Advertising should create the image of happiness. Consumers' minds are chessboards where business games are played, and the pawns in these games are consumers' psychological inclinations. Advertising users these inclinations for the benefit of advertisers.
It is extremely important to take into account not only the needs of consumers, but also their life styles and their perceptions of advertising. The powerful advertising can persuade target audience that the purchase of a certain product is the pledge of happiness and prosperity and make them buy it even if they do not need it.
Advertising products and services in a family context has proved effective. Numerous ads feature anything from food to furniture, which, according to advertisers, are absolutely necessary for the happiness and stability of the family. These ads usually show the ideal family consisting of happy parents and happy kids. This type of advertising and these images are actually quite efficient in terms of creating the image of happiness, and advertisers' efforts in this case yield positive results.
Advertising tries to convince consumers that without certain products their lives lose meaning. That is why consumers involuntarily get involved into some kind of a "vanity fair", the continuous race for prestigious, as claimed by advertising, products and services. Advertising shapes the ongoing process of consumption that never stops. It is not an exaggeration to say that creating a mass demand for products and services is the indispensable condition of business development.
Consumption becomes the standard of human behavior and thinking, and the indirect reason of it is advertising. Advertisers use human thirst for pleasure and comfort and at the same time conceals difficulties and social conflicts. Advertising sells happiness.