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Is the Purpose of Advertising to Create Cognitive Dissonance? Introduction
Advertising deals with people?s feelings and emotions. ...
Is The Purpose Of Advertising To Create Cognitive Dissonance. Advertising
deals with people?s feelings and emotions. It includes ...
... to be the message (shared purpose) themselves, or ... When most people think of advertising,
brands, and ... the principles of social psychology create the foundation ...
... of money for increased development, advertising, and marketing ... can develop a “constancy
of purpose” without the ... One can work to intentionally create a more ...
... which medium to use for advertising, and knowing ... cost, improve customer service,
create 1to1 relationships ... data previously collected for any purpose other than ...
Submitted by oppapers on April 28, 2001
Category: Business
Words: 1927 | Pages: 8
Views: 1250
Popularity Rank: 2,676
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Advertising deals with people’s feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasiveness, advertisers use many types of extensions of behavioural sciences to marketing and buying behaviour. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitive dissonance to generate a favourable response from the buyer toward a product or a concept.
First of all, I will talk about the purpose of advertising and its mechanism and I will look at how it can be related to the theory of cognitive dissonance. In addition to that, I will examine the effects of fear appeals on consumers, which are a direct application of the theory of cognitive dissonance. I will try to provide concrete examples of fear appeals and I will take into consideration the ethical aspect of fear appeals. In last part, I will give some examples, where advertisements are used to reduce the cognitive dissonance.
The purpose of advertising is simply to sell a product or a service. In social contexts ads have many other applications such as reducing accidents, increasing voting and reducing smoking which must be assessed instead of profit. However people do not automatically buy a product after they are exposed to an ad. First, they have thoughts or feelings about a product, and then they buy it. Advertising and other types of marketing communications directly affect consumer’s mental processes. Advertising can be thought of as stimulus that produces a response or an effect. Moreover, the main objective of advertisements is to convince consumers that the alternative offered by the product provides the best chance to attain the goal.
The attitude toward the advertisement is defined “as a predisposition to respond in...
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