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The Importance Of Attitude In Advertising

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Advertisement, a method to increase product sales or to serve as a campaign regarding issues such as global warming, aimed to target the attitude of individuals. Attitude is defined as an assessment of an object of thought (Bohner & Dickel, 2011). It composes of three elements: affect refers to the emotions and feelings, behaviour refers to actions and statement, and cognitive is the beliefs and thoughts about the object (Breckler, 1984). Thus, advertisements drive individuals to form or change an attitude and make a conscious evaluation to accept or reject the product (Crano & Prislin, 2006) done through persuasion (Bohner, Erb & Siebler, 2008). Persuasion takes in the information and processes it either systematically or superficially. Systematic processing requires accurate comprehension and analysis whereas superficial processing focuses less on details but cognitive heuristics or “shortcuts” (Chaiken, …show more content…

Message-length serves as an acceptance cue to the consumers who infers that the increasing number of arguments proves the validity of the product (Petty & Cacioppo, 1984). The central/peripheral structure explains when individuals spend little cognitive efforts, persuasive cues are easily inferred to either support or reject the product (Petty & Cacioppo, 1984). Because only a small number of structural information is attended to (Langer, Blank & Chanowitz, 1978), the individual does not pay close attention to the details or research further deduces that the product is indeed effective. As seen in the ad, advertisers use the space cleverly by filling the three-quarters of the page with words and highlighting key messages for consumers to process. Henceforth, enhancing the chance of attitude change towards the product by increasing the number of arguments which strengthens issue-relevant reasoning and acceptance cue (Petty & Cacioppo,

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