Reading Report

From the billboards on the streets to the flyers in the doors of public restrooms, advertisings occupy our life. Indeed, we all feel annoying when the commercials suddenly interrupt our enjoyable time of watching TV; however how do you make the decision to buy a Toyota or a Honda without watching the commercials of neither of these? Thus, advertising provides us the options of consumption. My other question would be: Can you actually distinguish the difference between a Starbucks coffee and a coffee from an unknown cafe each time when you are lining in the Starbucks? I believe the only clue for us would be the coffee of Starbucks has a green, long-haired female Greek mythological figure in the cup, and the coffee from the unknown cafe has nothing. Therefore, we are influenced by advertisings and the promotions of brands. In the class, we have been introduced the concepts of how the advertising influences the consumers‘ choices and how the brand image plays an important role in consumer behavior. We could notice that the crucial part which could determine the success of one product was whether the consumers had the ability to recognize the brand image. Thus, in the competitive market, advertising could stimulate the promotion of brands and make the product to be standout for the consumer. In my research project, I would like to trace the topic about the effects of advertising and branding on the consumption.

The main reading I would use in this research project is “How Advertising Influences Consumption Impulses”, written by Moore and Lee. This journal demonstrated four key factors: imagery visualization, anticipated emotions, taste anticipation, and hedonic rationalization, all of which play important roles in determining how...

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...ticle might fit with my research. I could use the evidence in the Kilbourne’s article as the recent instance to explain the meaning of “anticipated emotions”. I also could consider the deeper meaning of these “anticipated emotions”, which might be involved with our cultural experience.

Based on the resources I founded so far, my final research will focus on the topic of the impact of advertising on consumption and the building of brand-ship. The questions which will lead to my research could be: what advertising strategies could contribute to the increase of consumption? How do the advertising appeals effect the building of brands? And why does the advertising strategies could be adopted by the public consumers? I will continue researching the other sources in this field and might focus on the real advertising cases to make my research more persuasive and explicit.