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Redy Made Identities Essay

805 words - 4 pages

Advertising why your product is better than other products in the market, is not enough to make consumers buy your product anymore. These days companies need to relate to their customers emotionally and logically. During Super Bowl I saw this Mercedes Benz C class commercial. It is called “Perfect Harmony.” The commercial was about how everything lines-up perfect ones in a spell. The commercial shows the scene, where all the planets line up in a straight line. Later on the scene background voice says that, “When that perfect time comes, makes sure you are in the correct spot and the right vehicle.” In this Mercedes commercial, Mercedes tries to emotional branding with their consumers, as well as they are attempting to sell ready-made identities.
In the Mercedes Benz C250 commercial Mercedes is manipulating their consumers by selling them a ready-made identity. This is explained by Douglas Rushkoff, who said that, “Brands become more than just a mark of quality; they become an invitation to a longed-for lifestyle, a ready-made identity.” What Mr. Rushkoff is trying to say is that, brands are not just a product or a mark of quality anymore. Brands have become a ready-made identity, for instance, if an individual owns a Mercedes that individual considered as a successful and well doing in their life. The Mercedes C class commercial does not talk about the features of the car, or the technical aspects of the car. Based on that, Mercedes Benz is not a car brand anymore. Mercedes used to sell quality cars, but now Mercedes sells ready-made identities. Anyone who is buying a Mercedes Benz car they are not just buying a car, they are buying an identity. The identity will make them known as rich, classy, successful, and sophisticated. In this commercial Mercedes is targeting an age group of 21-30. Because that is the age when usually a teenager becomes mature, and peruses his/her career job. So a Mercedes Benz vehicle will give you perfect identity that will show everyone how successful you are in your life. Also while watching the Benz commercial I felt Mercedes is also trying to sell their cars to management level men/women. Because Mercedes has an identity of being classy cars compared to the other car companies in the market. Based on that, Mercedes vehicles give their buyers...

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