The link between advertising and family

本文讲述了美国在使用广告时，更多的投入是在与与每个家庭的联系：“家庭是人与人之间流行的的另一种联系方式，标志牌或强生婴儿粉包含家庭关系，包括父母，祖父母，儿童和婴儿，所有的这些给人一种稳定性的感觉和家庭的温暖。”

In the first two appeals, which are the need for sex and the need for affiliation, the author describes two important reasons why advertisements are fascinating. The need for sex is the thing that would pop up first in men’s mind when referring to advertisement appeal, but the fact is just the opposite—there is only very little advertisements directly linked to unambiguous sexuality among all advertisements, about only 2%. Even products famous for manifesting sexual contents, such as playboy, would seldom give audience contents related to sexuality; the reason for this is that sexuality demonstrations will actually trigger effects that advisers would not like. Even if there is sexual imagery, it is more attractive to men than women, such as a women’s figure on a Black Velvet Liquor. In short, sex appeal is a tricky tact in advertisements, but they will use it less controversially.

The need for affiliation is frequently presented in ads, though the Americans uphold the banner of independence and alone. These ads actually present people’s desire of good company, and according to Henry Murray, they include affiliations between a pair, families, and those who want to earn affections from other people, especially friendship. Pair bonding is one of the most frequent affiliations presented, and it doesn’t need only young couples to carry on, elder pairs have their own charm in this kind of ads. The product can be anything, so long as they have a story of affection within them. Family affiliation is another type which is popular among people, Hallmark Cards or Johnson Baby Powder contains family relations, including parents, grandparents, children and babies, all of which give people a sense of steadiness and warmth of the family. When mentioning friendship, the affiliation ads have two ways to approach: one is that with certain product, one can join their friends and have a good time together, this is often found in beverages such as beer, coffee, coke and other alcohols; the other way is that if you don’t have something, friends will move away from you; for example, lacking in certain kind of snack will drive you friends out, or without a good appliance, your romance will be blown, etc. In all, these ads are trying to tell you that affiliation really depend on those products, only by purchasing them will you get in touch with a lot of friends, which is in respond of out nature as social animals.

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