Attitude Formation and Change - Case Study Example

Executive Summary The report which analyzes the advertising campaign by Osocio shows the different aspects which has been covered and will look towards attracting maximum people so that required awareness and funds can be raised. The campaign is different from those used in the early ages and is towards sexually attractive groups. The campaign also uses condom and the red ribbon along with gays and other socially attractive groups to make people understand the manner in which aids campaign can create the required awareness. The different styles which the campaign uses is brutal copy, bananas, love games, portraits, and typography which highlights the manner in which different objectives and areas of different dimensions can be achieved. The overall results portray positive results and show the manner in which the campaign will maximize the overall result so that better attractiveness can be ensured that the overall mechanism looks at attracting people towards the campaign. Table of Contents 1. Introduction 3 1.1. Summary of the Organization 3 1.2. Description of the Advertisement 3 2. Analysis 4 2.1. Relevant Attention Factors 4 2.2. Comprehension 5 2.3. High & Low Involvement Behaviour 7 2.4. Functions of Attitude 8 3. Summary 9 4. References 11 1. Introduction This section aims at analyzing the advertisement of Osocio which is a non profit organization and looks towards analyzing the description of the advertisement and presents complete information about the organization. 1.1. Summary of the Organization Osocio is a non profit organization which looks at advertising and marketing for social causes so that more and more people can be attracted and proper knowledge can be created about the different social campaigns. Osocio is an organization which looks at creating the required awareness and is totally aimed towards improving awareness. Osocio thereby aims and ensures that a platform where both marketing and activism collide. This has helped them to work on the different dimensions and create the required awareness through the different advertisements campaign (Gurp, 2013). This has helped to maximize the knowledge and overall awareness through which better knowledge can be generated. Osocio has being able to bring a change in the thinking framework and has revolutionized the overall social aspect through which better decisions and awareness has been created. 1.2. Description of the Advertisement The advertisement which is aimed towards creating more awareness about AIDS aims at using the print, outdoor and ambient campaigns. The campaign has been developed in a manner which aims at creating awareness and raising funds. The campaign is different from those used in the early ages and is towards sexually attractive groups. The campaign also uses condom and the red ribbon along with gays and other socially attractive groups to make people understand the manner in which aids campaign can create the required awareness (Gurp, 2013). The different styles which the campaign uses is brutal copy, bananas, love games, portraits, and typography (Gurp, 2013) which highlights the manner in which different objectives and areas of different dimensions can be achieved which would help to maximize the level of awareness and will thereby be able to generate more awareness and help to raise the funds through which future campaigns will be driven. 2. Analysis This aspect will look at analyzing the advertisement based on attention factors, comprehension, level of involvement, and function of attitude. The entire description of the same has been provided below 2.1. Relevant Attention Factors The advertisement campaign which have been developed by Osocio works on the following fundamentals The advertisement campaigns provides message pertaining to external arguments, internal arguments and unconscious arguments. The process of external arguments aims at providing the different causes and reasons for the AIDS campaign to be correct and the impact it has on people (Higgins, Roney, Crowe & Hymes, 2004). The internal arguments highlights the manner in which AIDS an important aspect is being ignored and different sexually attractive groups have given rise and concern towards AIDS. The advertisement also aims towards an unconscious mind where the different pictures and media looks to create an impression through which awareness can be generated and people will be tempted to remember the manner in which it has impacted the society. The advertisement also aims to attract different people like attention to source, attention to audience and attention to distracters. Attention to source is being identified in the image through the growth in different socially attractive groups which has increased the likelihood of AIDS. This is followed by the audience who are people of all kind and age so that they can be attracted and funds can be raised to move ahead with the campaign. Lastly, the distracters are attracted and retained by highlighting and using condom and ribbon so that people can be attracted and retained so that a basic framework which will be aimed and attracting and raising the funds can be ensured. 2.2. Comprehension The advertisement campaign has been developed and created by Osocio in such a manner that it helps to attract and create the required awareness which will put a control on AIDS and provide a source through which better financing for the future projects can be achieved. The overall measure that has been adopted in the campaign in very creative and looks to use the traditional method and integrating the same with the new methods and mechanism so that proper awareness can be generated. This mechanism has helped to bring a change in the total framework and has aimed towards maximizing the overall efficiency through which funds can be better raised. The advertisement campaign looks to work on the following mechanism The advertisement campaign interrelates the different dimensions like motivation, ability, attention and creates the comprehension which the viewers and the different consumers will be able to undergo (Dweck, Chiu, C , & Hong, 2005). This has helped to understand the impact that the campaign has created and using different aspects like bananas, love games, portraits, and typography helps to attract the correct segment of the society. The mechanism will ensure that the audience are able to clearly understand the advertising campaign and will be able to draw out logical conclusion and dimensions based on it. This will help to maximize the gains and effectiveness from the advertising campaign and will help to attract and raise funds for the future. The advertising campaign is thereby creative and works on improving the previous ones and integrating those so that better attractiveness can be created. 