Economic Wisdom to Apply in Your Twenties

Chapter 24

Chapter 3 Section 5 How much do you believe in advertisements
Williams, the owner of the British laundry shop, advertised in the newspaper: The shop is looking for strong, fat female workers who want to lose weight, to engage in heavy but well-paid laundry work.Anyone who is willing to lose weight, please come to negotiate as soon as possible.

There is a watch shop in Japan that launched a watch. The shop owner’s promotional advertisement is: this kind of watch is not very accurate, 24 hours will be 24 hours behind, please think twice before buying.

A billboard in front of a restaurant reads: Please come here to eat!Otherwise you and I will both starve.

In a barber shop in the English countryside, there is a big wooden sign in front of the door, which says: Gentlemen, I want your heads.

An advertisement in a women's goods store in Los Angeles, USA wrote: You can buy everything you need here, except your husband.

Advertisement for a printing company in France: prints everything but banknotes.

In today's society where the media is highly developed, when you turn on the TV, there are overwhelming TV advertisements; when you open the newspaper, you will see print advertisements; when you walk on the street, you will see all kinds of three-dimensional advertisements... Living in the information age, 80 Finally, we should have long been used to the fact that advertisements are integrated into our lives and are inseparable from us.

From an economic point of view, these various advertisements are the product of commodity economy.Since the production and exchange of goods, there has been advertising.

In a market economy, the quality of product sales depends on the needs of consumers.Consumers' demand for a certain item is the unity of purchasing desire and purchasing ability.Among them, economists especially emphasize the importance of the desire to buy.Because once a consumer has a strong desire to buy a certain product, he will make more money to increase his purchasing power in order to realize this desire, or he can also turn his future purchasing power into today's real purchasing power through consumer credit.Therefore, in order to better promote sales, merchants try their best to stimulate consumers' desire to buy.

Advertising is an effective means to stimulate the desire to buy.In the advertisement, not only can convey effective information such as the function and price of the product, but also can spread the brand and image of the product, convey new ideas, and lead new fashions.

The earliest advertisement in the world was carried out through sound, called word of mouth advertisement, also known as peddling advertisement, which is the most primitive and simplest form of advertisement.As early as in ancient Greece in the early days of the slave society, people publicized and yelled out rhythmic advertisements by hawking and selling slaves and livestock.Carthage (an ancient city in Africa, today Tunisia) with highly developed commerce in ancient times, a trading area in the vast Mediterranean region, was once famous for its countless hawkers throughout the city. Western capitalism developed rapidly in the 17th century, and large-scale commercial activities made advertising popular in a wider range of ways.

From its birth to its development, the consistent purpose of advertising is to convey information and information to customers who may buy, and to arouse people's desire to buy.No matter how many creative advertising awards and professional awards with strong artistic nature have been set up for advertising at home and abroad, the naked commercial nature of advertising as a marketing tool can never be concealed under its gorgeous artistic coat.

The advertisement is aimed at the consumer groups in their twenties, and mainly uses new tricks such as celebrity endorsement, gimmicks, and concept cards to cater to young people’s desire for innovation and change and impulsive consumption psychology, and stimulate consumers in their twenties consumption desire.You must often have a similar experience. As long as the advertisement is fooled, you forget all the rationality of consumption.However, for young people in their twenties, their consumption power must either come from their parents or from their own hard-earned meager salaries.Under the limitation of limited consumption power, please learn to be rational in front of advertisements, and don't let advertisements fool you!

Wisdom Pieces: International Advertising Awards

1. Cannes Advertising Awards: The Cannes Advertising Awards originated from the Cannes Film Festival. In 1954, the Cannes International Film Advertising Festival was initiated and organized by the film advertising media agency, hoping that film advertising would be recognized and noticed by the world just like movies. In 1992, the organizing committee added competitions for newspapers, posters and planes, making the Cannes Advertising Awards a comprehensive international award in the true sense.

2. Moby Outstanding Advertising Award: Founded in 1971 by Anderson, a famous American marketing expert, and headquartered in Chicago, USA.Contestants of the Moby Awards come from all over the world, and each session has thousands of works from dozens of countries. In 1998, mainland China also won the first Moby Gold Award for the first time.

3. New York Advertising Awards (Festival): Founded in 1957, the purpose is to honor those who have deeply moved and conquered audiences around the world in the fields of communication, broadcasting, marketing and media.

4. London International Advertising Awards: Founded in 1985, nearly a hundred countries and regions participate every year. In recent years, more than 1998 entries have been submitted. All winners will receive a bronze statue. In [-], works from mainland China entered the finals for the first time.

(End of this chapter)