Role of Advertising: Persuasion or Agenda Setting.
             Sutherland & Galloway (1981) suggest the studies of Joseph Klapper in the 1960's started the revolution of thought focusing around mass media as a source of persuasion. He denied a significant effect of persuasion, and it has been a struggle since that time to prove that the mass media does have an affect on the attitude and behavior of people. The mass media is comprised of advertising, which is supposed to be seen as a reflection of the needs people currently have, and not impose a change in attitude.
             A motion in the 1970's brought alternative thought into persuasion in the social setting, but mentioned little about mass media. This was the birth of "agenda setting" which means the media may change the image being projected, but it doesn't tell us what to think about those images. This is an agenda. In a business sense, it is presumed that the person who has control of the agenda has control of the meeting. The same philosophy applies to advertising. Media emphasis has an effect on individuals; some people base their beliefs of how important an issue is, on how much emphasis is implied on the topic by the media.
             How television or radio commercials work: Advertising must have a "look-do-feel" relationship with the viewer. This means that the viewer must be able to relate to the situation on the commercial. When the advertisement is seen and re-seen two things will happen. The first occurrence is over learning, this means that as we see the commercial repeatedly and forget it that it transitions from our short term memory to the long term memory. The second occurrence is that the brand names that are in the commercial become structured into our perceptions. This is called Salience of the mind, which is the cognitive process that implies manipulation such as learning. The term salience differentiates between activated and non-activated th
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