RRJ#1

Jianuo Li
Core
RRJ#1
September 1, 2009
Reference: Koenig, R. (2009, August 31). Rory Sutherland On Advertising: Brands are like the antlers on a stag.
Retrieved September 1, 2009 from
http://www.independent.co.uk/news/media/advertising/rory-sutherland-on-advertising-brands-are-like-the-antlers-on-a-stag-1779557.html





Summary:
In Koenig’s article, he thinks if people have a rational thought, life will get more comfortable. People always consider something in a habitual way. Also, people always too tired to think. Because of this reason, advertisement use the characteristic of people, they are just show the information of the products, they just persuade these to people but no seduction. The popular products make a lot of advertisement. This is the step they must do. And a well-known brand has more experience than its promise.





Reaction:
According to this article, Koenig thinks advertisement is a tool that make people to buy something just because instinctive impulse. I agree with this appoint. My major is advertisement design, so I know, advertisements are the media to send information to everybody and they win by numbers but not quality. Today, advertisements are more and more particular. An advertisement of a product likely to expatiate the product is how useful and how many ways it can be used by people. Actually, they always tell the truth, and play it on television many times. Because when people watch an advertisement, it is not through their brain, the process is just through the vision. Then, as the advertisement plays again and again, they remembered. When they go to the mall to buy something , they usually buy the thing they have already known very well through the advertisement. It is hard to tell that it is good or bad, therefore, the market is accustomed to advertisements, and need it. So, maybe we cannot change this, but we can make advertisement better and more useful.