The messages that the media send out are basically communications to change people's attitudes and behaviors.
The same factors that normally affect attitude change also apply here.
Advertisers must make their product look appealing: they will often have a smiling person in the advertisement to convey the idea that the product will improve your life
This means that television commercials are only likely to succeed in strengthening people's attitudes toward a product if they already like the product, or if they have no opinion for or against that product.
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| How conflicting communications strengthen current opinion
This is why companies continue to advertise even when they have a strong hold on the market: in order to keep that hold.
What are your views on commercials?
Television also has a unifying effect on people.
They can witness the same events on television that numerous others also witness.
This makes people feel like they have shared common experiences, even when they were never actually together.
This may also have a conforming effect on people because they are now exposed to the norms of an entire area, country, or even the entire world.
This conformity can be used for good by sincere pledge drives, or abused by some charities that may be corrupt.
What are your views on television and the media?