How jewels provide a sparkling image

Recent advertisements for a hair care product feature a simpering model saying: “Because I’m worth it”. They reveal a simple truth about the way advertising works and the choices many people make when buying consumer goods. Consumers tend to prefer brands which are compatible with the way they see themselves. In other words, they look for personalities which correspond closely to their own self image in the brands that they buy. Advertisers understand this. Therefore consumers are being given a gentle push in the hair advertisement to see themselves in a positive light: They are being told: “Our products are valuable. So, if you use them, are you.”