Image Advertising And The Modern Consumer

Abstract

It can be argued, when looking at these advertisements, whether there is an actual product for sale or if it is the image that is for sale. The latter argument has been used to criticize advertisers for many years. Many groups have accused advertisers of misleading consumers by making promises that they could not possibly keep. But, are the advertisers really trying to sell us an image, and if they are is there anything wrong with that? This is the focus behind my thesis. What is the point behind the use of image in advertising? Is American Express trying to tell me that if I carry an American Express Card I will be just like Rob Reiner or Wayne Gretzky (a promise that surely cannot be kept), or are they merely trying to identify with those people who may share similar beliefs and attitudes of the celebrities that American Express uses in their, advertisements?