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Please consider this free-reprint article written by:
Kadence Buchanan
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Article Title: Advertisements And Self Esteem
Author: Kadence Buchanan
Word Count: 875
Article URL: http://www.isnare.com/?aid=78592&ca=Marketing
Format: 64cpl
Author's Email Address: sesecrets[at]gmail.com (replace [at]
with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=78592
================== ARTICLE START ==================
Living in the information age, advertisements act as the
necessary stimuli for consumers to acquire a product or
service, so as to produce revenue for the company's product
or/and service that is marketed. In many occasions,
advertisements act as role models, since people have been found
to have the tendency of feeling better about their own bodies or
actions, when these are aligned with the broadcasted advertising
image. These groups are usually presented in modern ads, which
in their scenarios reflect the inner needs of today's
customers. Thus, it is understandable why people want to buy a
product so as to become a new member of that specific group the
advertisement shows.
In fact, today is very easy to become that other person you
imagine you should be, as long as you consume what an ad tells
you that you should in order to be directly related to the
product/service starring in the advertisement. Feeling better
about yourself because the selected �cover' best suits the
occasion, is considered shallow in my opinion, as I tend to
judge people not based on appearance and lifestyle choices, but
mostly by understanding their intellectual abilities and
examining their talents.
Penetrating a market- meaning a home- to produce profit, is the
ultimate goal of a firm competing in any industry. Studying
consumer needs, developing a desirable product, planning its
promotion techniques, selecting an appropriate price policy,
and reaching the selected target group, are in brief all the
basic marketing steps a company must take to gain profit by
selling. Nowadays, due to the enormous amount of products
offered to cover a specific need, corporations have to
diversify their propositions using a combination of the four
most important marketing tools, price, place, product and
promotion-also known as the 4P's. Although all of these
marketing tools have a tremendous effect on consumers'
satisfaction and product viability, promotion techniques are
still considered as the only tool that is not yet fully used or
explored. The primary factor for this is that advertisements are
bound to change and adapt their imagery to that of contemporary
consumers who constantly change their preferences.
During the twenty-first century, advertising has enormously
evolved and today captures the interest of prospective
customers, due to its shocking, funny, or easy-to-relate-to
nature. For example, clothing, diet yogurts, cars, detergents,
mobile-telephone service companies, ice creams, airlines,
personal hygiene products and other marketed goods, have to
compete by presenting in their advertisements a clear and
unique brand image. For some product or service categories, the
war is no longer between lowest price and best quality. What
counts today more than ever before, is the �added-value'
element and how it is perceived by customers. This added value
is the outcome that the customer gains when he subtracts the
actual value of a product from the value he believes the
product carries. Corporations have come to the point where this
difference is only an idea, a quality that the person gains only
due to the purchase. This quality can be the pre-mentioned
ability to belong to a recognizable group of people, by using a
specific brand (e.g. BMW versus Fiat, Colgate versus Crest,
etc.).
These qualities that consumers believe they acquire by
purchasing a product or a service are directly related to
consumers' mentality that society accepts or rejects people due
to their choices and not based upon peoples' abilities.
Actually, advertising, being a widely accepted promotional
tool, has begun to build not only brand images but also
consumer minds. Belonging to a happy household today is
translated as being a conscious selector who seeks information
and chooses among a vast variety of choices based on carefully
selected standards. When these standards are the outcomes of
television role models, advertisements have additionally the
ability to shape characters and develop groups. Living in the
consumer-oriented age, households are governed by self-esteem
needs that have to be fulfilled through their purchasing
habits. Product attributes pass over to their users as
advertisements stress daily and people tend to mimic the
behavior patterns seen at these ads so as to feel better about
whom they are. Based on such unstable grounds regarding
personal identification and qualities, or ability to relate to
others, peoples' esteem will undoubtedly result in chaos. On
the other hand, developing personal competencies by investing
on education, friendship, dialogue, and soul-searching
techniques, can produce more sustainable results that are based
on well defined principles and not on trends or corporate
benefits.
Summarizing, companies seek to develop successful campaigns
that can increase profit margins and at the same time win-over
happy customers. Those customers, who have as their primary
goal not to be directed by corporate interests, must understand
the significance of a firm's strategic views. From the consumer
viewpoint, recognizing needs and trying to fulfill them is not
only acceptable but also desirable. On the other hand, becoming
overwhelmed by these needs and sacrificing principles on the way
to realize a dream some advertisement presented as unique, can
be considered as personal corrosion. Careful filtering the data
advertisements portray and continuous self-criticism will form a
unique consumer group; that of a conscious kind in which all
should be proud someday to belong.
About The Author: Kadence Buchanan writes articles for
http://4homelife.net. In addition, Kadence also writes articles
for http://iclothingcenter.com and http://1stconsumerinfo.com
Please use the HTML version of this article at:
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================== ARTICLE END ==================
For more free-reprint articles by Kadence Buchanan please
visit:
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