TV and web advertisements have become the main strategies to promote products. Companies spend large amount of money on generating creative ideas and eye-catching images in an effort to attract consumers. Ad producers research people’s preferences and study psychological factors in order to appeal to the customers’ desires and to leave a lasting impression of their product in the customers’ minds.
For example, in a real estate ad, you may see the a spacious, brand-new apartment with quality hardwood floors and luxurious furniture; a tender breeze sways the curtains and offers a glimpse of the fully furnished terrace while sunshine floods the state-of-the-art kitchen; a little girl is watching a show on the latest television set, and when her beautiful and elegantly dressed young parents join her on the white leather sofa, the sparkle of the flickering fireplace embraces the family with warmth and happiness. This ad does not only show an up-scale apartment, but also implies that a place like that creates a happy family. People watching ads like that on a regular basis cannot escape this image of an ideal way of life, and eventually may try to work longer hours or to take on second or third jobs in an effort to generate enough money which would make the purchase of the perfect home possible for them. In China, ads have raised the standards of a quality lifestyle to such a degree that a young man cannot get married without having a stable, well paying job, a good car, and a nice apartment; these exaggerated requirements for starters pose a social problem for many young Chinese men.
[youtube]https://www.youtube.com/watch?v=ZJRyieFi8fQ&NR=1[/youtube]
[youtube]https://www.youtube.com/watch?v=VqOIhqajs_Y[/youtube]
(Two korean real estate ads promoting beautiful life.)
(Posted on March 17th)