In recent election campaigns, there has been much criticism that campaign ads focus too much on building attractive images for candidates and too little on substantive issues of genuine importance. these two ways of trying to influence voters are dealt with by the approach to persuasion called

ELM or as known the elaboration likelihood model of persuasion is a double procedure hypothesis depicting the difference in mentalities. The model means to clarify diverse methods for handling jolts, why they are utilized, and their results on behavior change. The elaboration likelihood model proposes two noteworthy courses to influence: the focal course and the peripheral route.