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__**A Summary of: Information Processing of Advertising Among Young People: The Elaboration Likelihood Model as Applied to Youth**__

This article discusses many studies conducted on different segments of children to find the effects of advertising on these groups. Many of the studies purpose was to figure out whether or not the Elaboration Likelihood Model was effective with young people. After conducting a study on over 300 young people, the findings showed that children did not use either the central or peripheral route of the Elaboration Likelihood Model. Because of these findings, the question of whether it was fair to target children in advertising was asked.

The article discusses the findings in three categories; advertisements involvement, information processing of advertisements, and advertisement efficacy in children.Multiple studies have shown that young people might use different routes. One of the reasons for this difference may be their media literacy level. As the ELM states, one must have both the motivation and ability to be persuaded. Young children may not have this ability.

Until the age of 8, children cannot recall or understand ads, however they are still influenced by them in matters of feeling positive or negatively toward the images shown. After about 8 years old, there are major cognitive changes in children. These changes and development are shown to lead to a greater understanding and memory. This development results in greater understanding and recall of advertisements. The article states that in order to understand how the ELM influences children, they must be categorized into subgroups. Each subgroup represents a different level of cognitive developments. They include ages 4 to 7, 8 to 11, and 12 to 15. In conclusion of the studies, the article states that after numerous research efforts, studies and experiments, the results show that the Elaboration Likelihood Model is not used by young children, meaning they use neither the central or peripheral route in interpreting advertisements.

Lampert, S., & Lehman-Wilzig, S.Te'eni-Harari, T. (2007). Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to Youth. //Journal of Advertising Research//, //47//(3), 326-340. Retrieved from Communication & Mass Media Complete database: []
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