Published Paper Details:

The field of advertising communication continues to be in a state of flux. New media and latest technologies promise to change the way people conduct business. Advertising is one sided persuasive communication from the advertiser to the target audience. It constitutes various factors like the message, the creation, source of message, the appeal, etc. Everyday consumers are exposed to large number of ads thus provides a challenge to the advertisers to adopt a strategy that achieves to perceive the mindsets of the audience. A consumer with low involvement rarely seek information and if the information is provided, the processing is passive. In most cases, consumers with low- involvement purchase product first and may or may not give any thought to product evaluation after use. Advertisers use experts, celebrities, models, and common man etc., to convey their message and all this depends on the kind of product endorsed. This paper focuses on the factors contributing to attitude formation based on the use of the child model in advertising.