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The prosperity of mass media today contributes to the prevalence and frequency of advertisements in people’s daily life. Though there is no denying that advertisements present us with a lot of useful information to guide our purchase , advertisements, at the same time, tend to make products seem much better than they really are by emphasizing the good features only and inviting celebrities to help promotion.
To begin with, advertisements make products seem better by only highlighting their merits. Since advertisements are opportunities for companies to introduce their products to the public so as to attract potential customers and stimulate purchase, advertisers will spare no effort to demonstrate how wonderful their products are. Thus, it is natural and quite common for advertisers to underline how fancy their products are, what makes their products superior to others’, and why people need their products. For instance, the advertisements of iPhone X emphasize its wireless charging ability supported by the glass material it uses. Yet, in fact, the fragility of the glass and cost of fixing often trouble customers in daily life. Likewise, real-estate advertisers usually show that those who buy their houses will enjoy convenient transportations, big shopping malls and nearby schools, but they avoid telling us how the real traffic situation in the rush hour is, when the construction of malls can be finished or whether the schools are good enough. Therefore, with all these merits being displayed and shortcomings never being mentioned, products in advertisements seem much better than they really are in audience’s eyes.
Additionally, the endorsement from celebrities in the advertisement renders the products much better. Generally speaking, among multifarious advertisements, celebrity branding is widely adopted by companies, especially fashion or beauty brands. Those celebrity endorsers who can easily reach a wider audience will attract public attention, making customers believe that once they own the endorsed products they will also have pleasant using experience. The advertisement of Chanel No.5 perfume is a case in point. The supermodel endorser, Gisele Bundchen, is so charming and gorgeous that thousands of women who desire for charm pay for this perfume without a second thought even though this perfume might not be suitable or cost-effective. Hence, audience will naturally think the products are good not because they have good using experience but just because their idols or some famous people with positive images promote those products in advertisements.
In summary, given that advertisers tend to take advantage of celebrities’ influence and avoid all shortcomings of the products, they easily beautify their products.