Western Washington University Western CEDAR Journalism Faculty Publications Journalism 5-31-2018 Clearcut Persuasion? Audience Cognition of Mediated Environmental Advertising through the Lens of the Elaboration Likelihood Model Derek Moscato Western Washington University,
[email protected] Follow this and additional works at: https://cedar.wwu.edu/journalism_facpubs Part of the Journalism Studies Commons Recommended Citation Moscato, D. (2018). Clearcut Persuasion? Audience Cognition of Mediated Environmental Advertising through the Lens of the Elaboration Likelihood Model. Journal of Public Interest Communication. https://journals.flvc.org/jpic/article/view/104702 This Article is brought to you for free and open access by the Journalism at Western CEDAR. It has been accepted for inclusion in Journalism Faculty Publications by an authorized administrator of Western CEDAR. For more information, please contact
[email protected]. Journal of Public Interest Communications, Vol. 2 Issue 1, 2018 Journal of Public Interest Communications ISSN (online): 2573-4342 Journal homepage: http://journals.fcla.edu/jpic/ Clearcut Persuasion? Audience Cognition of Mediated Environmental Advertising through the Lens of the Elaboration Likelihood Model Derek Moscato Western Washington University Article Information Abstract Received: September 12, 2017 Through the theoretical lens of Petty and Cacioppo’s Elaboration Likelihood Model (ELM) and using the case of Oregon Wild and its Accepted: March 26, 2018 campaign against clear-cut logging on public lands, this study explores the impact of media coverage of contentious activist Published online: May 31, 2018 advertising on audiences. A survey with experimental conditions measures attitudes of audiences exposed to this interplay of advocacy Keywords communication. The study assesses partiality toward the sponsor Environmentalism organization, a willingness by the target audience to act on its behalf, and an understanding of the central environmental issue.