OUGD501 - Study task 06 - Consumer identities

In what way can products / services relate to consumers identities ?

From the source provided it shows that there is extensive research into how products / services relate to consumer identities, the basis is that products can help mould and manage peoples identities and this how the two relate. People have always used possessions and services to express themselves as people are linked to what they consume, furthermore peoples identities are judged by material possessions as a natural representation of themselves. For example, Gosling, Ko, Morris and Thomas (2002) found that people could correctly judge another persons personality just by having a brief look at their office or bedroom.

How do consumers use products / services within social interaction ?

• upward comparison - ideal self, celebrity endorsements
• downward comparisons - superior to another

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

• Nespresso advert - George Clooney - lifestyle - celebrity endorsement
• Palace advert - Jonah Hill 
• Galaxy advert - Audrie hepburn

Ethical issues?

Stereotyping can occur such as BMW drivers being stereotyped, this is an example of people being put into categories and although it maybe bad and unethical it can help businesses and designers reach a audience quicker and easier.