My Family-Heinz Advertisement by Ed Sheeran

My Family-Heinz Advertisement by Ed Sheeran

In 2019, Heinz released an advertisement about their ketchup that featured Ed Sheeran (https://www.youtube.com/watch?v=keOaQm6RpBg). The ad starts with Ed Sheeran walking into a fancy restaurant in one of his popular laid-back outfits. In the advert, Ed describes how he visited a fancy restaurant with all the elements that scream “posh.” Further, he describes how the waiter listed specials using fancy names he could not understand, which was also the case when the food was brought out. However, he thinks something is missing from the food. So Ed reaches into his backpack and takes out the only thing he thinks completes him: Heinz ketchup. But when he did so, the world around him stopped, with everyone around him in shock. Finally, the advert ends as Ed pours the ketchup on his fancy meal and enjoys it.

Influencer marketing is one of the most popular marketing methods today. Studies have shown that influencers’ impact on consumers depends on consumers’ attitudes towards that influencer (Kamaldeep, 2021). Further, factors that play a significant part in influencer marketing include connection, reliability, and honesty (Aronson, Wilson & Sommers, 2007). Ed is known to be one of the most relatable celebrities in the world, and this grants him a positive attitude from millions of people, including my family. Subsequently, relatability also guarantees that people feel connected to him. Besides, Ed has a Heinz tattoo on his body that he had drawn way before the advertisement, a permanent mark that shows that he genuinely loves the product. The advert tries to relate to the consumers’ everyday lives by using Ed as the most relatable influencer to show the product’s relevance in their everyday lives. Having come from a family with several big fans of Ed, it is no surprise that my family always prefers Heinz ketchup in meals. Notably, some members of my family had used Heinz before Ed’s advert, and their loyalty to the product was solidified after seeing the advert. Even when we go out, we carry small packets of Heinz ketchup in case the restaurant does not have it.

References

Aronson, E., Wilson, T. D., & Sommers, S. R. (2007). Social psychology. Pearson Education India.

Kamaldeep, S. (2021). Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior. European Integration Studies, 15(1), 231-241.

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Think about one specific attitude you have about something important to you. Why do you think as you do? What has influenced the development of your attitude toward this topic? What actions do you take because of this attitude? What would it take to change this attitude if you wanted to? Is an attitudinal change possible?

My Family-Heinz Advertisement by Ed Sheeran

Attitudes are formed and maintained in many ways. Social psychologists have studied how people form their attitudes for decades and from many perspectives. Why are researchers so interested in attitude? For one thing, your attitude typically influences your behavior. For example, attitudes about political topics such as war, abortion, civil rights, and so on, influence voting behavior. Advertisers attempt to create attitudes about the products they are trying to sell with the ultimate goal of making money for their clients. Persuasion is an attempt to change an attitude. Political operatives, advertisers, and others thoughtfully create persuasive messages to change attitudes and ultimately, behavior.

For this Discussion, you examine messages that you have seen recently and consider how they attempted to be persuasive regarding attitude formation or change.

To prepare:

Read Chapter 7 in your course text, Social Psychology.
Review the website “Powers of Persuasion: Poster Art From World War II” to see examples of propaganda messages intended to influence attitudes.
Think about a particular persuasive message (i.e., a message that is persuasive to you or tries to be persuasive) you have seen recently in the media. It could be a political message, a public service campaign, a commercial on television, radio, or online, a print ad in a magazine or newspaper, or an op-ed piece. Generally, the message should not be a news story if the news story is an objective report with the intent to inform and not persuade.
BY DAY 3
Posta a brief description of the ad/campaign/commercial/etc. And a description of its message. Please provide an Internet link to the message itself if that is where you found it. Who does the target audience seem to be? Then, apply what you have learned about attitude formation and attitude change to the message. In other words, analyze how the message uses attitude theory and information about how to form and/or change attitudes (or behaviors) in its messaging. Be specific and provide examples.

Notes:

In the subject line of your post, write the topic, issue, or product addressed in the persuasive message.
Support the responses within your Discussion post and in your colleague’s reply with evidence from the assigned Learning Resources.

Resources:
Aronson, E., Wilson, T. D., & Sommers, S. R. (2019). Social psychology (10th ed.). New York, NY: Pearson.
Chapter 5, “The Self: Understanding Ourselves in a Social Context”
Chapter 6, “Cognitive Dissonance and the Need to Protect Our Self-Esteem” (pp. 149-151; 155-166)
Chapter 7, “Attitudes and Attitude Change: Influencing Thoughts and Feelings”
The National Archives. (n.d.). Powers of persuasion: Poster art from World War II Links to an external site.. Retrieved from http://www.archives.gov/exhibits/powers_of_persuasion/powers_of_persuasion_intro.html

Topic: My family