P R 353 Lecture Notes - Lecture 3: Corn Syrup, Puffery, Self-Actualization
Document Summary
Society in which human values have been distorted. Consumer take on the emotions + values. Looks @ the larger system of capitalism. Consumers culture in action: the beer wars. Bud light/miller lite/coors lite: use of corn syrup. Seeking out media to satisfy certain needs. Media that is consumed may demonstrate gratification. If one gets the need gratified, they will continue to use it. Can think of this in term of media, media can satisfy these levels. Informational provides content/information/helps make decision for particular product. Transformation tells us how we will feel when we buy the product. Ads can be both ex: mercedes ad from super bowl. Qualities of a specific brand that distinguish from competition. Become valuable when consumer want/need products that are better than satisfactory. Works when advertisers are able to add attributes that resonate with target audience. Puffery: advertising/other sales presentation praises product with subjective opinion.
