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Consumer advertising targets individuals and households, promoting everyday products and services. It often focuses on specific demographics to increase effectiveness, using methods such as appealing to self-image and desires. Advertising can be manipulative, but effective in creating product desire.
Consumer advertising is advertising that is directed and targeted at domestic markets such as individuals and households. This is in contrast to industrial advertising, which is specifically directed and marketed towards businesses. The goal of consumer advertising is to introduce, or sometimes reintroduce, products and services to households and individuals for everyday use and consumption. These can be family cars, appliances, home electronics, clothing, books, movies, and anything else commonly found in an individual or family household.
Advertising is, generally, the practice of creating print, audio and video messages intended to reveal or display a product or service and display features intended to induce a customer to purchase that product or service. Consumer advertising is a specific area of advertising, which focuses on the needs and wishes of households rather than businesses. These types of advertising are often focused even more narrowly on a specific demographic or target audience to increase the effectiveness and penetration of the messages among that audience.
A demographic is a specific portion of the population and is based on common common characteristics, beliefs, practices, or ideologies. These can be separated according to age groups, gender, religious beliefs, income ranges, education, profession and a host of other specifically wondrous aspects of modern life. Consumer advertising often seeks to find ways to relate to the entire population or more commonly a specific demographic and appeal to people’s sense of consumer desire.
Advertising is often understood to be manipulative. As people view an ad, the intention is to manipulate the audience into wanting a product they may not have previously cared about or wanted. By targeting a specific demographic, consumer advertising is able to connect with the common hopes, fears, dreams and desires of that target group and use that connection to create product desire. This is often seen through the use of sexuality and provocative imagery directed at certain genres, language and images that appeal to a specific age group, highlighted beliefs and values intended to be held in common between producers, businesses and consumers and a number of other methods of consumer advertising.
Somewhat surprisingly, however, many forms of consumer advertising do not actually advertise product features. Instead, many products are advertised as appealing or creating a certain lifestyle for someone who buys the product. An effort is made to appeal to the consumer’s sense of self-image and desire to appear a certain way to other people, whether or not the product actually does what the advertisement claims. While this may be somewhat misleading advertising, these methods are often quite effective.
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