Image versus quality

Adrian Furnham

A chapter in Head & Heart Management, 2008, pp 93-94 from Palgrave Macmillan

Abstract: Abstract In the pre-1980s world of advertising, researchers distinguished between ads that emphasized image and those that emphasized quality. Thus soft-sell ads don’t focus on the nature or cost of the product, but rather on the image associated with using or possessing the product. Those ads suggest that we can be a particular kind of person (strong, handsome, sexy, above average, caring) if we own a particular product. They also suggest the specific kinds of reactions we are likely to get from others.

Keywords: Luxury Product; Architectural Drawing; Utilitarian Product; Heart Management; Cleaning Ability (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59831-7_32

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DOI: 10.1057/9780230598317_32

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