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Issue The purpose of many advertisements is to make consumers want to buy a product so that they will be like the person in the ad. This practice is effective because it not only sells products but also helps people feel better about themselves. Sample Essay Many advertisements do indeed use attractive models or celebrities to entice consumers into buying the products that are being promoted. Who would not like to look like the beautiful models that are depicted enjoying the product? Who would not like to be like a Michael Jordan or Tiger Woods? To a certain extent, buying products to emulate the persons shown in the advertisements can make a person feel better about him or herself. But this type of advertisement can be a double-edged sword - when the product does not make the person be like the person in the advertisement, there can be disappointment and disillusionment with the product. Marketing departments have long known that using attractive models and celebrity endorsers can help to persuade consumers to buy a product. Some customers may actually believe that buying and using the product will make them be like the people featured in the ad. For other consumers, there is probably at least some subconscious reaction that causes them to believe that they will in fact assume some of the characteristics of the person depicted in the advertisement. Consumers with a lower sense of self-esteem are more likely to buy a product based on the motivation that they will become like someone else. | 
