Advertisement, Difficult to persuade

Author: Michael Schudson (USA)
Publisher:
Publish Date: 2004-01-01
Features: The views on advertising proposed in this book differ from the general consensus. It is widely believed that advertising influences sales by changing consumers' thoughts or shaping their perceptions of a product. A common approach involves associating a brand or product with a celebrity or a romanticized lifestyle, suggesting that using the product can make consumers more beautiful, likable, and energetic. Consumers may be skeptical but are consciously or subconsciously lured by the advertising suggestions, leading them to purchase the product. The views on advertising proposed in this book differ from the general consensus. It is widely believed that advertising influences sales by changing consumers' thoughts or shaping their perceptions of a product. A common approach involves associating a brand or product with a celebrity or a romanticized lifestyle, suggesting that using the product can make consumers more beautiful, likable, and energetic. Consumers may be skeptical but are consciously or subconsciously lured by the advertising suggestions, leading them to purchase the product.