The main issue when an advertisement is developed is to determine the proper way in which the information should be presented in order to reach the target audience expected.
According with ELM theory, this target audience may be integrated by two groups, high involved people who are able and motivated to process the central arguments of the issue or product encounter, and low involved people who lack the motivation or the ability to process the central merits of the product and therefore are focused on peripheral cues such as source attractiveness.
In the current study we proposed processing fluency as a moderator when low involved people encounter central arguments. In order to test our proposal we developed an experiment in which we manipulated the following variables: processing fluency of argument quality, level of involvement, endorser attractiveness, and the argument quality.
Some of the findings revealed that when central arguments are presented in a fluid way, which is achieve by enhancing the level of processing fluency, central arguments become easier to process for people under low elaboration likelihood condition; therefore, people under low elaboration would follow central route rather than peripheral route when assessing their judgments.

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