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Do You Have an Emotional Bond with Brand Names?

Ambient Advertising: These are the ads in public places that cannot be avoided. They appear on public transportation, elevators, park benches, etc. Ads are even appearing on school property and in educational materials.

Stealth Endorsers: This is when celebrities wear or use products in public appearances, or promote them in the media without making it clear that they are paid spokespeople.

Naming Rights: When corporations purchase naming rights to public venues, providing municipalities with cash revenue without raising taxes.

Targeted Advertising: Through data collecting technologies, websites take personal information and preferences to tailor ads to that individual user.

Cross Merchandising: That’s when products or artists are cross-promoted through big conglomerates to reach massive audiences.

Product Placement: When a product is highlighted within films or television programs.

Digital Advertising: Ads are digitally placed on playing surfaces during sporting events, for example. Such ads can be placed in television scenes after the scenes are shot, and can be altered to create new advertising for syndication.

Buzz Marketing: Cool kids have clout and have always set the trends. Marketers target the coolest kids to use or wear their product to create word-of-mouth advertising.

There is nothing wrong with advertising, as long as we guard ourselves — and especially our children — against marketing that plays to insecurity, materialism, and the desire to fit in. Casting a critical eye on ads and understanding why we are prone to purchase particular brands is an important step in that direction.

Related:
Pulling the Plug on Marketing Junk Food to Kids
TV Temptations

Writer Ann Pietrangelo is a regular contributor to Care2 Healthy & Green Living and Care2 Causes, and is a member of the American Society of Journalists and Authors and The Author’s Guild. Follow on Twitter @AnnPietrangelo

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Ann Pietrangelo

Ann Pietrangelo is the author of No More Secs! Living, Laughing & Loving Despite Multiple Sclerosis and Catch That Look: Living, Laughing & Loving Despite Triple-Negative Breast Cancer. She is a freelance writer and member of the American Society of Journalists and Authors. Follow on Twitter @AnnPietrangelo

82 comments

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4:06AM PDT on Mar 16, 2011

Many shoppers are bent on buying "name brand" products and usually end up paying more. Are they really better?
How to Choose The Best Foods: Name or Store Brand

4:09AM PST on Mar 9, 2011

We are such suckers, aren't we! On the plus side I guess when we get good results from a particular brand at a price that seems right, it saves a lot of hunting and trying out to just keep buying that thing. But how did we ever fall for those oven cleaner adds that say they cut through the grease with the whoosh of a cloth? Yeah, right!

8:57AM PST on Dec 9, 2010

Thanks

12:42PM PST on Dec 4, 2010

One negative factor in becoming psychologically attached to a brand is if the brand is sold to someone who uses the name to sell an inferior form of the product, living on the former's reputation. One method i sometimes find successful is to demand to scan the instruction manual, if it has been successfully translated. I always read labels which is a game of secondary misrepresentation in itself. If I am able, i ask someone else about the product or service, and BTW, services are hard to pin down until you're the victim of the lie. I can think of a dozen brand names which i have left over the years, including cars, when they had been obviously cheapened. that stopped when I stopped owning cars, and insisted on living where viable public transportation is available.

Ever watch an oil company ad? They are usually very entertaining, but say absolutely nothing, about like a political campaign speech. Lying by omission.

Modern advertising is, by my observation, lying without becoming legally liable for it.

11:01AM PST on Dec 3, 2010

There was a time when you could remove garment tags. Now manufacturers are hot-stamping scratchy details inside of clothing. With each laundering the stamp becomes scratchier. How's that for bullying the hand that feeds them?

10:39PM PST on Dec 2, 2010

I think in some ways we all have an
emotional tie with brand names, especially with foods. If your mom fed
it to you and you liked it, that
carries through to adulthood.
Other than that, I'm no big fan of
"chic" brand name stuff. Having a
beemer or gucci shoes always screamed
"look at me, I'm showing off my wealth". It's not important to me.

6:08AM PST on Dec 2, 2010

Thanks for the article.

8:40PM PST on Dec 1, 2010

If a brand works and it is decent value for money then it suits me. Would NEVER consider buying a brand because it's "chic" or in fashion or EVER because it is advertised.

1:18PM PST on Dec 1, 2010

Do You Have an Emotional Bond with Brand Names?

Noup!

11:00AM PST on Dec 1, 2010

Thanx!!!

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

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