Evaluation of McGuire's theory

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Media psychology
Evaluation of McGuire's theory
It can explain why some adverts are more effective than others as it
includes more stages than the Hovland Yale model.
The model suggests everyone moves through the stages sequentially.
However, some stages may not be used by the audience and they ould be
used in a different order
Doesn't explain the individual differences or repeated exposure so we
can't be sure of how these fit into the model and therefore how accurate
the model is.
/ Deterministic as it only suggests one route in which people are
persuaded by TV so free will isn't allowed meaning the model doesn't
acknowledge that this could influence levels of persuasion. However, being
deterministic does mean that we can be sure of the clear cause for


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