Issue109 【0706G－LOVEAW小组】第13次作业

小猫儿UID: 2297873

109. "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."


1、  the purpose of the advertisement is to let consumers know about the brand and thus increase the sales
2、  as the competition in today’s dog-eat-dog society, the competition impels the advertisers induce the consumers to buy unnecessary merchandises. The most useful way to achieve the goal is to use the stars in the society to attract consumers.
3、  However, the most decisive factor is the quality of the merchandises to attract consumers. Both the producers and the consumers should treat the advertisements properly.
41min  words:559

In today’s society, there are plenty of advertisements crammed in the gap of the television programs, which always contains several television stars telling how helpful the commodities they are publicizing are. However, producers and consumers should both treat such advertisements properly.

Fundamentally, as is known to all, the purpose of the advertisement is to let consumers know about the brand the thus increase the sales of the products. As a main body of the market, the producers operate the companies to get profits, which is always the truth. The methods of increasing the profits include lowering the costs of their products as well as aggrandizing the sales of the products. However, the cost to produce one commodity is almost equal in the same industry. Therefore, enhancing the sales of the products plays a vital role in the commercial areas.

At the same time, the fierce competition in today’s society forces every company make every effort to emulate other companies in the kindred industry in the consumers’ mind, which generates a new way of advertising----to make use of the super stars’ rallying point to impel consumers buy their products. For example, the Mabelline Company that sells lipsticks uses the popular Chinese movie star Ziyi Zhang in one of its advertisements. She moves her sexy lips to show her appeal enhanced by the lipsticks, which attracts the consumers to generate a wish to be as attractive as Ziyi Zhang in the advertisement. The advertisement has a notable effect because it drives people better evaluate themselves by purchasing the lipsticks. Whenever they use the lipsticks, they imagine that they are as attractive as the movie star in the advertisement and thus be more willing to buy the Mabelline’s lipsticks. It should be admitted that the advertisement, by making use of super stars, makes a lot of money from such psychology of the consumers.

However, the most decisive factor is the quality of the merchandises to attract more consumers and thus both the producers and the consumers should treat the advertisements properly. Even if the advertisements has attracted more consumers for the time being, once it is found out that the products are tinpot, the company would suffer a lot more than the conditions without advertisements. Take the same example as above. Even though the Ziyi Zhang’s appeal has attracted more consumers to purchase the lipsticks, after a short while, if a consumer tring this kind of lipstick goes shopping with her boyfriend, only to find out that the lipsticks leave marks wherever her tips touch, which freaks out her boyfriend, she would at once stop using the lipstick and may never buy the Mabelline’s products any more because of the cheerless memory. Worse still, she may tells every one she knows this cheerless memory to warn them of buying this lipstick, which will lead to the fall of the sales of the lipsticks. On the other hand, the sales can be even increased if the quality of the lipsticks turns up trumps. Therefore, the most important factor to decide the popularity of a commodity is constitutionally the quality.

To sum up, even though the advertisements using super stars can receive some popularity with the consumers, it is the quality of the products that plays a vital role in the fierce competition. People should all give a proper attitude towards the advertising.