Identity & Consumption
In what ways can products/services relate to consumer's identities ?
- a form of representation
- it has been established that we judge others by their material possessions, meaning that consumption is now an important part int eh creation and maintenance of identities
- people can use different types of products to represent them
- we consume in the hope of reinforcing or establishing the roles in which we find ourselves or that we would like to be in. We consume in order to represent our social role, including our jobs, political views etc. Or you can buy things to give off a certain impression.
- people have made use of belongings to express who they are
- in combination with the constant mass bombardment of advertising continuously
How do consumers use products/services within social interaction ?
- The continuous comparison to others is driven by a need to maintain and sometimes increase positive self-esteem
- individual self esteem is linked to feelings of belongingness, which is supported by being a member of a group
- 'just as clothing, accent, grooming and jewellery can distinguish an individual from others and express an individual sense of being
- Upward comparison - Ideal self, celebrity endorsements, comparing yourself to people you see as superior to yourself, people who you aspire to be
- Downward comparison - presenting one product (personality) as superior to another. Comparing yourself to someone inferior to yourself. eg, If you're in a car, looking down at people on a bike.
- Consume to create / maintain a community
- community/ group identity
Using theories discussed, suggest some visual communication strategies that effectively promote a product to its target audience ?
- Apple - Associate personality types
- Nespresso - George Clooney (celebrity endorsement), lifestyle, upward comparison
- Body Image - perfume ads etc, ideal self
- Dove advert - actual self, natural beauty
- Humour - Seth Rogan movies, far from ideal self, more actual self, group identity/interaction
Are there any ethical issues ?
- Consumerism stereotypes people into categories
- society based on reductive categories is a negative thing - they say people can be matched together judging by what car they drive and how they dress
- Othering - people defining themselves in opposition with other people (I am good looking because you're ugly)
- Self-fulfilling prophecy
unconscious, unaware
- negative body images
