Attitude change is possible when a message plays on the emotions of others. Select advertisements (from television, newspaper or magazines) about body image and target adolescents in the age group of 15-16 years. Analyse on the
basis of the three components of attitude. Which attitude component is most dominant in the advertisement message
(i) Source: The person who delivers the message is called the communicator. The probability, that you will change your attitude is higher if the message is conveyed by experts, who are considered to be trustworthy, attractive and similar to the
person receiving the message. Thus, if the cricketer Sachin Tendukar says that a particular drink gives him energy, the target audience is likely to be young children who consider him as a role model in the field of sports. They are likely to buy the
drink because they assume that they would be able to ‘play like him’.
(ii) Message: The nature of message is important because it provides the information for attitude change. The message should be clear and well organised. Messages that produce anxiety and fear are more effective. Thus an advertisement on soap may explain that perspiration from the body results in bad odour and your friends will turn away from you. Or, if you have a bath with a particular soap then you are likely to be flooded with friends!
(iii) Person: The characteristics of the person whose attitude is to be changed plays an important role in attitude change. Attitudes that are strong, personally important, complex and interconnected are difficult to change. Thus your attitude towards family would be difficult to change rather than preference of a soap or drink.
