SOC 202 Lecture : Advertising & Consumption
23 Jan 2012
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Document Summary
our decisions are based on the product itself. ads provided the need for consumers to buy things: product symbol approach (40-50 s) products now have brand symbols attached to products that give it more value . shift in which knowledge about the consumer became important, they weren t simple but rather based on the particular quality the ad was able to portray status and prestige. shift moves form fucntionability towards social desire: personalization (50-60 s) knowledge about the consumer is paramount consumer = central. creates fiction of intimacy in which product is assured to have some role in your life. we buy products that somehow speak to us, have a personalization attached to it. primary target were housewives they had new found purchasing power, however these ads exposed them mainly towards domestic products that would bring happiness into their homes: market segmentation (80-90 s)
