“While many allergy medicines block histamine, Singulair blocks leukotrines, an underlying cause of allergy symptoms” so goes the introductory line of this advertisement for the now defunct allergy medication Singulair. When a person sees this advertisement whom just happens to be susceptible to the horrors of animal dander, pollen, dust mites, microscopic spaceships that fly up into your nose and wreak havoc on your sinuses or the like; they will pay attention to what the advertisement has to say. However, what makes this advertisement for this particular product so convincing is that it utilizes a psychological tactic known as knowledge appeal comparison. People who suffer from allergies already have accessible opinions about allergy medications. These particular people ingest allergy medications because they need relief, and they tend to be brand loyal to that particular medication that has worked for them in the past. Therefore, the goal of the manufacturer of Singulair is to convince the consumer using knowledge based syllogisms that Singulair is superior to any and all allergy medications on the market. They do this by using comparative language: “Singulair is not associated with drowsiness” “Singulair relieves allergy symptoms for a full 24 hours” If the consumer reading this add is informed about their own medication and they are more likely to elaborate and think deeply about the benefits of using Singulair versus their own brand of medication, the comparison and the evidence in favor of Singulair will be sufficient to sway them towards switching brands.

Another noteworthy psychological phenomenon that this advertisement would rely on for its effectiveness is the elaboration likelihood model. If a person is high in the need for cognition, that is to say, they elaborate and think deeply about a great deal of subjects that would affect them, then this add would be more effective. If a person with a low need for cognition skims over this add, they are less likely to form any sort of strong attitude about Singulair given the fact that they rarely think objectively when it comes to this type of ad.