In contemporary society, mass media is teeming with various advertisements, constantly cajoling people into purchasing a wide range of goods. Although there is a tendency of consumers to buy the same brand, advertising is prone to make them different from one another.
The first reason for this is that no one is tolerant of similarity or even uniformity in modern society where distinctive personalities are prevailing. Since individuals are willing to behave differently and uniquely, they are embarrassed at dressing the same and being identified as a certain group. This thought is very strong especially for buying consumer goods which convey a sense of individualism to the buyers, for example clothing. That is why advertisements always promote new functions and feature the goods possess and make some gimmicks to have an eye-catching effect among consumers.
Besides, different kinds of advertisements have dissimilar target consumers, which means that advertising may simply concentrate more on appealing to those who are likely to favour their goods than others. The differences between advertising consist of functions involved, celebrities’ recommendations, price, etc. which usher consumers to pick up their favorite one from an assortment of goods at the very moment. Consumers are swayed by the campaign advertisement and are embedded with a sense of individualism which is the aim of advertising.
Granted, sometimes consumers are tagged as the generation of vague, who are pursuing the same brand and have a sense of royalty. But, it is too difficult for a product to dominate a market for the long term and with the age increasing, the taste of consumption has the tendency to change. So, advertising, instead of making people seem to be the same, is arguably the source of diversity in people’s lifestyles.
As a conclusion, individual consumption hobbies and preferences for brands are very complicated and unpredictable. Although advertising may attract consumers with similar personalities, it makes the world diversifying and colorful.
