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Lifestyle Brand Advertising

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sarah hagarty

on 30 October 2012

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Transcript of Lifestyle Brand Advertising

Lifestyle Advertising A lifestyle brand tries to sell an image and identity, rather than a product. They want people to associate their brand to a certain lifestyle. When lifestyle brands advertise, they tend to focus on what kind of person would buy the product, rather than the product itself. Lifestyle brands try to convince consumers that their brand relates and have the same values and aspirations as you do. Their product is a “must-have”. Many luxury brands (Chanel, Gucci), are associated with life-style branding because their advertisements display sophisticated people living a life of luxury. What is a “Lifestyle Brand” Advertising example 1 Lifestyle advertising targets certain cultural and social groups when advertising. People who live a certain lifestyle will automatically be attracted to advertisements that display their interests. If they see an advertisement that displays similar interests to theirs, they will be more likely to purchase products from that brand. Are certain lifestyles associated with certain brands? What pops into your head when you hear "Billabong? Hyundai 2010 Super Bowl Advertising Luxury Advertising targets kids and their life styles as well. Advertising towards children has become more persuasive and less recognizable as a sales pitch. They target children in different ways than they do adults. Advertisers take current trends such as popular TV shows, movies, new musical groups and they use those trends to persuade children that they need the product associated with the trend in order to be considered “cool”

Advertisers know that if they can get a brand name into a child’s head when they are young that that child could become a brand loyal customer for life. This why advertisers try to get children familiar with adult brands earlier. Advertising’s Influence on Children's Lifestyles Thesis Advertising influences consumer lifestyles by creating a world of unrealistic needs with the brands that they promote. "To persuade consumers that they "need" to buy their products, companies consciously make people feel dissatisfied with what they already have and try to convince us that we are lacking something. The video above is an example of how consumers are led to believe through advertising that products have magical properties that provide simple, anxiety reducing answers to seemingly complex problems.

Advertisers have had a long-standing goal of associating products with certain social situations. They find a set of products and/or services that can be linked to consumers in order to create a lifestyle that appeals to them.

The products that consumers purchase are a statement about who they are in society and who they are not. Whether we are conscious about it or not the products that are advertised all around become part of our lifestyle. Freudian Theory Freud believed that consumers buying preferences are influenced by unconscious motives.

This theory helps advertisers to reach their audience by using selling points that will appeal to their unconscious motives. Advertisers make sure that the language and images they use in their advertisements appeal to the id in the consumers, making consumers want the immediate gratification of purchasing that specific product. "That's one of advertisements most brilliant accomplishment, to get us to believe we're not affected by it." - Bernard McGrane Advertising has a huge impact on women’s lifestyles. Normal, everyday women look at models and women in advertisements and compare themselves to them. Because of this, advertising has a direct influence on women’s lifestyles. Advertising influences women to want to look a certain way, act a certain way, dress a certain way and when this doesn’t happen they are left feeling bad about themselves. The version of women that advertising depicts is not only harmful emotionally but also physically. 10-15% of women have developed eating disorders trying to be the “ideal” woman that is seen in media and advertisements. Advertising's Influence on Women's Lifestyles Over the past decade, advertising has influenced consumers perception on reality. They have created these fantasies of perfect lifestyles and what you need to achieve these "perfect" worlds. For many companies, advertising has shifted from selling a product to selling a desired lifestyle in which their product is suited for. Conclusion Advertising has also changed the world perception on beauty, especially for women. With advertisements featuring models with perfect, thin bodies, long beautiful hair and perfect skin, it is no wonder eating disorders and self hatred has increased within the female community. Women feel that they are not beautiful because they do not live up the expectation of those the women in advertisements do, which can lead some women into drastic lifestyle changes.

In simple terms, yes, advertising does influence consumer lifestyles by creating a world of unrealistic needs with the brands that they promote. More and more companies are using lifestyle branding. For some companies, it is no longer a top priority to send a message to the consumers about how great their product is, but rather the lifestyle or image associated to the brand and product. Advertising is being used as a tool to manipulate the consumers desire of living a perfect life that their brand and product are key elements into being able to live that fantasy.
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