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Advertising
Pre-superbowl lesson
Influences on Consumers
 Consumers
advertising
buy things in response to
Advertising is geared towards specific
groups
 Ads provide useful information about
products or announce the start of a sale
 Ads also influence you to purchase a
product that you do not necessiarly need
or want or can afford

Ads that Appeal to Our Emotions

Association – products with popular
ideas/symbols; ads try to convince you
that purchasing the prod. will associate
you with the same ideas or symbols



If wear their perfume, I’ll be beautiful too just
like that woman
Bandwagon – promotes the idea that
everyone is using the product
Celebrity – involves a celebrity to sell the
product

Claims of authority – convince
consumers by having an authority figure
(doctor) promote the product



Doctor recommended
Seeing is believing – infomercials
Regardless of the technique used, a
smart consumer learns to separate the
product from the characters and images
in it ads.