Chapter 4 discusses "Conformity:the Popular Thing To Do." In today's society, advertising helps to let individuals know what is "cool" or "in" at the time. Through pushing extensive brand awareness, we tend to see these products many times on a daily basis. When a brand is well-known, it is famous and seen as being the most popular. When I see a less-known brand being used, I find myself wondering why the person chose that particular product. When products are also more expensive, there are seen to be much more exclusive and have great quality, even when every person around you is carrying one. The product a lot of the times isn't exactly what it's hyped up to be. Depending on a person's view of, for example, Apple, they may either see the brand as being really innovative and "cool," or someone may see is as a technology-obsessed company that just wants you to conform to everyone else.
We are influenced to buy these certain products in many ways that are explained in Chapter 1. The book asks, "Why do people buy bottled water that is available free from the tap?" People tend to be materialistic and go for the well-known, more expensive brand. They believe that this way, carrying this specific water bottle, they will be seen as a "hip" individual that won't be cheap with their water. Ads we see are trying to persuade us to buy their brand and convince us that theirs is the very best. Through repitition we become familiar with a brand. The more we see advertisements for the brand, the more we will be thinking about it on a daily basis. Salience is extremely important. If we associate a product in our minds with a desirable attribute, it can influence our behavior and vice versa.
I chose an ad for Miller Lite. It is one from its series of ads this year:
The ad depicts a group of friends out drinking at a bar. Each person is drinking a Miller Lite except for one (Nick Cannon) who asks for the "generic" Light Beer. When he does, the waitress then calls him a "momma's boy" and to "man-up" because he did not choose Miller Lite. In the end, he does "man up" and chooses the Miller Lite. His mom comes back into the ad to open it for him for more comedic relief. This ad suggest that if you don't drink Miller Lite, you are not living up to your "masculine qualties." The brand prides itself on having the light beer with "more taste." Even if it's a light beer, the man can still be a "man" drinking it. This ad shows the "bandwagon effect" by showing how he is supposed to conform to everyone else. Since every other friend at the table is drinking Miller Lite, he should be too. When he isn't, he is seen as not being in the "in-group." The waitress then tries to bring out an insecurity in him, which is a large motivator for conformity. By calling him a "momma's boy," he immediately feels less masculine and embarrassed. The book explains in Chapter 7 how most humans enjoy feeling part of something greater than themselves. If they are a part of a larger group of guys in the commercial, they feel more secure. One just wants the secure feeling of knowing they are not isolated, therefore choosing the Miller Lite. Going back to the water bottle example: Why choose a generic light beer when the person can be "hip" and choose the more well-known Miller Lite for "more taste."
Since this ad campaign shows a series of different scenarios for each commercial, it allows its repitition to build is brand awareness. People will not get sick of the commercials as fast because of the variation in scenarios. The use of a celebrity helps to get more brand recognition also. People can relate to Nick Cannon if they know who he is. The brand is made into a symbol for being "manly" or tough. The background of the bar in the commercial shows football being played. This is also a symbol of what a guy should seem like. This is discussed in Chapter 7 also in "making brands into symbols." Now when people see a Miller Lite, they may associate the commercials and decide to choose this particular beer at a bar.
