Attitude has always been regarded as the core concept of social psychology. But it can be well applied in the study of advertisement. This chapter presents another key factor influencing the effectiveness of the advertisement, which is attitude. Attitude is close related to the cognition of human beings, which is formed in the processing of certain information. It leads to a question related to the value of advertisement: is it true that valuable ads can better provoke the positive attitudes of customers.

In addition, there is a classification of two types of attitudes: explicit and implicit attitudes. This is quite an interesting issue for me. The former is an unconscious trace of past experience and existing attitudes that potentially affects the individual’s emotional tendency, cognition, and behavioral response to social object objects. In the case of ads, advertising attitude has an important influence on the effectiveness of advertising. There are some intermediary factors working as well such as brand attitude, purchase desire, and purchase behavior. There is a certain emotional transfer relationship between advertising attitude and brand attitude. Given this, it may be reasonable to believe that attitude has an important influence on the effectiveness of advertising.

In daily life, I always form different attitudes towards various ads. The advertising attitude indeed directly or indirectly affects my desire to purchase. When I see a fancy car running quickly on the highway surrounded by dense forests, it recalls my memory of traveling in the forests happily. I feel so free with so the worldly troubles left behind. This scene is related to my positive cognitive and memory. Then, I form a good attitude towards the ad and the life described by it. That is to say, the audience’s advertising attitude is one of the most important factors of advertising effectiveness for me.