Final answer:
Gerbner's cultivation theory suggests long-term media exposure shapes perceptions of reality, which relates to the influence of being exposed to approximately 5000 adverts daily on consumer attitudes.
Step-by-step explanation:
The concept of being exposed to around 5000 adverts a day is linked to the work of George Gerbner in 1976, through his cultivation theory in the field of communication studies. Gerbner's research investigated how long-term exposure to television content affects viewers' perceptions of reality. He proposed that the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with the reality portrayed in the media. This can be extended to the realm of advertising, where the sheer volume of adverts that individuals are exposed to can similarly shape their realities and consumer behaviors.
Contemporary advertising techniques utilize the principles of associative learning, as outlined by Cialdini in 2008, where products are associated with desirable attributes or individuals, thereby enhancing the products' appeal to consumers. This is also reflective of the increasing synergy in advertising campaigns across multiple platforms, amplifying brand messages as identified by Naomi Klein in her work 'No Logo'. This indicates that the frequency and consistency of advertising contribute to the shaping of consumer attitudes and expectations, reinforcing Gerbner's cultivation theory concept.