This document summarizes a social psychology journal entry analyzing an advertisement from the Malaysian newspaper "Kosmo!" promoting cosmetic products from the company SASA. The advertisement utilizes principles of social psychology persuasion by featuring two famous and beautiful actresses, Natasha Hudson and Ayda Jebat, as credible communicators to convince the public that the products must be good if these celebrities use them. It also uses attractive communicators by featuring beautiful women to imply the products are the key to their beauty. Additionally, the ad implies the actresses use the products without directly stating it to change attitudes, and provides an emotional message about youthful skin to increase confidence in the products.

1. Social Psychology
Name : Lee Kai Yung
Student ID : 0318314
Course Code : PSY30203
Title : Journal 2

2. The advertisement that I found is promoting about cosmetic items from the company
SASA, the advertisement is from newspaper called “Kosmo!”, its a newspaper in Malay
language. This advertisement reflect the element of social psychology concept which is
persuasion. They are using this concept to persuade the guests by showing how good their
products are.
The first point is about credible communicators. This is because they are hiring two
very well-known beautiful artist to promote their products, which is Natasha Hudson and
Ayda Jebat. This two person is make a very strong credible communicators to the public,
because public will think of even though the famous actors are using their products, their
products must be very good.
Next point is attractive communicators. This advertisement is using 2 very beautiful
women to promote. When public see this advertisement, they will think of the products
the 2 women using is the key to make them become beautiful, so that people will buy
their products also. Besides, they also do put in their products’ rewards, such us awarded
Asia pacific super health brand, which make people have feel more guarantee or ensure
safety when using their products.
Furthermore, in this advertisement also show the use of message that do not appear
to change attitudes. For example, the advertisement do not show that the 2 actors who are
promoting their products actually using their products or not, but people tend to think that
way that they are using the products since they are holding it. This is how they change the

3. attitudes of people towards their products, so they will buy it.
Last but not least, this advertisement also show the message with emotional content.
The title of this advertisement “AURAWHITE BEAUTY, The Aura of Youthful Skin”,
giving out a message about their products will make your skin look young and white.
They also listed out 3 of the benefit of their products, such as helped revitalize, help
repair and help renew the skin, which make public feel more confidence towards their
products, feel reliable and have the feeling to buy their products.