As Valentine's Day approaches, advertising intensifies its promotion of romantic ideals, linking love with material goods like jewelry and perfumes. Advertisers, inspired by Roland Barthes' theories, create repeated messages that establish what love should look like, despite the realism of those ideals. Techniques such as emotional storytelling and humor help brands connect with consumers, while social proof reinforces the idea that happiness is attainable through their products. Ultimately, these ads drive consumer spending by shaping expectations of romance around their offerings.
Advertising shapes our expectations of love, casting idealized images that dictate what we should desire in partners and purchases.
Advertisers utilize emotional appeals, humour, and social proof to create an aspirational narrative, linking products to romantic ideals.
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