How Advertisers Trick Consumers

Some people believe product names have nothing to do in whether or not a product is bought, however millions of dollars is spent on name research. Some shoe names in particular are directed towards men and intend to attract them by playing on their desire to be powerful, aggressive and dominate. Product names are created to manipulate the consumer by playing on stereotypes of gender and age.

Shoes with names associated with power play on men’s stereotypical desire to be powerful. For example, “Turbulence” by definition means “a state of confusion characterized by unpredictability and uncontrolled change” , “Revolution” means “the overthrow of government or a major change” another product name similar to those listed above is “obliterate” which by definition means “to destroy completely” these names evoke images of chaos and a sort of free for all which the stereotypical young male would undoubtedly want to be a part of.

Shoe names associated with aggressiveness play on young men’s desire to be aggressive. For instance, “Impact” by definition means “the action of one object hitting another”. “collision” is often used interchangeably with impact, another shoe name “confrontation” means “conflict between ideas, beliefs, or opinions, or between the people who hold them” These images evoke images of fighting and explosions both of which the stereotypical young male would find appealing.

Shoe names associated with domination play on young men’s desire to dominate. Rival for instance, by definition means “somebody or something that can equal or surpass another in a specific respect”. “Dominator” is another obvious play off stereotypes of male’s wants to dominate. “Beast” is another name associated with domination, beasts are usually big, unstoppable killing machines. These images evoke one beating his opponents in everything or at least being tied for first something young men find very appealing based upon their stereotypes.

Product names are created to manipulate the consumer by playing on stereotypes of gender and age. There are many other examples of how shoe names target certain groups of people into being manipulated “Turbulence, Impact and Rival” are just a few.