Involvement. The target audience should be able to recognize themselves in the materials. Based on the elaboration likelihood model, if the target audience is already concerned about the issue, then it might not be necessary to match up the
imagery with their stylistic preferences. But, if you need to first focus their attention on the fact that this information is
meant for them, then featuring spokespersons and images that the target audience would like to see, is important. Some
questions that assess involvement include:
a. (If using non-celebrities). Whom does this piece represent? Are these people like yourselves?
b. (If using celebrities). Who is this? What do you feel having (Name) speak to you about __________?
c. Do you feel that this piece is speaking to you? Why or why not?
d. If this isn’t meant for you, who do you think it is speaking to?