Peripheral Route Processing

Childhood Obesity

I have selected two advertisements that seem to have been designed to induce Peripheral Route Processing. The first advertisement mentions nothing of the dangers of obesity or childhood obesity, nor does it attempt to tell parents why obesity during childhood is so dangerous. Instead, the message contains a picture of a doctor, and simply states “Childhood obesity. Don’t take it lightly.” The idea is that, while the message may not actually provide you with any information, the fact that a rather grim looking doctor is paired with the message should convey to the reader that childhood obesity is dangerous, should be taken very seriously, and should be addressed if it has become a problem.

Dont look like the back end of a bus!

The second advertisement induces Peripheral Route Processing through humor, showing a picture of the back end of a rather large man coupled with the words “Don’t Look Like the Back End of a Bus.” Again, the advertisement delivers a simple message. Certainly it provides no information, but it is short and to the point and very effective. Who wants to look like the man in the picture? Furthermore, who would want to ever have a rear end that resembles the back of a bus? And finally, the fact that the advertisement is indeed displayed on the back of a bus drives home the message even further. All of these facts combine help convey to the public that obesity is indeed a problem, and while it can be humorous, it can also be horribly embarrassing to the party being ridiculed. The advertisement strives to embarrass individuals in hopes of inspiring them to control their obesity.
by,
bryan