Study Task 06: Identity & Consumption

Identity & Consumption - (Jansson - BoyD, Catherine V. (2010) Consumer Psychology)

Quotes

• "Humans buy products for reasons other than their practical functions." 
• "often goods and services are bought because people believe that they somehow represent who they are". 
• "Judge others by their material possessions, meaning that consumption is now an important part in the creation and maintenance of identities". 
• By oppressing a "clear concept of who you are & how you fit into society" is significant as it generates a feeling of belongingness and well-being. 
• Essay chapter will explore the pros and cons of the relationship between consumption and identity. 
• Identity - "identity is the subjective concept of how an individual views themselves (Vignoles, Regalia, Manzi, Gollegde, & Scabbing, 2006.)" 
• "Knowing who you are allows people to answer questions such as where they fit in and where they belong, something that is an essential part of being human (Lewis, 1990)." 
• "Because our identities are subjective, the way in which we see ourselves is influenced by individual experiences, and groups to which we belong or wish to being to (Sedikies & Brewers, 2001)."
• "A person can have more than one identity and they are not always anchored in real life as they can even be specific to virtual online environments." 
• The number of identities an individual has depends on how many different types of social situations they frequently find themselves in." 
• "Generally people play many different roles in life, for example, during daytime it may be that a person needs to fit in to the role as a lawyer, while in the morning and evenings the very same person acts as a mother of three children. 
• Some roles are more integral to our identities than others, such as wife, student or being a boss, while others, such as being a voluntary spokesperson for a charitable cause or even a coin collector, might only dominate people's lives in certain circumstances. 
• What all these roles have uncommon, whether they are primary or secondary ones, is that people can use different types of products to represent them. 
• Consequently we consume in hope of reinforcing or establishing the roles in which we find ourselves or that we would like to begin. However, the impact of who we are upon the way in which we behave has been suggested to be largely unconscious. 
• Meaning that consumers may not be aware if their self-concat guides their consumption behaviour. 
• There has been extensive research into the relationship between objects and identity, and in particular how objects have the capacity to help mould and manage people's identities. 
• The idea that people use their possessions to express who they are is not a new concept.  
• Since the 1970s this has become prevalent and consequently more recent research has confirmed that possessions play an important role in how people perceive themselves and others. 
• This demonstrates that for a long time people have made use of belongings to express who they are . 
• However, the realisation that goods and services can be used to express individuality and group membership has been further underlined by the fact that the last 100th years has seen a continuous increase in the amount of products that people can choose from. 
• This, in combination with the constant mass of bombardment of advertising continuously encouraging people to be materialistic in a way that people's self-worth becomes reduced to that of a consumer, means that people's identities new linked to what they consume. 
• The formation of identities is complex as the start early on in life and continue to develop throughout. 
• Generally, self-recognition develops around the age of 2, but at that age the concept of who we are is of basic nature. 
• Human identities are continuously moulded & influence by parents, siblings, friends, peers, school, societies or sport clubs they belong to, as well as advertising and other cultural influences. 
• Once people have reached adulthood, they tend to incorporate their feelings, what motivates them, political beliefs, religious beliefs, physical appearance, group memberships, age and the material possessions they own to describe themselves. 
• The incorporation of so many different characteristics to express who we are shows that our identities are multi-dimensional.

Questions to Answer & Discuss

1. In what ways can products/services relate to consumers identities? 

By showing a general Ideal lifestyle, media and images. Ideal physical attractiveness, board ideal image. Can help form an identity, what products you buy becomes who you are. Expressive individuality to the consumer. 

Individuals make use of goods and services to 'make sense' of those around them, to compare themselves to others, and to signal group membership. 

Material possessions of who they are. 

The product could be a symbol to their identity. 

Values and beliefs to categories themselves

1. How do consumers use products/services within social interaction? 

That most individuals are likely to identify with different kinds of products. The underlying idea is that narcissistic tendencies other to see them as special and superior and consequently will purchase excessive products that are viewed by most as being highly desirable in some way. Purchasing such producer helps them feel good about themselves since others will admire and envy them because of possession that they have. Because narcissists want others to look up to them , they will be more likely to buy products and survives that have a greater symbolic value. 

Media can help boost people's identities and self - esteem, using realistic images to promote products has indeed been found to make people feel better about themselves with those who are similar rather than dissimilar. (women adverts / body images - Dove adverts) 

The use of possessions to build identities might happen consciously or subconsciously. If consumers are aware of how the self-fulfilling prophecy works, then they can think about which brand and products are are most likely to generate the preferred responses fro others. However, most would not be aware of how the process works in full but simply purchase products they think will strengthen group membership or set them apart form other, meaning that their own behavioural. 

