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Issue

“The purpose of many advertisements is to make consumers want to buy a product so that they will ‘be like’ the person in the ad. This practice is effective because it not only sells products but also helps people feel better about themselves.”

Many advertisement indeed use attractive models or celebrities to entice consumer into buying products that are being promoted. Who would not like look like the beautiful models that are depicted enjoying the product? Who would not like to be like a Michael Jordan or Tiger Woods? To certain extent, buying products to emulate the persons show in the advertisements can make person feel better about him or herself. But this types of advertisement can be double-edged sword – when the product does not make the person “be like” the person in the advertisement, there can be disappointment and disillusionment with the product.

Marketing departments have long known that use attractive models and celebrity endorsers can help to persuade consumers to buy product. Some customers may actually believes that buying and using the product will make them “be like” the people featured in the ad. For other consumers, there are probably at least some subconscious reaction that causes them to believe that they will in fact assume some of the characteristics of the person depicted in the advertisement. Consumers with a lower sense of self-esteem are more likely to buy a product based on the motivation that they will become like someone else.

Proof of this marketing axiom can found by simply looking at advertisements from around the world. People featured in advertisements are almost always good-looking, health and physical fit. Marketers are savvy enough, and enough market research has proven that, consumers are motivated to buy by advertisements featuring attractive models. Even advertisements that are aim at the older people of a population will feature attractive older people. Although there has some criticism about the effect of showing only “beautiful people” on the general population, particularly on young women, advertisers know that beauty sells. But whether this practice makes people feel better about themselves depends on the individual and is certainly open to debate.

Some individuals with a low sense of self-esteem, especially younger people, may purchase products in an attempt to make themselves be like the person featured in the advertisement. Young women in particular may buy cosmetics or clothing advertised by beautiful models in an attempt to look the same as them. Young men may buy athletic shoes or apparel in an attempt to perform athletically in the same way that the person featured in the advertisement plays. These people may then become further discouraged when they use or wear the product and find out that they are the same person that they were before. Buying the product hasn’t changed anything.

Marketing and advertising absolute must appeal to people in one way or another to be successful. Research has shown that using celebrities and attractive people can motivate consumers to purchase a product. In whatever manner, advertisers hope that they actually can make people feel better themselves, because that can help foster repeat purchases of a product. Ultimate, whether a advertisement makes a person fell better about him or herself depends on the individual and how they perceive themselves as compared to the particular advertisement in question.