Everyone is keen enough to look better, eat better, clad better, house in better shelter, drive better two wheeler, have better education and so on. The set of good sand services used by people determines their standard of living. A consumer life style is made up of the ways of living an individual or group leads, which is distinct from others. It reflects the extend of satisfaction that an individual gets by use of necessities, comforts and luxuries of life and living. The standard of living of society is bound to be higher one, which is capable of making available more and more goods and services so that an average man enjoys these goods and services as they are brought within his easy reach.
Advertising has been instrumental in influencing the customers to desire the goods and services beyond the bare requirements of food, clothing and shelter. Advertising information regarding both the existing and the new products and services is made available to the members of all income groups of the society. It makes the people to move from needs to wants by working effectively on sales side. It converts desires into demand that give a push to increased production, which in turn leads to increased consumption where the benefits of large scale production are transmitted to the consumers in the form of greater, better and cheaper production.
T is important to note that advertising is not always the cause of higher standard of living. At many times, higher standard of living arises as a cause of increased advertising. Itís because, if one person is used to a particular lifestyle, he tries to change from good to better and from better to best. There is no end for this as even the best can be improved upon. It is advertising that makes possible search and fulfillment towards improved standard of living. So, agencies looking for models have to be very cautious and they should have clear knowledge about the trends and changes in the market.