WHAT YOU NEED TO KNOW ABOUT SNOB APPEAL
Have you ever purchased a product because you believed that it would help you keep up with the trends of society and elevate your status? Well, if you agree, you may be wondering why you would want to purchase a product with those intentions in mind. There's a reason behind that, and it isn't a coincidence, because the brands of those products that you've purchased might have used the propaganda technique called "Snob Appeal" in their ad campaign.
Snob Appeal
Snob Appeal propaganda is used to manipulate people into thinking that the brand is a membership tool for an elite group (Herrick, n.d.). In other words, it appeals to people’s desire to live lives of luxury, to be treated as if they were wealthy, noteworthy, part of a special club or society, or otherwise deserving of special treatment (Newbold, 2017). The main ideology behind this strategy is that you aren’t selling a product, you’re selling a lifestyle. In this way, the main motivator of customers to buy the product is envy.
Middle Class people would fight to reach this level creating more revenue for the brand.
The price-value bias is another reason why many middle-class people conclude that luxury products are of better quality than non-luxury products. Some people also have an increase in self-esteem after buying luxury brands. But when a person does not have a stable income and still buys luxury items just to show that they have a higher social status, it creates a huge financial burden to them but creates a bigger revenue for the company.
Increases the ego of customers for it can make them feel superior.
Middle-class people buy expensive commodities from their earnings just for the sake of showing off that they have a higher status symbol. People cling on to this feeling more than they realize and because people love feeling this way, they can be easily persuaded through the use of snob appeal.
Can convince the public that their product is high quality and exceptional.
Because of the image that the snob appeal creates, people automatically perceive products that are of a higher price as quality without even considering other options that have the same quality but offer a cheaper price. People are often prejudiced against cheaper products.
Can make a brand status symbol for the high-class.
When a brand becomes a status symbol such as cartier or Louis Vuitton the company maintains its high ranking compared to other brands. People want to maintain their status in society so they actively pursue products that show it.
Disadvantages of Snob Appeal
Practical and logical people will not be persuaded by this propaganda.
Practical and logical consumers are very particular with their purchases, they tend to buy products that will be useful and valuable for them. Therefore, these types of consumers will not be persuaded by this propaganda.
Target market is smaller.
A lot of factors are being considered by the consumers before actually buying a product. Additionally, not all consumers are leaning to the concept of snob appeal propaganda in terms of purchasing. Thus, the target market of this propaganda is smaller compared to other propaganda techniques.
Poses impractical buying decisions for consumers.
As the nature of this propaganda technique is to make the consumers believe that by purchasing the products under snob appeal, they will be above the consumers who aren’t using the same brand, it poses an impractical buying decision because the consumers will tend to purchase a product that is actually not practical and beneficial to them.
Creates high expectations for the product.
This propaganda technique intends to exaggerate the way they advertise a product, which creates a high expectation for the product and might be a disadvantage if those high expectations will not be realized once an actual purchase has been made
Snob Appeal Advertisements
Pia Wurtzbach for the New Downy Parfum Collection | Downy
Have you ever purchased a product because you believed that it would help you keep up with the trends of society and elevate your status? Well, if you agree, you may be wondering why you would want to purchase a product with those intentions in mind. There's a reason behind that, and it isn't a coincidence, because the brands of those products that you've purchased might have used the propaganda technique called "Snob Appeal" in their ad campaign.
Rolex: A Crown for Every Achievement
Their slogan, “a crown for every achievement,” implies that the product is fit for the royalty or the elites given that the materials mentioned were high quality and expensive. In this advertisement, “professional watches” was indicated that gives an impression that the watch is for professionals who are above minimum earners.
Ralph Lauren- Polo Deep Blue
This advertisement of Ralph Lauren is an example of snob appeal because it poses a lavish lifestyle. Which can be identified as the lifestyle of the elite profiles. Thus, it means that Ralph Lauren’s polo deep blue was designed for elites only.