Advertisers don’t always want our full attention – sometimes they just want half of it! If you were to really concentrate on the message, you may judge it critically. The central route of persuasion appeals to the rational mind, so sometimes the peripheral route of persuasion is used to influence our subconscious.
Have you ever wondered why the adverts on TV were louder and brighter than the programs? With your brain distracted, the message can bury itself in your subconscious without your rational mind being able to judge the quality of the information. Our environment impacts who we are so consciously choose what your subconscious lets in!