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Impact of Advertisements to Consumers in Buying. ... Statement of the Problem What is
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Impact of Advertisements. The Shape of America As marketing strategies have
evolved, they have enhanced the ability of advertisers ...
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... More specifically, sex, employment, and age seem to provide no significant impact
on consumers' reactions to retail newspaper advertisements. ...
Submitted by dcmix32 on April 19, 2005
Category: English
Words: 1126 | Pages: 5
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The Shape of America
As marketing strategies have evolved, they have enhanced the ability of advertisers to communicate to the \"masses\" more effectively than ever before. This ability has allowed advertisers to not only reach more markets, but to be more influential in the decision making process of the audience. American society, especially young women, is being influenced by advertisers more now than in previous generations. It is not by accident that teenagers and young adults are targeted by advertisers, especially since their purchasing power as a group exceeds that of any other consumer group. Not only have advertisers learned to identify specific products that appeal to men and women, but they have also found that the \"want\" of the consumer can be turned into a \"need\" for the advertised product. Many of the beauty product companies advertise their products as a \"need\" which ultimately appeals to a vast majority of women.
Estee Lauder’s beauty product is one such advertiser. In an August 2004 issue of Vogue magazine, enclosed was a two-page ad campaign intended to sell Estee Lauder’s “Future Perfect Anti-Wrinkle Radiance Moisturizers SPF.” This advertisement
is appealing to the consumer because it stresses the importance of remaining young by the use of this product. This advertisement then goes further to stress that, “The past is forgiven, the present is improved, and the future will be perfect.” This advertisement includes three alluring models, all of which are of different ethnicity but essentially have the same physical attributes. This image is used to appeal to all sorts of American women. The models all have famished bodies; this includes their angular, somewhat gaunt faces and protruding collarbones. Located right below this image is the company’s slogan which reads, “ESTEE LAUDER. Defining Beauty.” The attempt is made with this advertisement to define beauty with images of starved and...
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