Application of CDT in Advertising

CDT as Reinforcement

As what we discussed before, helpmg customers reducing the post purchase anxiety is a crucial step for future sale. Many advertisements can reassure a consumer in the post-decision phase of buying. These ads strive to reinforce consumers' confidence of their buying decision.

Ad 1= VW New Beetle Rally Cup

Althuogh New Beetle is deemed as a stylish small car, many customers may doubt their value of money which is sufficient for a four-door seden but spent on a compact car . This TV commercial assured the consumers buying decision that New Beetle is also a tough car, more than a cute car.

Cognitive Dissonance that leads to Humor

Humor appeal is one of the most popular advertising technique. Many advertisers have conducted researches to understand the effectivess of humor and how doest humor work. Cognitive dissonance can also generate humor. Forsyth (1997) states 'balance theory (CDT) has provided a useful way of explaining why jokes that insult others may be found to amuse the target of the joke'. He also stated that, 'Many other theorists (Freud, 1960; Harter, 1974, Schultz and Horibe; 1974, Zigler, Levine, Gould, 1969) have all posited that recognizing and solving incongruities provide the amusement underlying the appreciation of humor'ˇ¦ In addition, the dissonance between what we first think and what the truth is may result in humorous effect. Forsyth writes,'We expect that (ethnic/gender/status) joke tellingˇKcommunicates that it is acceptable to laugh at such humor. Cognitive dissonance theory suggests that this devaluing behavior may reduce empathy and increase acceptance of devaluing of such (groups).'

Ad 2= Miller Lite Miracle

  • "what do you think we should do with it?"
  • "We can't leave it here"
  • "Was it dead?"
  • "See if it's cold" .................

From the conversation between those hikers, the audience will first think they are talking about a dead animal, but realize that they are talking about a jar of icy cold Miller Lite and the audience's dissonance arousal turns out to be laughters.

 

Ad 3= Mazda Miata

The commercial opens in a vast plain of satellite dishes in the Baja Desert, where eerie pulsing tones and the sound of radio transmissions are bouncing back and forth. It's all very echoey, very NASA.

The Mazda Miata is mischaracterized here in this supercharged, supernatural depiction of high-tech raw power. It's a fast and responsive little package, but it is definately not a muscle car. The Miata is not about speed, or conquering the boundaries of space and time. It's about handling and pep and wind-in-your-hair freedom--which, of course, generate precisely the emotional response Mazda seeks. So why set up a false impression when the real goods are there for the taking? It's even more difficult to imagine how the tagline will play juxtaposed with the rest of the car line. The Protege is a tinny subcompact. Emotion is good. What's bad is cognitive dissonance--which is precisely what happened with "Passion for the road," which ridiculously, disastrously tried to position Mazda as a sort of revved up line of Japanese Trans Ams. These are good cars, respected in the automotive world. The trick is to mine their inherent values.

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