Attitudes can be changed and are the object of constant influence from the mass media. There was concern at the time with communism and people being indoctrinated by communists. Also, advertising was becoming a big business as a means of sales.
Attitude change occurs via paying attention to a message, comprehending and accepting it.
In one classic investigation the communicator was labeled as the editor of Pravda or was an American physicist. Greater attitude change was obtained with the American communicator. This manipulation works especially well when forewarning is given with sufficient lead time. The next wave of research, based on cognitive dissonance theory in the 1950's. Attitude change as a means of reducing dissonance.