La comunicazione persuasiva del marketing. Gli immaginari di Marca.

In the present study I’m going to show how communication becomes the element that creates relationships between people. As Sapir said: Language is the heritage of a given group, the result of a society that go ahead. From this definition we can get the following meaning: the society, nowaday, is based on confidence existing among individuals that pay attention on the messages that come out of the discussions. The effectiveness of advertising marketing in this field, has enabled companies and brands to be present everyday in the life people.
Being present is not enough. It is necessary speak about some product or event! The brand aims to be a message forwarded among individuals: this wondering of the message is called "passaparola." The brand, through the advertisement, show its history and comes in a close contact with individuals, becoming the best friend to rely on!
The traditional advertising, made with billboards, television, flyers and so on, doesn’t give the feedback to enable the marketing managers to refocus the advertisement in a real time.
That’s the why, Buzz Marketing, Viral Marketing, Word of Mouth Marketing are now the new ways to set up the advertisement on line: the opinion leaders, by themselves (buzz marketing) or under commission of a big brand (viral marketing), start the discussions on the web spaces about the qualities of a product and the discussions are studied to looking for a best performance of it.
Working on physical or functional qualities of a product isn’t enough in today’s marketplace.
These reasons brought Brands to differentiate their products working on the values such as friendship, confidence, etc....
We are facing a customer caught by the desire to belong to a group, the desire to achieve or consolidate social status and the behavioursearch for a self-image to display. The XXI century is the era where the brands pay attention to satisfy the soul, the emotion, the feeling of the customers, because they understood that the needs of the new millenium are changed.
The same meaning of “shopping” could be for someone, going around wasting time and money, while for other, could be essential for feel good with themselves and with the world”.