high price, Grange and Veuve Clicquot are most acceptable, but not very
affordable--and this is the point. Like Mercedes they have traditionally used
price to try to protect the brand from the commonness that would otherwise go with great popularity. The high price and relative unattainability
confers a degree of exclusivity, which in effect makes the well known brand
more an aspirational symbol.
Advertising examplesMany advertising themes have tapped into the desire to conform.
These are some of the more obvious examples. Others that are more subtle
but work on the same principle include:
|• ||• 'Fosters. Famous in Australia. Famous around the world.'|
|• ||• 'Why go with the number two when you can go with the number one
in rental cars?'|
|• ||• 'The leader in digital audio . . . Sony.'|
|• ||• 'Nashua--number one in photocopiers.'|
|• ||• 'The world's favorite airline . . . British Airways.'|
|• ||• 'America's largest discount broker . . . Charles Schwab.'|
|• ||• 'America's number one nail protection . . . Hard-As-Nails.'|
|• ||• 'Wouldn't you like to be a Pepper too?' (Dr Pepper)|
|• ||• 'The word is getting around . . . Mitsubishi.'|
|• ||• 'The one to watch . . . Renault.'|
|• ||• 'Lifesavers . . . a part of living.'|
|• ||• 'Chevrolet . . . Heartbeat of America.'|
|• ||• 'Join the "regulars" . . . Kellog's All-Bran.'|
|• ||• 'Tylenol . . . first choice for patients in pain.'|
|• ||• 'Going Ford is the going thing.'|
SummaryAs some wit once said, 'Conformity is something you can practice without
making a spectacle of yourself.' In making choices we are influenced by two
|• ||• what we think; and|
|• ||• what we think other people think.|
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Advertising and the Mind of the Consumer:What Works, What Doesn't, and Why.
Contributors: Max Sutherland - Author, Alice K. Sylvester - Author.
Publisher: Allen & Unwin.
Place of publication: St. Leonards, N.S.W..
Publication year: 2000.
Page number: 53.
This material is protected by copyright and, with the exception of fair use, may
not be further copied, distributed or transmitted in any form or by any means.