First, advertisements help consumers enrich their lives.
Modern industrial enterprises are specialized in production. The advent of any new product is to meet some needs of consumers, improve their living conditions, enrich their material and cultural life and improve their living standards. When every new product is put on the market, it is necessary to spread information about the product and market to consumers through advertisements, so that consumers can have buying behavior, thus meeting their needs.
Advertising provides consumers with personal consumption guidance by spreading information, such as the choice of work supplies, the purchase of daily necessities and other aspects such as food, clothing, housing and transportation. Pay attention to clean housewives, choose all kinds of simple cleaning agents they need through advertisements, reduce the hardship and fatigue of housework and improve work efficiency. In daily life, such as buying furniture, choosing food, choosing medicine, traveling and entertainment, people make choices with the help of information provided by advertisements.
Through advertising activities, enterprises introduce to consumers all kinds of daily necessities information that can enrich people's lives, improve people's living environment and living conditions, and improve people's living standards, such as names, specifications, performances, uses, etc. And tell people how to use these products to improve their lives. Consumers choose daily consumer goods and durable consumer goods suitable for their lives according to their actual conditions and needs, so as to improve their living conditions and living standards and provide convenience for family life or daily work.
Second, advertising stimulates consumers' personal consumption.
Advertising can help consumers buy personal consumer goods. Guiding consumers to purchase goods reasonably in order to improve the living and working conditions of individuals or families is the minimum function of advertising. Another important function of advertising is to stimulate consumers' personal consumption. The constant appearance of advertisements is to stimulate consumers' interest in consumption and material desires, thus arousing consumers' desire to buy, and then promoting their buying behavior.
Advertising stimulates consumers' demand, including two aspects: first, it stimulates their primary demand when the product is just listed; The second is to stimulate selective demand when there are many products on the market.
Advertising stimulates the basic needs of consumers, usually when new products are just on the market. At this time, the advertisement focuses on introducing the characteristics and uses of new products, thus stimulating consumers' primary demand desire, making them think that owning this new "high-end" consumer goods is a kind of glory, thus generating purchase desire, thus promoting purchase behavior and realizing the purchase and consumption of products. At the same time, advertising will stimulate consumers' information as much as possible, making products an indispensable thing in consumers' lives. There are many examples of this. For example, in recent years, tape recorders, televisions, refrigerators, washing machines and video recorders have been listed one after another. It is through different advertising channels that they have become the necessities of life for families with normal living standards in China.
Selective demand means that there are many product brands in the market, and enterprises constantly publicize and highlight the Excellence of similar products different from other brands through advertisements, thus stimulating consumers to have the shopping psychology of "if they want to buy, they should buy the best", stimulating consumers to have the desire to buy this product, and then promoting their "finger ordering" behavior. This is a way to stimulate consumers to make selective demands.
Advertising often plays the role of guiding and stimulating consumption, creating mass goods and promoting fashion. The appearance and popularity of many popular goods are related to the targeted advertising demands of specific social classes (such as boys and girls) in advertisements, which makes consumers in the target market have consistent buying behaviors. This is, of course, the result of advertising activities exaggerating something or behavior. There are many examples in this respect, such as 1986, the popular yellow skirt on the street, 1988, the popular denim skirt and Nike sneakers are typical examples. Coca-Cola and other cola drinks are popular because advertisements make consumers accept new consumption concepts and form new consumption habits.
Third, the knowledge transfer of advertising to consumers.
Modern advertisements, all kinds, promote all kinds of new goods, and at the same time, teach consumers all kinds of new knowledge about life and work. Because a large part of modern advertising is to promote new inventions and products, it is necessary to spend a lot of time teaching and introducing the principles and working mechanisms of these new inventions and products in detail, and introducing the characteristics, uses and usage methods of products, so as to simply impart knowledge about new inventions and creations to the public through advertisements.
Therefore, people who often pay attention to advertisements, especially those who pay attention to advertisements about new product introductions, can gain a lot of knowledge and know a lot of new inventions, thus increasing their knowledge, broadening their horizons and activating their thinking. For example, the emergence of beamless floor lets consumers know that the use of beamless floor can save construction costs and increase the height of floors. Iron products are easy to rust after long-term use, and scrubbing is a big difficulty. The appearance of "rust removal" has solved this big problem in life, and the appearance of antirust oil paper has fundamentally solved this problem. At that time, when introducing the working principle of this paper, the advertisement told consumers that when making this paper, the antirust oil agent was not coated on the paper, but soaked in the fiber of the paper. Its working principle is that when the antirust oil paper wraps the surface of iron products, the antirust molecules in the paper fibers are gradually oxidized, so that the oxygen in the interlayer is discharged. At the same time, the oxidized antirust oil molecules are adsorbed on the surface of iron, so that the surface of iron is no longer activated, thus inhibiting the oxidation of rust. This advertisement contains a lot of scientific knowledge.
Many advertisements are more or less imparting knowledge. By comparing many advertisements, consumers can also know what new products are on the market now, what kinds of products have what brands, what characteristics and uses. Let consumers add a lot of new life knowledge and broaden their thinking horizons, not limited to their own ignorance.
Fourth, advertising guides consumers to invest and consume funds reasonably.
In the past two years, you can often see many advertisements for prize-winning savings and advertisements for issuing prize-winning bonds and fund-raising vouchers in various places, which have attracted many consumers' capital investment and concentrated private funds on large-scale project construction. This is another function of advertising, guiding consumers to make reasonable investment in consumption funds, thus activating social economy.
If a society wants to prosper, it must first activate the social economy. From the perspective of economics, the so-called active social economy includes two aspects: one is to activate people's consumption and improve people's consumption ability; Second, actively use the social hot money scattered in the hands of the masses, concentrate as much as possible and invest in socialized production and construction.
After the development level of national economy is improved, consumption must be appropriately promoted, which can promote the development of social productive forces on the one hand, and accelerate the withdrawal of money and expand reproduction on the other. If consumers save their personal income after the people's income has generally increased, instead of moderate consumption, it will lead to a decline in the purchasing power of society and lead to difficulties in withdrawing money. At the same time, it will also delay the production-consumption cycle, create obstacles to social reproduction and affect economic prosperity. At this stage, advertising can appropriately stimulate consumption through reasonable means, on the one hand, it can improve people's living standards, on the other hand, it can enliven social economy.
On the issue of economic development, how much social hot money the public has is also a problem that should be paid attention to. Although it is a small amount of hot money that is implemented to specific individuals, it can produce quite amazing power when gathered together. The destructive wave of the securities market and real estate industry in capitalist countries is mostly caused by social hot money, and the buying wave of China 65438-0988 is also caused by hot money.
However, if advertising is used to guide the investment of consumer funds-social hot money, and make it concentrate on social production and social construction, it will have far-reaching significance for the development of social economy. Advertising can make consumers invest in company stocks, financial bonds, construction fund-raising or bank deposits by guiding their consumption and hot money investment. Scattered funds scattered in the hands of consumers will be transformed into huge capital and invested in social production and social construction, thus further promoting social and economic stability and prosperity.
To sum up, the relationship between advertising and consumers is not simply selling goods to consumers. From the standpoint of consumers, studying the relationship between advertisements and consumers can list many factors that are beneficial to consumers.