Advertising Quote by Kevin Simler
““But if lifestyle ads work by the third-person effect, then there will be some products for which it makes good business sense to target a wider audience, one that includes both buyers and non-buyers.32 One reason to target non-buyers is to create envy. As Miller argues, this is the case for many luxury products. “Most BMW ads,” he says, “are not really aimed so much at potential BMW buyers as they are at potential BMW coveters.”33 When BMW advertises during popular TV shows or in mass-circulation magazines, only a small fraction of the audience can actually afford a BMW. But the goal is to reinforce for non-buyers the idea that BMW is a luxury brand.””
About This Quote
Source Article: Advertising Strategies, 2018
Targeting non‑buyers creates desire and reinforces luxury status, using envy as a marketing tool.
In simple terms: Ads aim at those who can’t buy to boost brand prestige.
Key Takeaway
Leverage envy in luxury branding.
Themes
marketing
psychology
luxury branding
Mood
analytical
critical
Type
advertising
psychological
When to use this quote
- TV ads
- magazine spreads
- social media campaigns
Key Concepts
third‑person effect
consumer behavior
Questions to Reflect On
- Is creating envy ethical in advertising?
- How does this strategy affect brand loyalty?
A Different Perspective
Envy can backfire if perceived as manipulative.
