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.
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In this present advert, it is obvious that the word L’OREAL Paris is all over the advert and according to Bornstein, Leone, & Galley, 1987; Hansen & Wanke, 2009 they suggested that the exposure effect is even stronger when people are unaware of how frequently they are being exposed to the stimuli. From attraction to familiarity heuristic, this is well enough to gain the attention of the consumer and makes the heart grow fonder but it is more important to gain the trust of the consumer in order to persuade them in getting the product, because no one will consider in purchasing a product without trustworthiness. No matter how attractive it seem, people will still walk away if they think the product is not trustworthy enough, and this bring this essay to the next point, which is Expertise…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

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