-yale model persuasion suggests that the source,
content and receiver influences persuasiveness. If the source
is seen as more reliable, an expert, someone is more likely to
be persuaded because they are seen as more creditworthy.
The content of the message would be more effective if the
audience believe that they are not meant to be persuaded
and also if a moderate level of fear is implemented;
persuasiveness is more likely. Lastly, the more intelligent the
receiver, the less likely to be persuaded they are because
they have more confidence in their own opinion.

4. Elaboration Likelihood Model
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Petty and Cacioppo 1986:
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2 routes to persuasion:
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Peripheral – Low level mechanisms – message less
important.
Central – High level mechanisms – eval and content more
important.
Looks at internal processes :)
Individual Differences :) - Need for cognition: Vidrine et al
2007
Metaphor used :( - continuum.

5. Perfect Outline:
Petty and Cacioppo's elaboration likelihood model
suggests 2 routes of persuasion; Peripheral and
Central. The peripheral route uses low-level
mechanisms where the message is less important
than other factors and quick decisions are made. The
central route, however, is when the content and
evaluation of the message is more important.
Therefore uses high-level mechanisms.

6. Perfect Outline:
Petty and Cacioppo's elaboration likelihood model
suggests 2 routes of persuasion; Peripheral and
Central. The peripheral route uses low-level
mechanisms where the message is less important
than other factors and quick decisions are made. The
central route, however, is when the content and
evaluation of the message is more important.
Therefore uses high-level mechanisms.