WEEK 4: AT A GLANCE SOURCE FACTORS AND THE STRUCTURE OF PERSUASIVE

Thus far in the course, you have focused a good deal on how you engage with your social worlds when you are persuaded. This week, you will continue with an emphasis on two different sources of persuasive messages. One is a very common source: advertising on television and the Internet. Recall last week’s learning about routes used to process information. When you view ads while watching a television program or surfing the Internet, are you more likely to process with the central or peripheral route? You will have a chance to think about this question further as part of your Discussion this week.

If you watch any amount of television or spend any time online, it is hard to avoid advertising. However, the second source of persuasion you will address is more optional for many people. You will consider a U.S. presidential debate and, through your study this week, be guided in awareness of an array of factors that influence which candidate holds more persuasive power for you.

Keep in mind that what you will explore this week has many applications. The insights you gain from analyzing persuasive messages can be beneficial beyond helping you make consumer and

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