Some products are advertised as having a remarkable and
immediate effect. We are shown the situation before using the product and this
is contrasted with the situation that follows its use. Taking a tablet for a
headache in such advertisements can have truly remarkable results. For not only
has the headache gone, but the person concerned has often had a new hair-do,
acquired a new set of clothes and sometimes even moved into a more modern,
better, furnished house.
One thing reminds us of another – especially if we often see
them together. These reminders are sometimes more imaginary than real: for some
people snow may suggest Christmas, for others silver candlesticks may suggest
wealth. The advertiser encourages us to associate his product with those things
he thinks we really want – a good job, nice clothes, a sports car, a beautiful
girl friend – and, perhaps most of all, a feeling of importance. The ‘image’ of
a product is based on these associations and the advertiser often creates a ‘good
image’ by showing us someone who uses his product and who leads the kind of
life we should like to lead.