2.3. High & Low Involvement Behaviour The advertisement campaign has been developed keeping in mind the antagonistic moderator variable based on the belief change which it will be incurred. The framework has been developed and determined based on the following reception and change it will be able to generate and is as The campaign which has been developed has attracted audience through a framework which will look towards high involvement. This is primarily due to the fact that the receptor of the message will be influenced positively and creates maximum belief with regard to the changes that will be visualized (Belmore, 2007). The changes should be through a process which will yield maximum effectiveness and will bring a change in creating the required awareness. The campaign will have a high level of involvement because it has been designed in such a manner that the old method of creating awareness has been kept intact and along with it new and better mechanism which will identify the audience better has been developed (Erber & Fiske, 2004). This is followed by the use of different variables and dimensions through which different consumers will be attracted and will help to raise awareness and funds for future developments. The campaign further ensures that use of print, outdoor and ambient advertising will help to maximize the gains and will ensure maximum involvement form all people which would tend to maximize the potential of gaining from the campaign (Belmore, 2007). The positive impact as a result of the campaign will be such that maximum productivity will be maximized and the ability to raise further finance for the future will maximize. 2.4. Functions of Attitude The advertisement campaign which has been developed looks towards changing the attitude of people so that positive energy and changes can be generated through which steps can be taken to reduce the impact and better gains can be ensured for the future. The campaigns look towards achieving the following The campaign looks at working on the different differences which is present and looks to fill the gap so that attitude change can be witnessed. The campaign has been designed positively and looks to appeal to the people so that basic changes in different directions can be provided (Attitude, 2013). The campaign uses a framework where they identify the different needs and requirements and looks at working on the different areas through maximum people can be attracted towards the campaign. The campaign will help to generate positive results and will help to bring a complete change in the style where decisions are being taken. The campaign will yield positive results as it will help to work on the different areas and ensures that people and the targeted audience is attracted towards the campaign (Attitude, 2013). The overall effectiveness will be seen through the attitude change as it will entail towards attracting and bringing a change in consumer behaviour. This will help to work on the different areas through which people attractiveness towards the campaign will multiply and will create a need where better results are achieved. Having a process where they look towards including the old way method of communicating with the newly developed method will ensure more and more accountability and will bring about a change in the manner decisions are taken and will thereby lead towards a positive change in the attitude of the employees. 3. Summary The advertising campaign which has been developed by Osocio will help to bring a change in the attitude of the employees and will ensure maximum involvement because the campaign has been developed in such a manner which looks at involving people through the use of traditional and new methods. The campaign which looks to raise awareness about AIDS and the growth in sexually attractive groups has highlighted the need of developing a campaign which will attract people and raise the required finance. This has been largely achieved through the advertisement campaign and looks at transforming the behaviour so that more and more people become aware and involved in the campaign. The campaign is different from those used in the early ages and is towards sexually attractive groups. The campaign also uses condom and the red ribbon along with gays and other socially attractive groups to make people understand the manner in which aids campaign can create the required awareness. The different styles which the campaign uses is brutal copy, bananas, love games, portraits, and typography which highlights the manner in which different objectives and areas of different dimensions can be achieved. This will thereby ensure maximum positive results and will yield positive results so that maximum positive results are generated. 4. References Attitude. 2013. The Nature of the Receiver: Attitude Formation and Change. Retrieved on Dec 11, 2013 from http://www.uta.edu/faculty/mputnam/COMS3312/Notes/Ch4.html Belmore, S. 2007. Determinants of attention during impression formation. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13, 480-489. Dweck, C. S.. Chiu, C , & Hong, Y. 2005. Implicit theories and their role in judgments and reactions: A world from two perspectives. Psychological Inquiry, 6, 267-285. Erber, R., & Fiske, S. T. 2004. Outcome dependency and attention to inconsistent information. Journal of Personality and Social Psychology, 47, 709-726. Gurp, M. 2013. Decades of Aids Awareness Campaign. Retrieved on Dec 11, 2013 from http://osocio.org/message/3_decades_of_visual_aids_awareness/ Higgins, E. T., Roney, J. R., Crowe, E., & Hymes, C. 2004. Ideal versus ought predilections for approach and avoidance distinct self-regulatory systems. Journal of Personality and Social Psychology, 66, 276-286. Read More