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Advertising is a persuasive communication attempt to change or reinforce ones' prior attitude that is predictable of future behavior. We are not born with the attitudes which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object (e.g., tasting a new brand of beer), or some combination of the two. Furthermore, the main aim …

…must then be good enough that after initial trial usage, a consumer will become brand loyal (it is then advertising's job to maintain that consumer loyalty). Also, in order for the product to have mass appeal, the brand must successfully create enough of an image for itself that it is considered a coveted product among specific peer groups. Bibliography Green, Robert. Adverts and Advertising Klein, Naomi. No Logo Lury A. Advertising: Moving beyond the Stereotypes