The sleeper effect

Whether we like it or not, media influences our opinions and can change our preferences or beliefs. Not always directly, but overall, it does control our lifestyles. If you’re for example asked how many car commercials have influenced you to buy a new car you’re probably going to say none and that’s most likely true, however each one of advertisements we come across slowly alters our perspective. We can’t see it happening, but it influences our mind.

The sleeper effect requires two things to function. One of them is repetition – we see the same advertisements over and over and we naturally remember some of catch phrases used there.  Another essential thing is called a discounting cue. It is used to hold back the impact of an add. They use it to neutralize their commercial, so right after watching it we’re not that keen on buying their product. The effect they want to achieve is that when time goes by the initially unconvincing message or add becomes persuasive.


Source: https://www.youtube.com/watch?v=rPcrvRuEv9k&t=266s


Komentarze

  1. englishdiary29 marca 2022 12:28

    How exactly does the 'cue' that delays the persuasive power of an ad work?

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