English 124. Essay #1 Rough Draft. Consumer Culture

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Consumer Culture
The modern business world features a cut-throat competition with rival companies seeking to conduct aggressive marketing campaigns. These promotional activities are meant to persuade buyers to purchase their product. The digital revolution has created robust platforms for businesses to reach their target audience. Therefore, companies today aim to generate premium promotional content that will appeal to the demanding audience. This paper considers how Apple Company uses internet commercials to affect consumer behavior. Internet commercials are the best tools for marketers to use to influence consumer behavior.
Consumers are concerned about purchasing products that will improve their life. They want products that will give them the most value. A product that will make them feel better than others. So, marketers take advantage of this psychology by presenting commercials showing how specific brands will transform their lives. They highlight what a consumer will miss if they don't purchase the product (Gajjar 13). For example, in the iPhone commercial, Apple shows how the iPhone will revolutionize consumers' photo-taking. The new dual-camera in the gadget is shown to capture the best images, and it uses a supermarket scene to highlight this feature. The commercial also describes the iPhone 11's all-day battery life by illustrating the range of activities the gadget can perform every day (Apple). Consumers are influenced to buy the product since they know its durable battery will handle their daily activities on the smartphone.
“A happy customer ensures a happy business.” So, marketers employ various techniques in their promotional campaigns to convince consumers. First, marketers identify the profile of their target audience. This includes the demographics, needs, and desires of their buyers. Understanding their profile will help marketers know the things that make consumers happy. They will then develop content that will have a natural appeal to the consumer (Frolova). In the iPhone advert, it's clear that the company targets a youthful audience. It shows activities that appeal to the younger generation. For example, the Slo-mo selfies for the younger generation. Also, it shows individuals playing mobile games and watching movies on a couch, which are common among the youth. In all of these instances, the youth are shown to be in a happy and relaxed mode (Apple). This will convince a consumer that the product will bring joy.
Second, marketers convince consumers by using perfect audi...