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SELF.esteem in advertising

SELF.esteem in advertising - SELF-ESTEEM IN ADVERTISING...

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SELF-ESTEEM IN ADVERTISING Clearly, for advertising to use the subconscious appeal to self-esteem, it must use different strategies depending on whether the target audience is male or female. (Segmentation and Targeting, by the way) Ads aimed at men will show how the product or service will allow the purchaser to raise his status in his hierarchy. For example, some business machine (copiers, computers, etc.) commercials will have one man accomplishing something well by using the product. He then refuses to tell how he did it. This places him in a superior position that he maintains through secrecy. The aim of the commercial is to sell the product to men who would like to do the same. Personal grooming products, such as deodorants, colognes, shaving aids, hair coloring, etc., are also sold using self-esteem through improving appearance. Most of these ads use the idea of drawing the attention of attractive women, of increasing sex appeal and sexual success (and thus self-esteem) because of a smoother face, sexier smell, or younger-looking hair. An interesting point about that last: some ads emphasize that the change from grey to natural looking hair color occurs gradually. For many men there is a loss in self-esteem if people know they are insecure about their appearance, which would be obvious if they suddenly went from grey to dark hair. By having the change occur gradually they not only get what they consider a better appearance, but other people won't notice such a slow change. Thus there's no conflict in self-esteem.
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Occasionally hair coloring ads will imply having grey hair can be detrimental to a man's job. That is, if he looks old he won't be considered for an assignment, a promotion, or even a job. This approach depends on a man believing that "young is better" or that employers discriminate against older people. Other products, such as memory aids, learning methods, or "stay in school" public service announcements also use self-esteem as an appeal. The implication of these ads is that a person can achieve a superior position in knowledge or intelligence, to know more or synthesize better than other people. The point is, the ads directed at men that use self-esteem as an appeal are showing how the product or service can raise the purchaser's position in a hierarchy. They will be more attractive, more intelligent, richer, stronger, younger, but certainly in some way superior to others.
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