Final answer:
Advertisers focus on product benefits to create an emotional connection, cater to consumer aspirations, and differentiate products in a competitive market. Synergistic advertising practices across platforms and the emphasis on brand logos support a consistent and effective advertising strategy.
Step-by-step explanation:
Many advertisers focus on the benefits of their products rather than the products themselves because showcasing benefits can be more effective in influencing consumer behavior. The post-millennial society is inundated with advertising messages from multiple platforms, and advertisers aim for synergistic advertising practices to maintain consistency across all mediums. Understanding that the mass media relies on advertising for revenue, there is a preference for positive contexts that reinforce the desired consumer behavior.
In the context of synergistic advertising, the benefits of a product create an emotional connection and cater to the consumers' aspirations and lifestyles, encouraging them to visualize how the product could enhance their lives. Moreover, corporations are competing in an attention economy where they must continually "improve" their products to stay relevant, and emphasizing benefits can differentiate them in a saturated market. Advertisers also use the bandwagon fallacy to capitalize on social proof, underscoring the perceived popularity of a product to influence more purchases.
Economist A. C. Pigou suspected that much of the advertising merely offsets other advertising. This implies that advertisers need to focus on the benefits to stand out. In this visually saturated world, advertisements with striking graphic images and recognizable brand logos help products to be memorable and distinctive.