Attitude Change In Advertising

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Introduction

The main purpose of the present paper is to discuss the topic on attitude change and demonstrate how effectively advertisement can persuade consumers by analyzing L’OREAL Paris hair product advertisement as an example. The advertisement was found on an online advertisement board, that targets female consumers on any age range. To understand how persuasion changes people’s attitude, it is important to first understand what is attitude. Attitude is a mental representation of an individual perception towards a particular person, groups, things, actions or ideas, and the process of attitude change is when positive or negative information associates with the attitude object which causes the change or form of an attitude, (W.J. …show more content…

With such an attractive name and their high quality product, L’OREAL Paris has been a very popular brand with 50 products sold every second worldwide, and rated top 10 choices for their female hair product. Multiple advertisements of their product were on commercial break on television and on multiple media ad such as on the magazine, newspaper and radio advertisement. By having all these unaware exposure of the brand, people are unconsciously influenced by it and when it comes to getting hair product, people’s first taught might be L’OREAL Pairs because of its brand and its exposure. According to Bornstein, Leone, & Galley, 1987; Hansen & Wanke, 2009 suggested that the exposure effect is even stronger when people are unaware of how frequently they are being exposed to the stimuli. In this present case, branding and familiarity heuristic is highly …show more content…

From this present advert analysis, it shown how one piece of online advert can persuade people just by applying different heuristics and catches people heart unconsciously. Although the advert has it limitations but it can be improve. Hence, it still shown that it is a powerful strategy and is capable in persuading targeted people. It have supported the theory that communication is not just about creating messages and sending it, is about the content and relationship that was receive by the receiver in order to persuade them (Watzlawick,

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