The sheep thesis in advertising

The second theory is the sheep thesis (leadership and followership) . If it is applied to advertising, it means that the advertising message is filtered through social leaders (people whom we trust and admire) before it reaches the rest of the audience. Therefore, certain people in society take in the advertiser's message, slightly after it and then pass the message to others. An example of this theory might be when we hear of a television advertisement claim by word of mouth so we go and purchase the product. Again, this theory is not perfect – we do not just hear about advertising from others because we also see it for ourselves. However, the idea of advertising affecting the audience indirectly is important as we do communicate with others (not just necessarily social leaders).

Please see the other complementary articles to the sheep thesis in advertising.