Summary: Introducing The Pcmc Model

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• how many types of integration between a persuasive message and its context can be distinguished and what are they called? 

  three, format, thematic, and narrative integration.

• hannah montana, bratz & dora the explorer are examples of what type of integration between a persuasive message and its context?

  narrative. it is an example of the semantic and/or conceptual relevance of the persuasive message within the narrative of the surrounding media context.
  

• what is the meaning of children's advertising literacy?

  their ability to recognize and understand the nature and intent of advertising
  

• what are the steps taken to construct this PCMC framework?

  1. introduce a model of children's persuasion processing. Integrate adult models of persuasion with theories of children's consumer development and socialization.
  2. theorize as to how a persuasive message may impact upon the type of processing, with the limited capacity information processing approach.
  3. use the model to identify several specific characteristics of commercial media content that may affect children's processing of persuasive messages.
  

• What are the two most widely adopted multiple-process models?

  1. The elaboration likelyhood model (Petty & Cacioppo)
  2. the heuristic systematic model (Chaiken & Trope)
  
  

• What fundamental assumption do the ELM & the HSM share?

  Under some conditions people process a message systematically and carefully (the systematic or central process) and under some conditions people rely on simple cues or shortcuts, using low effort mechanisms to respond to a message (heuristic or peripheral process).
  

• which three types of processes are used in the PCMC?

  1. ELM
  2. HSM
  3. the least elaborate process, characterized by a primacy of automatic and unconscious reactions: the automatic or experiental process (Chartrand) (in short: AMP, automatic persuasion process.
  

• systematic processing is based on what?

  It is based on relatively extensive, deliberate, and effortfull cognitive elaboration (petty)
  

• what are the two levels of systematic processing?

  1. the most elaborate level: critical systematic processing involves an awareness of the persuasive nature of the message, with the recipient actively applying the relevant persuasion knowledge or advertising literacy.
  2. on a less elaborate level: noncritical systematic processing involves a high awareness of the message or brand, without awareness of its persuasive intent.
  

• heuristic persuasion processing is characterized by?

  a moderate level of cognitive elaboration. moderate to low levels of attentio and awareness are used. and a low motivation and ability to process the message.