Use of Perfection in Advertising and its Subliminal Impact on Buyer Behaviour, Especially the Double Income no Kids (Dinks) Category

Dr. Sarita Iyer, V. Ramalakshmi and JP. Tiwari

In this era of reconstruction, the world is emerging into a narcissist economy with people being obsessed with seeking “UTOPIA”. Our Personality is defined not by what one actually indulges in, but by what one possesses. Advertising is of paramount importance an inescapable part of the Consumer Psyche. Today advertising does not deal with satisfying the urge for physical satisfaction but a psychological desire. What is truly found that deep down in every human fantasy, there is an innate thirst for perfection, the standards of the same being linked to the human cells brainwashed though the Medium of Advertising. Media images have described as what is taken as a Benchmarks into the Climb into the world of Surreal. This concept of the deep-rooted impact media has been largely responsible for typecasting certain specific Status Symbols and how people actually need to decipher or hone themselves into an epitome of what they actually stand for. Our interpretations takes a deep dive into the intricacies and the standards of advertising regarding the portrayal of Perfection which is largely caused due to the Onset of what the Media Portrays, especially in the DINKS category. What was revealed lead to a whole new dimension that the advertising is affecting people in their quest to attain perfection and leading to an unhealthy consumer spending habits and an emotionally fragile psyche.

Volume 11 | 11-Special Issue

Pages: 731-735

DOI: 10.5373/JARDCS/V11SP11/20193091