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Social penetration theory - Essay Example

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It is without question that advertising and marketing heavily relies upon psychological instruments in order to integrate with the potential consumer. The fact of the matter is that advertising has become something of an art form in which marketers have sought to leverage…
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Download file to see previous pages For purposes of this analysis, cognitive dissonance will be understood as a process whereby the advertiser is able to evoke a key level of differential, as well as direct and indirect appreciation for this, within the mind of the individual who is impacted by such advertising. Although seeking to measure such a dynamic and marketing and psychological advertising would necessarily require a dissertation length response, this brief analysis will seek to engage the reader with an understanding of how celebrity within advertising works to create a more favorable impression with regards to the imagery and understanding of the product itself. Furthermore, as a means of performing such an analysis, it will be necessary to engage the reader with a discussion and appreciation of the means by which consciousness, social psychology, and motivation (as well as many subcategories of each of these) all work together to affect such an end in the minds of the potential consumer. Moreover, three specific academic studies will be utilized as a means of drawing inference upon the hypothesis of this research which regards the understanding that celebrity influences a great deal upon the level in which a potential consumer has to interact with the given good/service/product.
Likewise, the first of these studies which will be engaged is with respect to the level to which consciousness factors into the way in which the potential consumer engages with celebrity endorsement and/or celebrity suggestion. This helps to focus a level of analysis upon the ultimate degree to which cognitive dissonance can be affected within a celebrity endorsement. Ultimately, the way in which the marketer seeks to portray overall consciousness within a product offering is almost invariably linked to an identification of self awareness. For instance, the article in question “Celebrity Selection & Role of Celebrities in creating Brand Awareness and Brand Preference” elaborates upon the way in which a ...Download file to see next pagesRead More
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