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bloom and maslow advertising theory

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... linking a product or service to the image of any of these attitudes, the advertiser cleverly diverts the audience’s attention away from the product and onto the desired attitude and self-perception. Known as the ‘peripheral route to persuasion’, this technique persuades the audience to associate themselves with the values and attitudes portrayed by the images, while dissuading them from thinking too hard about any negative issues surrounding the product. This technique is supported by the work of Stec and Bernstein (1999) who claim that the Liking-Agreement Heuristic or Balance Theory causes people to become positively influenced to prefer products that are linked with attractive personalities or attitudes. The prime example is in cigarette advertising where, in many cases, there are no cigarettes shown in the adverts, but the use of self perception theory persuades the audience to associate themselves with the images of attractive, young people, living life to the full and appearing sophisticated and ‘cool’. Additionally, by using this peripheral route to persuasion, self-perception theory avoids the disadvantages of the audience using their active, cognitive processes to notice the reality and negative factors associated with the product, in this case smoking.
In successfully pairing its audience’s self perceptions with attitudes that they will associate ...

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