Marketing and advertising absolutely must appeal to people in one way or another to be successful. Research has shown that using celebrities and attractive people can motivate consumers to purchase a product. In whatever manner, advertisers hope that they actually can make people feel better about themselves, because that can help foster repeat purchases of a product. Ultimately, whether an advertisement makes a person feel better about him or herself depends on the individual and how they perceive themselves as compared to the particular advertisement in question.
观点陈述型作文
许多广告的目的在于,通过使顾客购买某种商品,从而让他们觉得他们将会和广告中的那个人相差无几。这一做法甚为有效,因为它不仅能售出产品,而且也帮助人们有更好的自我感觉。
许多广告确实使用迷人的模特或名人来诱使顾客购买所推销的产品。试想,谁不想看上去像广告所描绘的那个正在享受该产品的漂亮模特呢?谁不喜欢成为麦克尔乔丹或泰格伍兹呢?在某种程度上,通过购买产品从而去模仿广告中所表现的人物可以使人产生较好的自我感觉。但这类广告却是一把双刃剑当产品不能使购买者与广告人物相差无几时,人们就会对产品产生失落感和幻灭感。
营销部门早就深知,使用迷人的模特和名流有助于说服顾客顾买某一产品。某些顾客可能实际上相信购买和使用该产品会使自己与广告中描绘的人物相仿。对某一些顾客来说,至少有可能存在某种潜意识的反应,使他们相信他们在实际上可以获取广告中所表现的人物的某些特征。自尊感较低的顾客更有可能购买某一产品,其动机便是他们将能变得类似于另一个人。
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