When a consumer buys a product they are not just buying that product, they are buying an image or statement about themselves. For this reason, products always have implicit messages, for example, if I buy Chanel No. 5 I am saying I’m elegant and I have money.
Exercise: What are the implicit messages in the following brands (you might need to look some of them up):
• Harley Davidson motorcycle
• Space furniture
• Ralph Lauren dress
• Bardot dress
• Vegemite
Advertising Unit 