1. Using the theories discussed suggest some visual communication strategies that effectively promote a product to is target consumer? 

Successful advertising campaigns such as Dove's real beauty that made up of use of ordinary women to promote products such as firming lotions and body wash. Just in the first month alone of using 'real women' in their advertising campaigns, Dove reportedly increased their sales figure by over 3 percent - therefore it is minimal advertising but raising self esteem. 

1. Are there any ethical issues? 

The most famous study of self-fulfilling prophecy was constructed by Rosenthal and Jacobson 1968. They asked school children to complete an IQ test and sold their teachers that the results would be indicative of rapid intellectual development. After the test teachers were given names of 20 children who were deemed to be 'early bloomers'. Shortly thereafter the teachers rated the 'non-bloomers' as being less curious and interested than the 'bloomers' and the student grades were consistent with the teachers' opinions. However, what the teachers did not know was that the names of the 'bloomers' they has been given had been randomly chosen by the researchers, hence there was no difference in terms of IQ scores between the 'non-bloomers' and the 'bloomers'. Interestingly enough, when the children's IQ were tested once more a year later, it was found that the 'bloomers' had considerably higher IQ score the the 'non-bloomers'. The study clearly showed that assumptions about an individual affect how we interact with them and after some time the individual will also change their behaviour in line with the expectations. 

1. People must have expectations of what another person is like 

2. The person who hold the expectations must be influenced by their beliefs in how they act towards that person

3. The person must subsequently respond by behaving in line with the other person's expectation.
Plastic surgery to men and women or cosmetic surgery influence consumers for an ideal type figure and body. 

Psychology test with children blue eyes they are nicer and superior and brown eye kinds are inferiors and not nicer 

Summary the text - 300 words (might use in own work) 

The chapter known as "Identity and Consumption" within the book, Consumer Psychology (2010) written by Jansson Dboy. Establishes mainly focuses on how psychology is central to an effective understanding of consumer behaviour and this book shows how it can be used to explain why people choose certain products and services, and how this affects their behaviour and psychological well-being. The book also explores various theories within social, cognitive and developmental psychology to show how psychology can explain consumers behaviour. These are indicated in these categories: Memory, learning, Perception, Attention, Emotion and Decision making. 

Jansson, conveys the ways that products and services relate to consumer identities. This is mainly illustrated by a general ideal lifestyle that a consumers would ideally want, this is mostly present in a display or advert format. Most of these ideal lifestyle are categories to fit the consumers lifestyle, this may be in these two titles: Values and beliefs. The power of social media and general media has to attract a consumer, therefore making them believe that they need this product/service to help them or serve them in life. Also the aesthetic of the display advert, delivers the ideal physical attractiveness of the ideal body image. This can help form an identity or what the product that you purchase becomes a label for your identity, this is how products can expressive individuality to the consumer. "Individuals make use of goods and services to 'make sense' of those around them, to compare themselves to others, and to signal group membership." and obtaining a "Material possessions makes the consumer who they are."

Consumers use products/services within social interaction. As most individuals are likely to label themselves with various types products. The underlying idea of is that narcissistic tendencies other to see them as special and superior and consequently will purchase excessive products that are viewed by most as being highly desirable in some way. By buying a product that is expensive helps their self esteem, for example, they would feel like that others will admire them. But some may envy them because of the possession that they have. "Because narcissists want others to look up to them , they will be more likely to buy products and survives that have a greater symbolic value."

Theories within the book that discuss an visual communication strategies that effectively promote a product to is target consumer. For example, Successful advertising campaigns such as Dove's real beauty that made up of use of ordinary women to promote products such as firming lotions and body wash. Just in the first month alone of using 'real women' in their advertising campaigns, Dove reportedly increased their sales figure by over 3 percent - therefore it is minimal advertising but raising self esteem. 

Finally ethical issue within identity and consumerism, the most interesting ethical study is the one experimented by Rosenthal and Jacobson 1968. They asked school children to complete an IQ test and sold their teachers that the results would be indicative of rapid intellectual development. This was to test which children have a higher or lowest IQ, the one with a higher IQ were "bloomers" and the lowest IQ were "non-bloomers". However, the 'bloomers' they has been given had been randomly chosen by the researchers, hence there was no difference in terms of IQ scores between the 'non-bloomers' and the 'bloomers'. But when the children's IQ were tested once more a year later, it was found that the 'bloomers' had considerably higher IQ score the the 'non-bloomers'. The study therefore showed: People must have expectations of what another person is like, the person who hold the expectations must be influenced by their beliefs in how they act towards that person and the person must subsequently respond by behaving in line with the other person's expectation.

Overall, this source will be in some relations to my essay, as it indicates how advertising helps to target the audience to the product that will make them attain their ideal selves. By linking how advertising in social interaction within my essay can make a good argument with between how style is also contribute in this.  

