Social comparison in Advertisement

Social comparison in Advertisement

1. advertisements in daily life helps the consumer to be discontent with their lives and push them to increase desire for consumption

   • MATERIALISM
     • 1. INTERPERSONAL (SOCIALIZATION FACTORS)
     • 2. INTRAPERSONAL (PSYCHOLOGICAL FACTORS)
     • CONSEQUENCE
       • CONSUMER DISCONTENT
         • Modern advertising has been carefully designed to increase consumer desire
         • Material Success

2. IDEALIZED IMAGES, SATISFACTION AND STRIVING

   • Idealized images affect satisfaction with one,s circumtances through social comparison
   • 1. Motives for Social Comparison
   • 2. Domain of social comparison
   • 3. Comparison standard and comparison outcomes
   • "WHAT OUGHT TO BE"
     • All people have a vague, generally unarticulated notion of what their lives ought to be
     • Vividness of Advertising images
       • make advertisements to stand out fromthe media
     • Realism in advertising
       • Some advertising uses surreal images
     • Relevance of Advertising images
       • Some images more relevant than others
     • Availability of advertising images
       • Idealized advertising imags
     • Porcessing of media images
       • Positive and negative images are not equally integrated
   • Market-Driven criteria
     • Appearance Ideals