Added: 07/22/2005 |
Life style oriented advertisingThere is the advertising, aimed to narrower the consumers' market segments. Such segmentation of the target consumers may be performed according to different criteria: the age, sex, income level, education degree, social status or residence area. There are plenty of criteria; however, there is one thing, which may help segmenting better your target audience. It is the lifestyle of your consumers. According to Adler, the life style consists of the unique, chosen by the person, conduct, habits, specifics and tastes, which, in common, determine the life of the person and his behavior, including the buying one. It also includes the conduct in the society, at work, during the resort time, and it determines the preferences in choosing products, services; and media as the source of information. The advertisement, focused on people with a certain lifestyle, accepts this ad better and it makes them perform certain actions more effectively.
In the advertisements, oriented on people with a clearly determined lifestyle, advertisers often use characters, which people are likely to follow, or who have the same kindred spirit as it may seem to them.
For instance, in the ad trailer of Camel cigarettes, they show a man, wearing traveling clothes, boots, driving a full driven car. He has not shaved his face for some time; he dresses with a bit of neglect. This image represents courage and braveness of a person, used to live in harsh conditions of life and to overcome all difficulties. It is a strong man and he is a character to be followed by the Camel cigarettes consumers. Due to the advertisement, Camel turned to be the accessories of a certain lifestyle. They improve people's self-esteem and it raises Camel cigarettes psychological value in consumers' eyes.
The advertisement can be designed specifically for different social groups with all different lifestyles; the matter is that the style of the advertisement of a product might create the image, conforming to the persons' lifestyle.
The ad may be oriented to people with business, creative, athletic and other lifestyles.
The advertisers have realized that it is not sufficient to make advertisements, based only on physical characteristics of the product. In the atmosphere of the total rivalry, it is vital to create emotional links between consumers and brands or products.
One of the main social motives is a tendency to the superiority. People tend to have things or to use prestigious or better services more than other people of their social group. People of the same category always tend to belong to a higher social rank. This is the reason why they often use these behavior motives in advertising.
Among people, who have the similar lifestyles, there may be the ones of different social groups. The matter of prestige is of high importance for advertisers. A person, who is destined to move to a higher rank, may want to purchase products of a more prestigious brand, even if the higher price of the product does not include a better quality. What matters for a consumer, is the feeling he obtains with possessing the product.
Let us take Tiffany for instance. The products of other manufacturers may have similar characteristics and more advantageous prices, however, all their advantages cannot compete with the feeling of the superiority that the consumer gets from possessing the products of this brand.
Nowadays, a product, without an according image, is simply a set of physical characteristics; the real value it gets, is from the human emotions and peoples' view of the product.
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