Question

People frequently use symbolic interaction theory when they are studying advertising's influence because advertisers often succeed by employing ________, or encouraging the audience to perceive their products as symbols that have meaning beyond their actual function.

Answer 1

Advertisers often succeed by employing product positioning.

Step-by-step explanation:

The product positioning is process of identifying desirable places, which a product should occupy in the minds of customers and reinforcing this perception. According to the symbolic interaction theory, people assign symbolic meaning both to their lives, people and the objects (products) they interact with.

For example, Starbucks and Coca-Coal are not mere beverages in the eyes of customers, they symbolize certain lifestyles and emotions and by drinking this coffee or soda customers feel that they become a part of a given lifestyle.

This works with a variety of other products, for example, in fashion industry. That is why the commercial success of influencers became so significant. By wearing this particular model of Ray-Ban sunglasses while watching a waterfall in Bali, an influencer reinforces a symbolic meaning placed on the product by advertisers. As a result, customers buy this model of sunglasses because they want to attribute themselves to the influencer’s lifestyle.