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By Sabine Bacou?l-jentjens Anshu Saxena Arora

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McGuire (1969) presents a model that identifies six information-processing phases that affect persuasive communication. They are () () () () () () presentation of the message attention to the message comprehension of its contents yielding or acceptance of its conclusions retention of the content behavior based on their change of mind Given the numerous variables involved in processing advertising messages, McGuire’s six-step process offers a guide to use when examining consumers’ information processing of advertising messages.

While wandering the streets and through different areas of his city he is licked and at the end a woman takes a bite out of his butt. This commercial is considered very risqué in parts of the world such as India where this advertisement has been banned by the government. This is a very prime example of the importance of knowing your region and making sure your advertisements are adaptable. Levi’s advertisements use both soft- and hard-sell advertising appeals that target different cultures. In one of their hard-sell advertisement, everyone is fully clothed and there is a simple tagline.

Conference of the American Academy of Advertising. Villanova: Villanova University. Mackenzie S. , & Lutz R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude towards the Ad in an Advertising Pretesting Context. Journal of Marketing, 53, 48–65. McGuire W. (1969, July). An Information Procssing Model of Advertising Effectiveness. Paper Presented at the Symposium on Behavioral and Management Science in Marketing. University of Chicago. , & Ritson M. (2010). Meaning Matters.

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