Traditionally，customersmayconsidermoreaboutwhattheybuytheproductfor.However，theimageofproductandtheconsumingcircumstanceshavebecomethekeypointstoattractcustomerawarenessandstimu

Question

Traditionally ， customers may consider more about what they buy the product for.However ， the image of product and the consuming circumstances have become the key points to attract customer awareness and stimulate their buying needs.Frequently ， customers buy goods just because they are cute ， lovely and unique.With a less emphasis on function ， the experience and imaginative space are placed into an increasingly important role.The image of product is emphasized ， as well as the communication between products and consumers.“Customer behavior ， which appears to be focused on ， in fact responds to quite different objectives ： the expression of desire ， and the production of a code of social values through the use of different signs” ， said Bandrillard.The reason for imageoriented customer behavior is probably that customers' lifestyle has been continuously virtualized by paying much attention to “virtual reality” ． The evidences can be traced from computer games and Hollywood movies ， in which customers' preference for fleeing reality is perfectly matched.

This change requires us to take efforts to enhance product image by integrating style ， color ， taste ， shape and material ， and communicate with customers creatively ， imaginatively and innovatively ， and enable them to enjoy the distinctive experience image brings.“It is not a need for a particular object as much as a ‘need’ for difference” ， said Baudrillard.The typical example is Apple Computer's IMAC ， which has strong visual impacts and outstanding dynamics.By this way ， customer relationship can be set up through image ， and brand can be treated as a sign that can transform people.Other examples commonly used are Disney Fairyland and Las Vegas ， where new experience and imagination are fully demonstrated.In sum ， consumption is negotiation ， a neverending conversation held in the languages of advertising ， packaging ， branding ， fashion ， and entertainment.

More Attention to the Image of Product

Answer 1

51 ． concerned/cared 　 52.use/function 　 53.attracted 　 54.the buying atmosphere
55.Ways 　 56.product image 　 57.communication 　 58.reason 　 59.computer games 　 60.Disney Fairyland