Feb 10
Through some literature reading, I have learnt that brands instil ideas in consumers through advertisers in order to influence people's consumer psychology.
To verify that it is advertising that can influence people's perception of consumption, I tried to find some case studies.
Regarding the case of advertising influencing people's perceptions and consumer psychology, the first thing that comes to mind is the advertising and marketing of diamonds. The classic advertising and marketing example of De Beers created not only a desire but also a demand for diamond engagement rings with the slogan "A diamond is forever". In the 1977 De Beers commercial, there is a brief love story set against the backdrop of a beach. The beach and the couple's residence look like they are from the Hamptons or Cape Cod, places considered to be symbols of wealth and status. The only colour in the entire film is a De Beers ring when the man proposes with a gold solitaire ring. The diamond company has not only highly romanticised the need for diamonds through the love stories of the male and female models in the advertisements, but has also imbued them with the symbols of costliness, elegance and status. The diamond ring has now become a must-have item for marriage, following the spread of various diamond advertisements with different expressions but similar cores.
Comments