"Symbols are powerful mechanisms of meaning transfer when readers/consumers expend the mental effort to interpret the meaning of the symbol they become actively involved, and in some sense, accept the associations evoked by the symbol".
The people's bodies figured in adverts must project gender images that suit the positioned brand image. The reader of the adverts will identify with the people portrayed, because they recognise certain, if not all the characteristics pictured. Briefly advertising must suit the personality of the brand, while this personality must match that of the reader. If it is so the particular advert will successfully communicate with the ideal audience.
Aaker et al point out the necessity to associate feelings with the brand in advertising. The process will be that of setting a mood that will affect the reader, that will stay imprited the affective system. The emotional message need not contain any information to be successful. Some ads are best rememberd not for the infomational content, but for their humour, their striking use of colour and imagery. Cosmetic ads in magazine will use attractive people, that are going to be affect the reader's emotion, for their sexiness or their desirability. The feeling generated by sense appealing communication in ads, is the proof that there is an " emotional bonding" between brand and potential brand user. Indeed Aaker et al believe that this emotional bonding is the medium through which brand personality is communicated to the audience.
Advertising must get to what is termed the reader's psychological core by Hoyer and MacInnis. It comprises of the person's motivation, the ability to process the ad message correctly, previous exposure, level of attention and perception that eventually leads to brand attitude. The brand manager's ultimate objective is to positively influence the reader's brand attitude the ad. Hoyer and MacInnis define attitude as the total evaluation that is made on an object, issue, person, issue or event.
