hing that will make them become cool. There are certain consumers who have specific needs or goals and marketers focus on these attributes to help them achieve their potential. Most consumers these days have a need for affiliation. This need would be relevant to products and services that are consumed in groups and alleviate loneliness, such as team sports and shopping malls. Many products and services also allow children to feel that they have control over their surroundings or accentuate a consumer’s distinctive identity. For example, a brand of clothing (Guess) claims to be as “individual as you are.” Based on our observations, the relationship between advertising and consumers’ values are somewhat similar. Most of the advertisements on television are about what consumers want or would like to have. Advertisements are based on consumers’ values and marketers perception of what they think the consumers’ values are. Consumers are significantly influenced by the actions of marketers. Much of what they learn about the world his filtered through marketers via advertising. Ads show consumers how to act with regard to recycling, drug and alcohol abuse, and even the type of cars and houses we might wish to own. Products are designed to meet existing needs, and advertising only helps to communicate their availability. Consumers are led to believe through advertising that the products have magical properties; product will do special and mysterious things for consumers in a way that will transform their lives. It provides simple, anxiety-reducing answers to complex problems. Having watched the television ads and really paying attention to what the products are and what the ad is trying to get across, we have learned through observation that a lot of the ads have instilled the value of fairy tail living and no consequences. They seem to never show you the person having to make time to scrub the bat...
