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Introduction

Literature Review

Big Bang of 1957

Glory Days

A Crack in the China

CDT Research Today

CDT Principles in Advertising

Table 1

Sample Ads 1 and 2

Sample Ad 3

Sample Ad 4

Conclusion

Bibliography

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Implications for Ad Message Development, Execution and Placement

The three instances of CDT at work in advertising carries with it interesting implications. For many years advertisers have been creating ads to reduce cognitive dissonance (Ad #1). This paper suggests that raising cognitive dissonance in viewers may increase product attractiveness (Ad #3). It also suggests that when ads use cognitive dissonance principles carelessly they may be hurting themselves (Ad #4).