Multitasking and the zero sum game of attention economy ( and then extended to AIDA model).

Advertising or may be clever, witty & shocking advertising may deliver the attention. However changing the consumer perception (and therefore attitude and behaviour towards a product/category/brand is too grand a task to be left to advertising alone ( especially the paid/sponsored formats ). Advertising , no matter how simple, plausible, may be credible ( if that's the intent in the creative brief), concrete , emotional, may be having a story appeal, with shock value, awesomeness, freshness value ; may help in getting attention and then gain the social currency for virality of its commercial message. Therefore it can impact brand awareness and recall. However does it help in changing consumer perception needs to be seen; especially in light of the fact that the Smart evolved consumer of advertising message considers it purely as an art form ( with huge entertainment value- if at all they decide to consumer the ads.). Therefore credibility /truthfulness of the advertising message is a question mark.