2B IH study group

(Consumer culture in HK)

1.     What are the functions of advertisement?

 An advertisement is a way of  (sales)        and   (promotion)        .That producers can increase the sales and   (profits)       , also   ( persude)       the consumer to    (recognize)       their produces,    (srevices)       and   (concept)        in order to   (change)         their way of consumption that they will want to buy their goods. 

Creative characteristics of advertisement  

l         To attract the consumer, producer always use a    (exaggrated)      ways to promote 

l         Build up their images through   (characters)   ,   (animals)   ,  (cartoon characters)  , (icons) etc. 

l         Let  (idols) or  (celebrities)  be the spokesperson as they can create  (idol appeals)         . 

l         Make use of words,(slogans) , (figures), and  (songs) . 

l         Sell with the effect of movies,  (soap operas) and  (pop songs) . 

l         Creating the illusion that their produce symbolizing(象徵) (successful). 

l         Choose to use survey findings, (scientific findings)or (jargons).

l         The advertisement try to match with the (local culture), then people can easily know the (meaning) of it.

l         (classical characters) or (music) are usually used to (support) or (contract) the advertisement.

Advertisement strategies

²        (misleading messages) or (information) : exaggerated information, illusion, selective findings and scientific evidence.

 ²        (emotional)  appeals: sex, success, fear, self-(image), (個性personality), (優越感superiority), taste, trendy image…

²        Pop culture and (tradition) for promotion: local (culture), idol /(celebrities) popular characters, songs, movies star……

Right and duties of consumers

Right:

        To (satisfaction) of basic need.

        To safety.