The Research Of Persuasion In FMCG Advertisements

The dissertation trys to research the persuasion in FMCG Advertisements. The author discusses the values, the lifestyles and the characters'images in the FMCG Advertisements with the Content Analysis method. The conclusions show that the FMCG Advertisements mainly appeal consumers with the personal enjoyment which belongs to the Individualistic Domains'Values. The primary values in the FMCG Advertisements are enjoying life, mature love, exciting life, and freedom. Then the urban life which is perfect and wealthy was described as the main lifestyle in the FMCG Advertisements. In this section, the family scene and the leisure activities are the main appearance. Finally the FMCG Advertisements often use the characters'images to build the consumers'identification. The conclusion demonstrates that the FMCG Advertisements prefer to use the famous people performing the image of the product, and the female appear more than the male. In addition, the new image of the female constructs the new consumers'identification. The three parts provide the composition of the consume culture. At the end of the dissertation, the author gives some pieces of advice.