The Self

What is the Self Concept?

Self-Esteem

Self-Esteem Marketing

Self Esteem Slogans

DIET COKE "Live your life" — or, in other words, drink it because you just feel good about it - not to lose weight

APPLE COMPUTER: "The Power to Be Your Best."

CHARLES ATLAS "You Too Can Have A Body Like Mine."

CAMAY SOAP "You are in a Beauty Contest Every Day of your Life.”

GILLETTE: “The best a man can get."

The Real and the IdealThe Real - the reality of who we areThe Ideal - who we would like to be. The Gap creates a tensionProducts are purchased because they are consistent with either self. Many products appeal to consumers tendencies to fantasize about the way we would like to be poses executed in pastels, with soft focus and haloes of light and color create highly romantic images of feminine beauty and purity.

Multiple Selves

consumers are different people at different timesWe play different roles - in class or at workDifferent selves have different consumption patterns

Clairol permits you to explore and express the full range of your multiple selves

Which Library does she work at?

CONSUMPTION AND SELF CONCEPT

Consumption of products and services contributes to the definition of self.

Consumers exhibit attachment to products to the extent that it is used by the person to maintain his or her self concept.

HELEN de ARAGORN

Gender Identity

What does it Mean to be a Man in Our Society

• Men never cry• Should not show emotion• Not quitters• Physically brave• Independent• Heroic and patriotic ideals• Adventurous• Shaving• First day at work - earning a wage• Initiations• tough• Courageous• Drinking• Physical strength• Sex

This Pirelli image of Carl Lewis wearing red high heel shoes challenges the conventional view of black male athletes as being ‘super-masculine’

Depiction of Women in Ads

1950s - mass consumption in high gear, TV ads idealized the woman as the guardian of the home, and the man as the bread winner. Men were shown as endorsing their wives choices of products.

1960s - educated women started exhibiting their discontent with the depiction of women in ads. Armed with diplomas and new sophisticated birth control methods, they demanded for the right to have both career and family. The great social change in the sixties allowed a variety of depictions of women: sex kitten, nurturing mother and independent working girl. Men become consumers.

1970s Advertisers in the nineteen seventies realized the changing roles of women, and so they used such issues like woman's lib, ethnic heritage, and critiques of capitalism to sell their products. Advertisers realized that not just white people were buying products. Ethnic people were placed in advertisements.

1980s independent woman.

1990s 2000s

She is a "multifaceted success machine”.

She is a nurturer and a seducer.

She is the twenty-four hour a day woman, and she never sleeps.

Men are domesticated. Sex objects

Matel, the makers of Barbie, sued The Body Shop, UK for this ad. They withdrew it and settled out of court.

BODY IMAGE

Ads appearing in popular teen magazines promise to transform a girl’s appearance. While these ads are designed to encourage a girl to use make-up and dieting to look acceptable, they can undermine her self-confidence and contribute to negative body image

Girls are usually more concerned with appearance than boys because they have been socialized to overemphasize appearance

One study of Saturday morning toy commercials found that 50% of commercials aimed at girls spoke about physical attractiveness, while none of the commercials aimed at boys referred to appearance

Other studies found 50% of advertisements in teen girl magazines and 56% of television commercials aimed at female viewers used beauty as a product appeal.

One study found women’s magazines have 10.5 times more ads and articles promoting weight loss than men’s magazines did.

Bulimic Barbie

The latest addition to Mattel's best-selling fashion doll range has caused near-riots in toy stores as children and collectors alike rush to pick up their very own Bulimic Barbie.

The new doll, complete with a fridge full of ice cream, chocolate and cake, is the epitome of doll technology. "Look at this," squealed mother-of-two Dawn Galway, 31, activating the toy's realistic gag reflex by pushing its hand into its mouth. "Isn't that the cutest thing you've ever seen?" she asked, as the synthetic vomit gushed into the tiny basin.

A Mattel PR spokeswoman said: "Mattel have an ongoing commitment to fans of Barbie to keep her relevant and now. Market research indicates that many young girls are developing a fascination with bulimia and other eating disorders, and this new doll reflects that." Barbie enthusiast Kylie Holridge, 10, said. "Now, with Bulimic Barbie, I know just how to get that perfect thin figure.

Kylie's elder sister Jodie, 13, said that Barbie has inspired her quest for a slimmer, trimmer figure since she was nine.