Issue109 *自由女神小组*第十二次作业

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TOPIC: ISSUE109 - "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."
WORDS: 477          TIME: 0:55:00          DATE: 2007-2-11

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Myriad products come to our life so quickly that we can hardly choose from them. Smart sellers thus use effective advertisements to arouse our attention through enhancing the usage of the products. It is believed by most people that ideal models in the advertisements can make us want to imitate them and therefore buy the products. In fact, the practice is effective not only because of the models, but also of the culture if we neglect some special conditions.

The effect of this type of advertisements, if success, would arouse people's interests because of the models in them. Ordinarily, models are those people who have nature beauty or high reputation. Products used by models in the advertisement setup a connection between the products and the beauty or reputation of the heroes on TV, although the hint does not exists in the reality. Therefore throng think by nature that they will finally receive the same success only if they use the same products. Bosiden, a brand focuses on coats, employed famous football star Jack, who is well known, for an advertisement. The surprising profits show the mighty of such policy. By contrast, failed advertisements with wrong models will mislead people to a direction which sellers do not want.

Further more, the effectiveness of the advertisements, to some extend, own to the culture which they spread and create. Advertisements do not only stand for a picture or a piece of movie. They spread the culture which comes from the manufacturing factory or create a new culture which may represent the background of the products. Coca Cola sells millions of thousands of bottles filled with its beverage and easily beats off countless rivals. The policy adopted by the great company is to show American culture everywhere, including fast pace through jumping models, challenging spirit through soldiers of the advertisement and individualism through special favor and characters of the models.

However, nobody appeals the desire of everyone. A specific model only stands for a kind of character or a kind of culture which only caters to a few buyers who have the same or almost same flavor with the model. It thus compels others with different favoring. As a result, some sellers use animals rather than human beings to be the special heroes of their advertisement. A few of sellers succeeded while others find their products degraded. It is really hard to appeal different people with contrary characters. So the only policy sellers can think about is to design their advertisement through the background and the culture of their potential consumers.

In conclusion, advertisement with appropriate models can stimulate the wants of people by the imitation theory of psychology. But sellers have to choose models according to the background of both products and consumers. Furthermore, it is important yet that some types of advertisement with model will take a contrary effect.