PSY427H1 Chapter Notes - Chapter 3: New Media, Social Comparison Theory, Digital Footprint
Document Summary
Advertising effects and advertising effectiveness - louisa ha. Advertising is a deliberate attempt at persuasion by an identified sponsor, using controlled messages displayed in a media outlet not owned by the advertiser. Tends to be brief and repeatedly delivered with a clear intent to influence perceptions of the advertised brand or cause. Advertising is the primary source of funding for many mass media outlets. Different advertisements contribute to our perceptions of consumption and consumerism, as well as the relationship between products, individuals, family, and friends. Some assume advertising has powerful effects, viewing consumers as passive users being manipulated by advertisers. Others argue that advertising effects are limited because consumers are active, will act in their best interests, select messages they agree with, and will resist persuasion. Advertising effects: influence exerted by advertising on individuals and society. Can be deliberately caused or unintended by the advertiser.
