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It is obvious that each of these campaigns was focused on a specific target audience. What may not have been so obvious was that each of the ad campaigns was also based upon the involvement or interest of the voters (Perloff, 1993). This involvement or interest is a component of the Elaboration Likelihood Model. This theory helps advertising consultants decide what elections are important to voters and what elections have no relevance to anyone but lawmakers (Perloff, 1993). Important elections, such as the gubernatorial race will have strong arguments and depth while not so significant elections, such as the clean water initiative will rely on cues that are undemanding in terms of the amount of brain power used (Perloff, 1993)...
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