On The Manipulation Of Customers

Advertising is like a mirror,which not only carries the fundamental information of commodities but also reflects the cultural values of contemporary consumers.It constructs the symbolic meanings of commodities,influences or leads the value and lifestyle of consumers,and manufactures their desires for consumption,adding fuels to the formation of consumerism.In the meantime,the brand with strong discourse can frequently make use of various symbols in advertising to seize the minds of consumers,by building its brand image and rendering that with some cultural connotations,hence to influence and stimulate their awareness for consumption.It persuades consumers to construct self-identity,show their personalities and distinctions,but at the same time,makes them alienate.Rolls-Royce motor car advertising,fully reflecting advertising’s function of persuasion and manipulation of consumers,becomes the object of this thesis.From the perspective of semiotics,this thesis attempts to unmask the veil of Rolls-Royce motor car advertising,and argue how it manipulates consumers by encoding the signifiers and the signified.This thesis is comprised of three parts.The first part is an introduction,which touches upon the review of advertising,Rolls-Royce and studies on semiotics and advertising semiotics.The second part is the main body,ranging from chapter one to chapter three: chapter one elucidates the Rolls-Royce motor car advertising make consumers willingly accept the visual symbol meanings by arousing spiritual needs;chapter two dwells on the superiority of Rolls-Royce by rendering vivid aural symbols meaningful;chapter three puts emphasis on how Rolls-Royce motor car advertising induces consumers to be loyal for Rolls-Royce by means of separating brand symbols from its signified,forging an independent brand spirit.The last part is the conclusion that through the feasible application of signs of various kinds,advertising instills a veil of sense into Rolls-Royce motor car,so that consumers are willing to yield to its manipulation.