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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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Cognitive Dissonance Manifest in Physiological Arousal and Motivational Drive Advertisements

Advertisements may utilize dissonance arousal in vicarious situations. The viewer does not need to make an actual decision that leads to dissonance arousal, but only needs to see one acted out in a commercial to feel the same effect. These type of ads stimulates the viewer through the physiological arousal and motivational drive states associated with dissonance. The following quote by Brehm and Wicklund illustrates this concept, "It is intriguing that attitude change effects might be produced through the presence of any unusual, bizarre, disturbing, or embarrassing stimulus, particularly since the subject need not choose to experience these perturbations in order for their presence to have the desired impact," (source 8).

For examples of this concept see the following sample ad.

Sample Ad #3: The viewer vicariously feels the dissonance arousal of the woman. This causes a physiological arousal much like experiencing it first-hand. A motivational drive state ensues and the viewer remembers the product and associates it with dissonance reduction. (The author apologizes if this offends anyone, but, unfortunately that can sometimes be the nature of dissonance arousal.)