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Pichay vs. Oreta

Pichay..

People often make fun of his name. But it is an advantage for a politician like him since it is easier for people to remember him. But is it enough?

In Elaboration Likelihood Model of Richard Petty and John Cacioppo, there are two mental routes to change a listener. Petty labeled the two cognitive processes the central route and the peripheral route (Griffin).

The central route involves message elaboration. Elaboration is “the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication.”
The peripheral route offers a shorthand way to accept or reject a message “without any thinking about the attributes of the issue or the object of consideration (Griffin).”

In the political ad of Prospero Pichay, people easily rejected this without dwelling deeper to the issues related to it. The attention of the people was drawn to Pichay not on the issues he presented.

Unlike the political ad of Tessie Aquino-Oreta, it was about the status quo of the children in the country regarding education. Education in our country remains a privilege where in fact it is a right.

I had a difficult time in spotting a political ad that falls under the central route. It is because almost all of the political ads belong to the peripheral route. I cannot blame politicians in using such strategy, since their goal is to grab attention. And they are given a short period of time to be remembered.

Their ad may fall under peripheral routes or not, what is more important is the service these people has to offer to our country.