Audiences with low ego-involvement typically do not possess strong attitudes towards a subject, positively or negatively. If presented properly via peripheral persuasion cues (e.g. credibility, visual stimulation, etc.), arguments either for or against a topic can be effective persuasion. However, any attitude change is not long-lasting and can be reversed with an equally believable argument in favor of the opposing side. In contrast, highly ego-involved audiences are firm in their positions and are not easily persuaded; the central persuasion route must be taken because peripheral cues appear transparent and flagrant to the highly ego-involved (Sereno). Nevertheless, if attitude change does occur with the central route, it is long-lasting and unlikely to change in the future. It is easy enough to identify ego-involvement levels in an audience based on their attitudes, but the challenge arises from a large audience—such as those targeted by a mass medium, like film—that possess a mix of high and low ego-involvement. Fortunately, film can use of both routes of persuasion simultaneously; peripheral persuasion emerges from the film’s visual storytelling and central arguments are embedded within the story’s plot and themes. This is especially beneficial when approaching audiences of varying age
Audiences with low ego-involvement typically do not possess strong attitudes towards a subject, positively or negatively. If presented properly via peripheral persuasion cues (e.g. credibility, visual stimulation, etc.), arguments either for or against a topic can be effective persuasion. However, any attitude change is not long-lasting and can be reversed with an equally believable argument in favor of the opposing side. In contrast, highly ego-involved audiences are firm in their positions and are not easily persuaded; the central persuasion route must be taken because peripheral cues appear transparent and flagrant to the highly ego-involved (Sereno). Nevertheless, if attitude change does occur with the central route, it is long-lasting and unlikely to change in the future. It is easy enough to identify ego-involvement levels in an audience based on their attitudes, but the challenge arises from a large audience—such as those targeted by a mass medium, like film—that possess a mix of high and low ego-involvement. Fortunately, film can use of both routes of persuasion simultaneously; peripheral persuasion emerges from the film’s visual storytelling and central arguments are embedded within the story’s plot and themes. This is especially beneficial when approaching audiences of varying age