Which attribute is most likely to lead to a positive response in a Peripheral Route advertisement?

The attribute that is most likely to lead to a positive response in a Peripheral Route advertisement is the use of visually appealing graphics and a familiar voice-over. This is because the Peripheral Route involves processing messages through superficial cues rather than deep, analytical thinking. Audiences responding through this route are typically less motivated or less able to focus on detailed information.

Visually appealing graphics can capture attention and evoke emotional responses, making the advertisement more memorable. A familiar voice-over adds a layer of comfort and trust, enhancing the likelihood of a positive reaction. This strategy aligns with the principles of the Elaboration Likelihood Model, which emphasizes that when individuals are not motivated to engage deeply with a message, they may be influenced by aesthetic and emotional factors instead.

In contrast, complex arguments, logical reasoning, and detailed instructions would entice viewers to engage in a central route of processing, which is not the focus in a Peripheral Route context. Thus, the characteristics of visual appeal and familiarity effectively resonate with audiences who are less focused on critically evaluating the advertisement.