Imaginary Social Relationships and Advertising Part II

In part one I described the most basic elements of an imaginary social relationship based on extreme admiration, but it’s important to recall that those relationships that endure must be based on something deeper, more significant. In my case, two years ago I was stricken with cancer, from which I was not expected to recover. Obviously, I did survive, and I believe part of my will to survive was in “knowing” Lance Armstrong. When I became ill, one of the first things I did—in addition to seeing lots of doctors or perhaps because I was seeing lots of doctors—was to read Lance’s book which in great detail described his ordeal, but also the book described how he managed his health care and how he handled his recovery.  In other words, he prescribed a method to deal with exactly what I was going through. Cancer: he’d been there; done that. I was just going through my personal ordeal and needed help. And, because it was Lance and because he was a survivor, I took his recommendations to heart.

As I recovered I became involved in Livestrong his charitable foundation that seeks to eradicate cancer. I never ever take off my yellow wristband that is imbued with meaning and significance. During this year’s Tour de France, Lance’s comeback had me glued to the TV screen even more than in the past. The fact that he did so well, placing third overall, moved me deeply, and I hate to admit it, but during the race I followed him on Twitter. Okay, I hate to admit this too, - I still follow him on Twitter.

 Lance currently advertises for Clear2Go water bottle, and he was hawking an energy drink whose name escapes me. I think he’s done ads for Oakley sunglasses, and I think he’s advertised for several other brands that I just can’t recall. I’m aware his new team sponsor is Radio Shack. Ironically, when I see him in advertisements I can’t say that my imaginary relationship is enhanced in a positive direction, and his appearance in those ads does not endear these brands/products to me. To be truthful, his association with advertisements kind of sullies my image of him. Often times when media figures appear in advertisements, changes take place in the imaginary relationship that corresponds with changes in the ways consumers perceive the brand. I guess if products that Lance Armstrong promoted were relevant to me, I’d probably give them a try. And, I do think it was a very strategic move on the part of Radio Shack to align itself with the “Armstrong brand.”  I will look more favorably upon that brand and likely shop at their stores.

I’ve only scratched the surface of my imaginary social relationship with Lance Armstrong. I don’t maintain such imaginary connections to very many media figures, but there are and have been others. I think I could write many more details that would provide even greater understanding of how this process of engagement with media figures works and the role that media figures play in our lives and the implications for advertisers. But because blogs are not books, I’ll end it here.