6) A group of students have been asked to produce a short film to encourage more school leavers to apply for science degree courses at university instead of art-based course
a) Using your knowledge of psychological research into persuasion and attitude change, identify some factors which the film maker may take into account (4 marks)
The Elaboration Likelihood model (ELM) shows some of the factors which the filmmaker may take into account. This model suggests that the film maker should either choose to adopt a control route (which includes a high elaboration message) or a peripheral route (includes a low elaboration message). In order for the film maker to decide which route to choose, they should consider the motivation and ability of the audience. This will be because the control group will be most useful when the motivation and ability of the group are high. The motivation of the audience will be higher when the message has the most personal relevance. This route will also be most effective if the ability of the group is higher as they are more likely to have greater understanding of the message. The peripheral message would be more useful if the motivation levels of the audience are low as there are likely to be distractions as the person may have limited personal relevance to the message. In addition this would be useful if the ability of the audience is low as they are likely to not fully comprehend the message and therefore would be more likely to not pay attention to it.
b) Explain how factors such as those you have identified in a) might help to persuade young people to apply for a particular course (10 marks)
The factors shown in 6a may help to persuade young people to apply for a science degree instead of an art course for multiple different reasons. By using a control route shown in the Elaboration likelihood model which includes a high elaboration