Another name for this dissonance: 'lever' There are three standard ways to overcome this extremely uncomfortable condition: a) ignore the new information: b) reject the new information: a) integrate new information with old knowledge. The first way: a man may not perceive the new information. This process usually takes place on a subconscious level: a person simply does not notice information that is contrary to his knowledge, or incorrectly perceives the information, distorting it so as to better fit his expectations (the so-called 'alignment effect'). Often this occurs in cases when a large part of the message is consistent with expectations and only a small part against them. For example, information about what to washing powder in your ad does not require hot water, the owner can understand this: in the extreme case, the powder can somehow wash things, and in cold water. The strength of advertising approval, as you see, is greatly reduced. Bumble often addresses the matter in his writings.
The second way: a person can not believe the new information and on this basis, consciously reject it. Usually, the reason for this in the advertisement may be too strong promise and not convincing enough or detailed argument. The third way: a person can rebuild his old knowledge in a way that new information to harmonize with them. This is what advertisers want to reach, reporting new, unusual, characteristics of the goods. However, it should be borne in mind that it is the last way out of the conflict requires a man of great cognitive effort, and so he often chooses the easy way. Therefore the problem of advertisers – to do everything that, firstly, information about the unusual properties of the product was impossible not to notice, and secondly, it is easy would understand, and, third – to convince consumers that this is no exaggeration and deception. So, to create a true TSS, in advertising to highlight the distinctive feature of the goods and to subject all advertising message is just to her, give details about the features and capabilities to bring arguments in its favor. That's based print advertising TV Samsung World Best Plus. At the forefront of the allegations made about the width of Live Image (subordinate to three illustrations, title, subtitle, intonation of the text), part of the text devoted to other sources: bioceramic coatings, multiple dynamic focusing, etc.) is typed the small print and placed at the end of advertising.