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Symbolic Self-Completion in Advertising

The theory of symbolic self-completion has a direct application in advertisements. Exposure to media leads to consumers associating symbols with advertised products directed towards their feelings of “incompleteness”. Although the symbol that they ascribe might be unique to each individual person, these symbols can be used to improve one’s sense of self. These symbols give some users a sense of completeness, since “self-perceptions are influenced by product use/ownership when the product has a strong user image and the consumer does not have a well formed self-image”. For example, some products, such as cars, may appeal to a male’s sense of masculinity and suggest that a man is more ‘macho’ if he uses this product. By then displaying these symbols, a person improves their sense of self and how they feel others perceive them.