Traditionally, customers may consider more about what they buy the product for. However, the image
of product and the consuming circumstance have become the key points to attract customers'awareness
and stimulate their buying needs. Frequently, customers buy goods just because they are cute, lovely and
unique. With a less emphasis on functional utilities, the experience and imaginative space are placed into
an increasingly important role. The image of product is emphasized, as well as the communication between
products and consumers."Customer behavior, which appears to be focused and directed at the object
and at pleasure, in fact responds to quite different objectives:displaced expression of desire, and the
production of a code of social values through the use of differential signs"(Baudrillard). The reason for
imageoriented customer behavior is probably that customers'lifestyle has been continuously virtualized by
paying much attention to "Virtual Reality". The evidences can be traced from computer games and
Hollywood movies, in which customers'preference for fleeing reality is perfectly matched.
This change requires us to take efforts to enhance product image by integrating style, color, taste,
shape and material, and communicate with customers creatively, imaginatively and innovatively, and enable
them to enjoy the distinctive experience image brings."A need is not a need for a particular object as much
as it is a'need'for difference." (Baudrillard) The typical example is Apple Computer's IMAC, which has
strong visual impact and outstanding dynamics. By this way, customer relationship can be set up through
image, and brand can be treated as living that can transform people. Other examples commonly used are
Disney Fairyland and Las Vegas, where new experience and imagination are fully demonstrated. In sum,
consumption is negotiation, a neverending conversation held in the languages of advertising, packaging,
branding, fashion, and entertainmet.
More Attention to the Image of Product
| Main comparisons |
Contexts |
Different aspects 1.________about by people
when they are shopping. |
In the past, people think more about the 2.________
of the goods. |
People today are more easily 3.________by the
4.________of product and the buying atmosphere. |
| Different 5.________to promote sales |
Traditionally, producers may focus more on the
functional utilities of goods. |
Nowadays, product image should be 6.________and there
should be more effective 7.________ with customers. |
| More details worth noticing |
| The 8.________for imagecentered behaviour |
Influenced by computer games and Hollywood movies,
people's 9.________is virtualized. |
10.________are given to prove the
importance of image |
Apple Computer's IMAC/Disney Fairyland/Las Vegas |