Study Task 05: Studio Brief 02 - Research

The research stage in the design process is the first iterative stage which means that you will continue to revisit the following activities as your project develops and you acquire new knowledge of the field.

'How important is style to Graphic Design for successful advertising, particularly on social media platforms?'

Task 1:

1 x design sheet outlining relevant contextual research

This design sheet must include at least 4 relevant areas of contextual research/information that will inform your design strategy. At least 1 of these areas must be related to your chosen CoP theme (Politics, culture, society, history, technology or aesthetics).

Some suggested contexts: Client / project background | industry / sector | cultural aspects | sub culture | specific technologies | the internet | social media | historical periods | branding | advertising | colour theory | psychology

What do you need to research more about?

• Society & Technology & Advertising & Trends 
• Clients within this kind of background 
• Project background of this type of field (e.g - social media, advertising, trends)
• Specific technology - Apps, iPhones, internet, styles, brand 
• Advertising styles displays of products (specifically apple products) 
• Snapchat, Facebook, Instagram, Twitter
• Which trends that are current and still constant  
• Youtube adverts at the start of the videos 

Task 2:

1 x design sheet outlining target audience research

This design sheet must include geographic (country, region) , demographic (age, job role, income, socio-economic status, nationality) and psychographic (interests, values, beliefs, opinions, attitudes, activities, social groups, lifestyle) information on the target audience.

In order to further substantiate these you must compose 3 x "personas" representing three types of your ideal target audience/user. Each persona should have a name and cover all the aspects of geography, demographic and psychographic.

Target audience Research 

• 3 Personas 
• Clients 
• Young adults - late 20s as target audience 
• International audience (All countries) - social groups, interests, Values 

Task 3:

1 x design sheet identifying and analysing relevant and related visual examples.

This design sheet must include at least 4 examples of graphic works related to your project. Use this extract from "Visual Research" by Noble and Bestley to aide your analyses. To demonstrate that you have understood the text you must use at least 3 of the key terms discussed within your analyses.

• For example: Political branding - some examples of political branding (international)
• Films that relate to social media "The Social Network" 

Ideas from tutor 

campaign of both social media and advertising (modern visual) 

important of style and trends 

superficial - current brands 

appealing specific context or content 

product kinky and daff (target audiences - 20s to teens)

Burdens of responsibilities not like adults more freer and relax 

soft drink and energy drink - promoting something superficial (wacky)

Studio Brief 01 - Starting Essay

Introduction to Essay


This essay investigates graphic design style for advertising, particularly when placed on social media platforms. It defines style and provides examples of different styles to provide further clarity. It discusses how the style of graphic design for advertising within these stages...

• What is the function of graphics in advertising – to communicate successfully?
• What are the key components of graphic advertising 
• What is style – has to have a purpose?
• Style has to be appropriate to the target audience 
• Maximise impact 
• How important is style to successful advertising on media platforms where advertising has to have a more immediate effect & is competing for attention 
• Current trends – fonts and images 
• Contemporary design styles – examples to illustrate the above – Apple for iphones

Study Task 04: Triangulation

Now that you have had a chance to explore some relevant theoretical texts and considered their impact on graphic design. In addition establishing your research question, it is a suitable time to start planning your written piece.

At this stage you will have found a number of books, articles, websites, etc. that relate to your research question or general area of interest. This task will asks to identify the most significant ones and to discuss their relevance and how the relate to each other.

By using the the form to help your triangulation (Triangulation exercise form) you can use this to organise your research and identify the relevant points. By using this guide to write your references correctly for the Harvard Referencing System.

It is also key to keep an up-to-date bibliography of all your research thus far.

Once you have completed the triangulation form you should write a 500 word triangulation of the relevant literature. This triangulation should form the basis for your written piece so you should consider how the texts relate to your research question. 

My Research Question: 'How important is style to Graphic Design for successful advertising, particularly on social media platforms?'

Triangulate three texts based on the question above.

The three texts:

• Advertising Design and Principles, (Diana Burns, 2015)
• Social Media Advertising: The complete guide,  (Christina Newberry, 2016)
• The right brand style is more important than creativity and advertising, (Christoph Hack, 2011)

Triangulation

In these three texts (A,B,C) triangulate how important is style with advertising, especially depicted through the use of Social media platform. Text A, called 'Advertising Design and Principles, by Diana Burns this will be the Primary document of this main triangulation. In this document Burns, explains the steps on how to make a successful advertisements by the use of the strategies she uses and develops.  Advertising is ‘The dissemination of information concerning an idea, service or product to compel action in accordance with the interest of the advertiser’. This definition tells us about advertising being a kind of communication about a product, service, or idea, and is being goal-oriented. Advertising can be best defined as: ‘any paid for non-personal communication used with persuasive intent by identified sponsors though various media to promote goods, services and ideas, etc.’ The message of advertising is incredibly affected that it reaches us and easily influences us. Most of the time, it is always subconsciously in the back of our minds. But once we encounter a product that we desire to purchase or a specific function that we need. That is the art of advertising persuasion. For example - “From morning to night, we are using advertised goods and services. We start the morning with a cup of tea or coffee, use toothpaste and toothbrush on our teeth, at breakfast we have bread, butter, etc. our workplace is also full of machines, computers, etc. which are the advertised goods”. 

