The Power of Publicity Images in Advertising
The advertisement is a practice that has dominated the market for a long while although the scoping and the form has changed significantly. However, one thing that has remained solid is the use of publicity images to attract the masses and convert the viewers into prospective buyers and eventually to buyers of a given commodity. According to Berger (2008), publicity images are the most commonly seen images in the places of our residence as well as in the cities. He asserts that there is no other time in the society that publicity images have increased in their usage than this time. The strategy remains clear that through a subtle process, the individuals may get the image and the message associated with it to the extent of desiring to have an experience with the service or product through a purchase. In examining the claims that Berger (2008) makes, it is evident that the primary goal of the advertisement images is to persuade. Persuade different groups of people on various things from time to time and depending on the industry in question.
The Persuasive Impact of Publicity Images
While it is accurate to suggest that the images portray the competitiveness of businesses in the industry, it would also be correct to assert that its primary goal remains to persuade. The prospective customers are influenced to choose this product as opposed to another product. Further, individuals are given the opportunity to determine whether to purchase this commodity and not the other. That makes publicity images a language on its own that through the various images offered; the clients are able to get the message. The images appeal to the human desire of a good life characterized with wealth and happiness. The images subtly deceive that they will make the buyer richer while in reality she/he is getting poorer by making the purchase. Unfortunately, in most scenarios, potential clients are hoodwinked to believe the deception. Publicity images thrive on creating transformational glamor such that individuals feel enviable and far much better following the purchase. The focus thus remains future in scope by allowing the potential client to see him/herself in that future time after they have taken in and applied themselves in the message of the publicity image.
The Social Aspects of Publicity Images
Apparently, the publicity images are focused on the social aspects of the human relationships. In other words, it concerns itself with how people will view the buyer from the outside. That goal of being envied by others makes the individual visualize herself and how the product would transform her such that she rises above her equals (Berger 2008). Thus in the advertisement, the concentration remains that of the individual within a society. In essence, the publicity images make the person feel dissatisfied with their current state of affairs within the community and offer an alternative for them. This alternative, of course, comes with a price and provides a means to a better life. Since getting better appeals to many people, the publicity images continue to attain their goals daily globally.
References
Berger, J. (2008). Ways of seeing (Vol. 1). Penguin UK.
