The week seven campaign requirement states that the post must take either a “central” or a “peripheral” route when processing the message (See Booth-Butterfield & Welbourne, 2002, pp. 156-158). The following post and discussion explain the confusion a child may feel due to a lack of cognitive ability or life experience. Complexity may prove fatal if a youth misunderstands a cleaning or home product and ingests or mixes substances outside of the manufacturer’s recommendation. The Facebook Campaign, remove hazardous home products can be found at facebook.com/hazardoushomeproducts.com.
The term cognitive dissonance describes a feeling of mental unease that results when beliefs run opposite to performed action. Another interpretation is the mental confusion one experiences when new information becomes present that conflicts with prior attitudes. Kids see and think about things differently. Adults with the cognitive ability to analyze multiple messages forget that, “If a person has very little knowledge about a topic, thoughtful scrutiny of the arguments in a message might not be possible, leading to a reliance on peripheral cues.” (Booth-Butterfield & Welbourne, 2002, p 160)
The following Twitter represents a good depiction of how a young child will interpret viewing popular clearing products. The ad is titled “Hazardous household products – How kids see things differently.” It was released on a twitter account @Brilliant_Ads who currently engage with 1.93M followers. In an age where consumers have adapted to ignoring cheesy advertising slogans and direct push marketing, this post is taking an experimental approach to persuasion. In peripheral route processing, receivers use what is also known as the “rules of thumb.” This term, “rules of thumb,” refers shortcuts used to evaluate persuasive messages quickly. According to Booth-Butterfield, S. & Welbourne, J. (2002), “Thus, a person who processes a persuasive message via the central route is likely to evaluate and think critically about the arguments contained in the message.” (p.156)
The image of the twitter following is convincing in that the art does not allow for counter-argumentation. Relevancy is a non-factor for adults who are too experienced and educated to second guess their understanding that harmful chemicals can be fatal if consumed or handled improperly. The picture displays All-Purpose cleaners, Detergents, and Bleach all depicted as harmless kids toys.
As The Pro Dad continues the campaign to advocate for the education and removal of hazardous home products, it is recommended that items such as All-Purpose Cleaner, Detergents, and Bleach be removed from the reach of children and pets.
Booth-Butterfield, S. & Welbourne, J. (2002). The elaboration likelihood model: Its impact on persuasion theory and research (pp. 155-173). In J. P. Dillard & M. Pfau (eds.), The Persuasion Handbook: Developments in Theory and Practice. Thousand Oaks, CA: SAGE Publications. [eReserve]
The image can be found at https://twitter.com/Brilliant_Ads/status/884547986981871622.