Extrinsic Values, Socieds, And Consumer Habits

Over the years society has adopted certain behaviors, trends, and consumer habits. When individuals reflect on the past and how society is now they are quick to say that technology is responsible. This may be true, but what convinced consumers to buy all these products as society continued to advance? The answer to that question is advertising. Good advertising is the reasons why we follow certain trends, buy certain goods, and adopt certain behavior habits. In an article by Business Standard on of the collaborators, Anil Jayaraj, had this to say about advertising: “Ads don 't just sell us cars, beauty products or clothes. They also sell us a lifestyle by celebrating a certain way of living or thinking.” By doing this advertising has taught us that the products a person buys can determine certain things such as social status. By doing this ads, are continuously stressing the importance of extrinsic values. In an article by Make Wealth History, extrinsic values are negative values that are more materialistic than self loving or rewarding. These values include: conformity, image, financial success, achievement, and power. Society depends on name brands to reflect one’s social status and that doesn’t just apply to clothing, cars, and etc. This kind of thinking can also be applied to alcohol consumption. Certain ads for alcohol tend to have a well-dressed person with peers in an expensive looking setting, what can you conclude from this? Most viewers can conclude that the people in this ad are rich and that the product being consumed must be expensive and that only people within that social class can afford it. Therefore, when the viewers go out and see someone drinking that same drink they automatically assume that person is wealthy and has a high social status. Social status is something today’s society is highly concerned with and the more you have the more popular or desirable you are. The ad below is for SKYY Vodka and represents what was just discussed. By looking at the ad would you also conclude that the buyers of this product have a high social status? Ads for alcoholic beverages can be gender specific as well. Not to long ago Cerveza XX Dos Equis launched an ad campaign called “The World’s Most Interesting Man.” This campaign was for print and commercials; it featured a suave older gentleman in a bar with a much younger woman and contained a statement from the most interesting man. These statements were like facts or rules to be cool on how to be like the man in the ad no matter how old you are. Just by looking at these ads and listening to the way the man speaks we can determine that his social status is very high. This campaign was successful, because some men who drink Cerveza XX Dos Equis joke or call themselves’ the World’s Most Interesting Man, which shows their interest in being the person, perceived in the ads. Also, when a man is seen drinking this beverage others also refer to him as the World’s Most Interesting Man. Below is one of Cerveza XX Dos Equis’s printed ads. Ads can also influence where consumers enjoy certain alcoholic beverages as well. …show more content…
Corona has had a long running ad campaign with the slogan “find your beach,” the campaign itself is quite simple. Everything is set on beach and happens in three similar, but different ways. Their ads mainly include a beautiful looking beach, people peacefully enjoying the beach, and Corona. By doing this for several years Corona has established that they are the best and only beer to drink while relaxing on vacation. This method of advertisement has worked in their favor among many coastal regions. If you ever go to the beach and go to a bar or restaurant you will see an ad or merchandise somewhere in the store for Corona. Most of the time they’ll look like one of the two ads below, if not there’s merchandise or a picture of Corona is featured in their drink menu. The real question here is, “how does drinking a beer effect someone’s social status?” The answer to this is quite simple, but also tricky because ads for beer are quite different than ads for liquor. When people think of beer they imagine drunk, loud, rowdy