How Advertising beat our criticism?
People feel invulnerable, although it is wrong. They think they have criticism to defend persuasion. Feel invulnerable make them comfort. They feel smart. But that is not original comfort. That is an illusion.
Advertising upgrades its capability to persuade. It has a solution for advertising criticism.
Anti Image message
The anti-image message does not tell about themselves. They talk about the reader.
Usually, the reader has a defense.
Scotch whiskey tells us: “This is a glass of Cutty Sark.”
Cutty Sark is a British clipper ship. Built on the River Clyde in 1869 for the Jock Willis Shipping Line, she was one of the last tea clippers to be built and one of them.
A shoe company tells us: “If you feel the need to be smarter and more articulate, read the complete works of Shakespeare. If you like who you are, here are your shoes.”
Apple computer associates it first with American values. American, especially baby boomer appreciate an attitude that challenges the status quo. Apple challenges the status quo by thinking differently. Then their products are part of think differently.
“Fuck advertising.” It is an advertising tag line. It will reduce the defensive attitude.
The logo for Sprite then comes on with the slogan “Image is nothing. Thirst is everything.”
Advertising tells that it doesn’t like advertising. It reduces the reader’s criticism.
Association with social norm, values and valued images
A persuasive advertising mixture company’s brand target market values. Persuasion here eschews facts and arguments and resorts instead to the presentation of symbols that stand on their own as effective persuaders, just as the country’s ﬂag might do in battle. This is
not to suggest that the same sign symbolizes the same values for everyone within the same culture.
By using Freud perspective on psychoanalysis, products always symbolize something over and above their physical properties and what they symbolize may arouse the emotions associated with those symbols. For example, padlock is not just padlock, it is about safety. Jean is not only pant, it is egalitarian idea. In outside America, jean is modern style.
Symbol of products can change with time. In beginning tattoos were associated with lower-deck (lower-class) merchant. Today it is fashion or non-conformity symbol.
Body shop associate their cosmetic to social movement. Social movement is green lifestyle, no harm for working class and animal and so on.