Study Task 06: Consumer Identities

In what ways can products/services relate to consumer's identities?

Representation of self (Goffman).
Reinforce or establish social roles. Consume to reinforce others opinions of yourself. Institution.
Creating an expectation of behaviours fitting towards certain sectors of class.
Belonging - to a group or ideal.
Actual self / ideal self / ought self - people use products to negotiate this triad.
Escaping actuality of circumstance.

How do consumers use products/services within social interaction?

Upwards Comparison vs. Downwards comparison.
Upwards comparison - celebrity endorsement.
Downwards comparison - presenting one product (personality) as superior to another.
Community / Group identity / Bonding, cohesion.
Bottom up / Top down cycle.
Maintaining or Creating community.
Identites are of what these
Symbolic interactionalism.

Using theorists discussed - suggest some visual communication strategies that effectively promote a product to its target consumer.

Apple - associate personality types with products.
Nespresso - George Clooney (celebrity endorsement) Lifestyle association. Upward comparison.
Body image - the ideal self.
Actual Self - Dove campaign.
Humour - group identity / social interaction.

Are there any ethical issues?

Stereotypes people into categories.
Defining oneself in opposition to others.
Self fulfilling prophecy.
Unconscious.
Perpetuating negative body images.
Narcissism.

'Identity and Consumption' by Catherine Jansson-Boyd explores the interrelationship between consumerism and consumer perception of self, others and groups - this in-turn influencing not only the products and services that we buy, but the specific brands that we choose such products and services from as a means of creating an ego-ideal perception socially.

The products and services we buy and endorse as individuals transmit statements of identity and self to those around us, forming ‘social comparison’ potentials that allow for us to showcase who we are to the rest of society, enabling others to form an opinion of us based on our ideal-self created perception. This in turn enables similarly perceived individuals or elements of desirability in one or another to be identified, leading to the establishment a connections - be they friendships, partnerships, relationships or collectives etc. Comparison of ourselves in regard to others is the primary methodology we use in establishing social groups and identification of our own social standing. This comparison comes in two sectors: upwards comparison or downwards comparison. Through upwards comparison we see aspirational perceptions, while through downwards comparison we see the superiority of others in relation to ourselves. The reasoning for such comparisons are for the potentials of finding like-minded individuals with who we can create groups, friendships or communities for a sense of belonging within society.

The content of Jansson-Boyd's article relates to commercial visual communication in that it details the importance of contextual understanding of society and its comparative structure in creating an expectation of behaviours fitting towards certain sectors of class through which products and services can be marketed to specific targets through promise of contribution to the ideal self and associative perceptions. 

When undertaking my practical investigation I will consider the ideals of my specific target in order to produce resolutions that they would wish to endorse and use to create comparative potentials that 

allow the consumer to feel part of a particular sector of society and reinforce others opinions of their established ego-ideal - making for more appeal and therefore greater market yield potential.