Advertising and Self-concept Research Paper by Master Researcher

Advertising and Self-concept
A discussion regarding the relationships between the success of advertising and a person's self-concept.
# 89356 | 3,375 words | 10 sources | 2006 | US
Published on Dec 01, 2006 in Sociology (Media and Society) , Sociology (General) , Advertising (General)

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This paper discusses how advertising affects a person's self-concept. It further expands by discussing how the process is effective because people have a deep need to behave consistently with who and what they perceive themselves to be. Advertisers focus on people's self-esteem since when they act in accordance with their self-concept, the consumer is able to maintain self-esteem and also appear consistent to others.

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