issue109 广告的作用[practise小组作业第9次］留下链接,有拍必回

子旋UID: 2196177

9issue109, "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:653 time:1h27min
The companies use many advertisements to convince us that we need certain products and services. These advertisements usually are effective in promoting the sales of their products because the celebrity comes into advertisements to propagate the advantages of the products. Few persons may hold their primary point of view resisting the product after being affected by the lure image of the advertisements. It is undoubtedly that the advertisements are effective, but it is not necessarily that they make people feel better about themselves.

First, the advertisements are effective as they encourage us to buy some products gradually. The advertisers are not necessarily concerned with what is true or false, good or bad. They simply want people to believe the messages being sent. They use all kinds of advertisements as magazines, newspapers, wall-print, and radio or television programs to encourage people to buy their products. We may change our own point of view about one product under the following procedure. Every day, we are bombed with slogans, print advertisements, packaging claims, trademarks, and designer brands-all forms of propaganda. One study reports that each of us, during an average day, is exposed to over five hundred advertising claims of various types. Such advertising information saturates into our brains and affects our feeling about them. It is saying” the fallacy becomes truth after repeating a thousand times.” So we may change the attitudes on the products and consider them acceptable at some extent. Even though you may resist a product in the past, it is possible for you to reconsider its value and have a try to buy it after acquainting yourself with it. The shopping desire mostly comes from our subconscious after contacting with advertisements a long time.

Further more, it is also a fact that celebrity, as the representatives of the products and the companies, improve the sale of products. Advertisers try to improve the image of a product by associating it with celebrity most people adore. They believe that the good image or the prestige of the celebrity will carry out to the product. First, because of the adoration from the public, celebrity win the support of most people and product they prefer can also get the credit of public. Take the S.H.E in the advertisement of Coca-Cola for example. The three girls are adored by many younger, so the coca cola is popularized in young as they think it is a fashion to take the same soft drinks as their idols. Second, people would like to prefer the product to make them ‘be like’ the person in the advertisement. They like the image of the attractive girls and handsome boys, so they want to have a try to get the ‘be like’ feeling. Another example as the advertisement of hair washing shampoo of Lux, can give evidence to this statement. Every woman wants to have the beautiful hair as the girl in the advertisement and the good image appear so many people to purchase the product.

Although celebrity advertising proves effective for producers as well as advertisers, it usually misleads the consumers and may not help people to feel better about themselves. We can not deny that we need to purchase some necessary products most of the time, but it is obvious that we buy some unnecessary products under the encouragement of advertisements. At one hand, we accept these products without thinking very carefully about what the advertisements mean, or whether we apply to the products. We subconsciously accept the advice of the celebrity even though he is not an expert of the product being sold. At the other hand, advertisers understand the consumers’ psychology that most of us may prefer to be like the majority. They propagate the advantages of the product, or even aggrandize its use, and they capitalize on our prejudices and biases by making the great scene of sales which may be forged. At last, we consent to hand over our independence of thought and action.

Above all, we buy the products because of our emotions but not our minds at most cases. The advertisements serve to inspire our emotions with all kinds of means as the joining of celebrity, and prove its efficiency. However, as they may mislead us to buy things in order to promote its sales, we need to clarify them and make it clear what are really fit for ourselves.