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Image Advertising

When companies advertise a product, they depend on the use of images as well as words to achieve their goal of increasing sales. An image can be a symbol, character, or design - any visual figure or representation that will link the company with their product in the consumer's mind. Typically the image is a positive, entertaining one that consumers enjoy so much that it makes them want to buy the product in the future. The image also tends to be easy to remember even though it is usually something not normally or logically associated with the product.

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In the reading, the article talks about image advertising, which means a company may advertise a product by using an image even though it may not be closely linked  with  the  company’s  brand.  In  the  listening,  the  professor  gives  out  one example to illustrate this. Many companies want to sell their cookies and biscuits to their customers but the one that truly stands out is the Big Bear Cookies. This company put this image on its biscuits boxes and in its TV commercials. Since whenever it shows up on TV, the bears are always singing or dancing around, the customers always regard it funny and entertaining. Over time, this character stays in people’s mind and whenever they think of cookies, the bear would always pop out at the first thought. Therefore, by giving this example, the professor explains what is meant by image advertising.