Appeals of an advertisement , anything that motivates a person action. Human beings are called bundles of wants. A human being is a unusual combination of hopes, ambitions, needs, interests, goals, etc. All these things work as motivating factors. These are also called motives. Numerous amounts of advertisements try to appeal to some of these manifold motives that force people to take action. An advertising appeal is nothing but a promise of a benefit the advertised product will provide to the buyer. For example, the possible promises or appeals for a home appliance could be - comfort, convenience, economy of installation, economy, cleanliness, dependability and durability, safety, multiple operations, many varied features, trouble free operation and smart look Advertising appeals can be broken down into two categories informational/rational appeals (hard sell) and emotional appeals (soft sell)

Informational/Rational Appeals (Hard Sell)

These appeals focus on the consumer’s practical or functional need for the product or service and emphasize features of a product or service and/or the benefits or reasons for using or owning a particular brand. Many rational motives can be used as the basis for advertising appeals, including comfort, convenience, and economy.

Emotional Appeals (Soft Sell)

These appeals use an emotional message and are designed around an image intended to touch the heart and create a response based on feelings and attitudes. Advertisers can use emotional appeals in many ways in their creative strategy. Humor and sex appeals, or other types of appeals that are very entertaining, upbeat, and/or exciting, affect the emotions of consumers and put them in a favorable frame of mind. Fear appeals can be equally dramatic in arousing emotions but have an opposite effect on the viewer’s frame of mind. 

Making an advertisement, advertising is a combination an art and a science. The art comes from writing, designing, and producing exciting messages. The science comes from strategic thinking and planning, including research. The creative specialist or team must first deal with the problem of coming up with a concept. From start to finish, the process of ad creation involves a multitude of decisions that require understanding of both the product and the consumer as well as knowledge of the various formats and media. Behind every good advertisement is a creative concept, a big idea that makes the message distinctive, attention getting, memorable. These methods include the ‘incubation’ technique, the process of lateral thinking, and the storytelling process.

Whereas, in Text B, called 'Social Media Advertising: The complete guide, by Christina Newberry. Newberry looks into more depth of advertising but within a social media background and points out the importance of this. A social media ad is any kind of paid content on a social media network. The options run from a one-off promoted Tweet or Facebook post to a full-scale campaign with major budgets attached.

The first step is take advantage of targeting features, traditional ads are inefficient. One of many social media advertising benefits is that social platforms offer very effective targeting capabilities to address that problem. From targeting social media managers on LinkedIn to Stranger Things fans on Facebook, take advantage of this very useful targeting for more efficiency in advertising. Next rotation of frequently ads, though it’s annoying to see the same TV ad in every commercial break, repetition is an effective way of hammering home the message using one-way communication. But on advertising channels where engagement is key, and ads appear directly in users’ feeds, fresh content is the name of the game. Overly repetitive messaging may end up losing you more business than you gain.
Thirdly the use of small samples to test the text and images used in your ads - one of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes and follow up with advanced analytics reports. The best practice is to test several ads with small audiences to determine what works best, then use the winning ad in the primary campaign. Lastly, design ads with mobile in mind - currently more than 80 percent of social network users are accessing social media on a mobile device in 2016. This means most social media ads are being viewed on mobile devices as well. Your mobile ads should be specifically designed for the small screen, incorporating images that are easy to view on a pocket-sized device. 

Nevertheless, the only way that an advertisement that can live up to it's full potential is due to the 'Brand Style', which is explored by the Text C which is an article called, 'The right brand design style is more important than creativity and advertising' by Christoph Hack. 'Consumers only spend a few seconds on brand contact. To be noticed in that short amount of time, a distinct brand style is vital importance. Many brands around the world are actively advertised, that means what all consumers are seeing everyday is an age of information and imagery overload. To summarise, that brand communication/brand style is a vital part of making an advertisement on display boards or on social media platforms. The design must have a visually strong attraction that pulls the consumers viewing to be influenced by the advert. i.e. 'style beats advertising', 'brand style increases effectiveness of advertising', 'consistency is more exciting', 'style creates perception' and 'the number of style elements is not relevant'.