This book examines the Elaboration Likelihood Model of persuasion with reference to the use of hedonistic and virtue ethics appeals in advertising. In it, you will find a review of the relative effects of messages targeting the central and peripheral routes to persuasion. You will see an identification of the means by which researchers have typically measured the effectiveness of advertising campaigns and purchasing intentions. You will read about the advertising industry's pervasive bias towards the use of hedonistic appeals, believing that such appeals sell. You will also read about the theoretical and applied consequences of using hedonistic appeals, and will be presented with virtue ethics as a possible alternative. You will learn about a scientific investigation of the extent to which appeals consistent with hedonistic and virtue ethics value systems influence consumers' preferences for a product and consumers' desire to buy it. In the end, you will see a call into question of the seemingly prevalent bias of using hedonistic oriented advertising appeals, and a validation of virtue ethics as a contending value system for marketing campaigns.