issue109【米国有米】寒假作业第24天2－21

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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: 680          TIME: > 0:45:00          DATE: 2007-2-21

Nowadays Advertisers tend to hire persons,no matter celebrities or just pretty girls or boys,to make advertisements on
TV,Web,or other forms of mediums to spur the consumers to buy their products.Although some consider it a brilliant way,since
it not only sells products but also helps the consumers feel better about themselves,still I contend that it depends on the
situations.In some certain situations it do does effective impact on people's feeling about themselves after their using the
products.However in some other situations,the celebrities effect turns out misleading the consumer even doing harm to them
and of course won't help people feel better.Besides,some products even can't be propagandized by celebrities or other people
because of the culture taboos and so on.

hire persons to make advertisments is a frequent way adopted by the advertisers to propagandize their products for
psychological reasons.People buy products in order to use them,so they want them useful to them,like more
beautiful,healthier,more fasion and so on.Using persons in ads can effectively achive the purpose of propagandizing the
products.For example,men tend to purchase their girlfriends diamond rings to show love,consequently,one beautiful woman and
one handsome man may appear in ad diamond ring ad,the man put the diamond ring around the woman's neck and they embrace each
other lovely,how can a man defend the ad's seduction and not purchase this kind of diamond ring to his beloved girlfriend?
Besides,some products tend to be propagandized well only by certain celebrities.For instance,the products of athletic
gear,the advertisers tend to hire famous sport stars,let them put on their athletic gears,for example sneakers,athletic
pants,and perform well or say good words about the athletic products in the ads,.When the athletic lovers see their idols on
TV or other forms of mediums wearing the certain kind of athletic gears,they tend to follow their idols and purchase the same
products,which would definitely make them feel better.

However,In some situations,the hiring of celebrities or other persons in the ads may mislead or even do harm to the
consumers.For example,there are superfluous kinds of diet pills in the market,some of them just have little effect on
people.But the advertisers still hire slim yet pretty girls to show in the ads and make them say that they keep slim only
because the diet pills,which may actually have little effect.Another example is shampoo ads.In shampoo ads on TV,the
celebirities shown in the ads always have unauthentic beautill hairs,which is done by computer actually.Sometimes,the hiring
of celebrities in ads even do harm to the consumer.Pharmaceutical advertising is one of the most important kinds of  
advertising that can have a direct impact on the health of a consumer.Hence,this necessitates the fact that it is essential
for advertisers of such products to take special care and additional responsibility when devising the promotional stratigies
of this product.In reality,it has been observed that pharmaceutical product advertisers often promoted their products to
achieve their own goals at the potential rist of having an adverse effect on the consumer's health.For example,the
advertisers may hire celebrities to let them speak in the ads that the positive effect of the medicine which may have various
negative effect on the consumer’s health.

Besides,it is not advisable when it comes to the commecials of some certain products.The commecial practice has its taboos
and limitations due to the culture and different people.If product related to such issues does the practice,it will cause a
lot of problems.when advertise a new type of condom,should the advertiser specify how it is used and what one will feel if he
bought it by hiring a porn star to give it a shw?If he does so,his enterprise will be called into adversity due to the
transgression of culture taboos and harm effect on teenagers.Cases on tobacco ads are also the same.We have neven seen and
will never see a man smoke in a tabacco ad.Because its illegal to spur people to smoke.

To sum up,it is unreasonable for some people to draw the conclusion that by the purpose of selling products and feel better
about the consumers themselves,Hiring persons to show the product in the TV is always effective.Sometimes,things will turned
out not only destroy the advertisers' enterprise but also destroy the fame of the people hired in the ads.When it comes to
devise a scheme of an ad,the advertisers must ponder over various aspects,like the kind of products they are going to
advertise and the culture taboos in the society.After all,appropriateness is a essential elements of an ad.