One of the foundations of advertising theory is that advertising is about changing attitudes, for example this is the basis of the Elaboration Likelihood Model (ELM).

Assignment One:

Essay (individual) Nominal Due Date: 28 March Word Limit: 1500 Words Format:

An individual essay of no more than 1500 words:

Essay Title:

One of the foundations of advertising theory is that advertising is about changing attitudes, for example this is the basis of the Elaboration Likelihood Model (ELM). However, the question of what an attitude is not settled. Using relevant literature, explain and justify what you believe an attitude to be.