Advertising can be understood as any form of communication paid for by an organization in the service of promoting its brands, services, or products. Advertising is a central marketing activity for many organizations and one of significant financial cost; firms spend more than half a trillion dollars on advertising yearly. 1 One reason for such expenditure is that advertising is viewed as serving a number of critical marketing functions from generating awareness to shaping and changing people’s attitudes to prompting behavior (see Sternthal & Rucker, 2015). The present chapter shines a spotlight on the role of attitudes in advertising.