Attitudes In Advertising

In the recent times, the topic of attitudes reach peak in several areas, which are relevant with humanity. Attitudes can be described as human’s thoughts and judgments about an object and beliefs. “Most people believe that if they can influence people’s attitudes, their behavior will follow.” (Franzoi, 2009). People act in accordance with what they believe and attitudes reflect their beliefs and their preferences. In this direction, attitudes are divided into two categories as implicit and explicit attitudes. When implicit takes place automatically and without people’s awareness, explicit occur with our conscious. The most widely used of this attitude concept is media sector. “ You could develop a positive attitude toward a product you see

First advertisement that I choose is “supplementer.com”s from Men’s Health magazine. This advertisement is trying to sell dietary supplement over their internet site. It has one man and one woman photograph on it with their dietary products. When I ask a few people about their implicit and explicit attitudes toward it, general answer that I have received is doing sports for implicit and doing sports with dietary supplement develops our muscle system. Apart from the exposing to advertisement several times, exposing to numerous products of company in advertisement can be content of mere exposure effect. Its reference groups are people who are fit, people who are take care of themselves, people who live healthy life, people who do sports with dietary supplements. According to functional approach to attitudes theory, people use these products because they want to be popular in community. Nowadays, young people use these very often to seem fit, so their friends affect from them just because it’s popular among young people. The readers of this advertisement are classically conditioned, as conditioned