Advertisers employ techniques in their efforts to sway viewers' attitudes toward a particular product.

Embedded advertising tally over traditional television advertising. Growth in product placements and institutionalization of the industry designate that advertisers are by means of the technique to influence consumer’s brand attitudes (Avery and Ferraro, 2000). During the International Cricket world cup, news announcers of CNN IBN, the Indian joint-venture of CNN International, recite their lines from laptops which show the Dependence brand in big blue letters.