The Research Of The Roles In Advertisements On The Purchasing Behavior Of Customers

This thesis tries to analyze the influence of the roles in advertisements on the purchasing behavior of customers. With the content analysis method, it explores the characteristics of role setting in advertisements, way of living as well as values. According to some research, various roles, such as beautiful role, family role, successful role and celebrity role, in advertisements exert strong influences on the purchasing behaviors of different consumer groups. The major symbol images those roles in advertisements have constituted are basically rich and leisurely, representing the stylish and well-off urban life style. Besides, the setting of roles in advertisement itself aims at encouraging the purchasing behavior through identification with the values of customers. Nowadays, the pursuit and worship of material wealth and the consumption-oriented values have become mainstream values among people. The manufacturers and sellers of products have been promoting a particular living style or values to the general public through advertisements, and consumers passively accept the persuasion of the roles in the ads. In addition, this thesis also provides some insightful suggestions for further research.