Identities and Consumption (Studio Work)

What is identity?
Identity is what a person or a thing is. The characteristics and personality- the general things that make someone/something, a thing.

What is consumption?
Consumption is the process by which goods and services are, at last, put to final use by people. Involve things that are used

Capitalism- Mass Production- Consumerism- Commodities

-Goods= Identity?
How are we persuaded to acquire goods or services?

10 Brands that you buy into:

-Adidas trainers
-Crunchy nut cornflakes
-Urban Outfitters clothes
-Mac makeup
-Aldi
-Macbook
-Nutella
-Dominos pizza
-Uber
-Instagram app

Chose one- why does it specifically appeal to me???

-Mac makeup; I used this one over other makeup brands because the foundation is the best I have used out of all other brands since I started wearing makeup (early teens). I specifically use Mac studio fix as it stays put all day, and is buildable which is useful if I want a more natural look (coffee date) or a more heavy look (a night out). Mac also allows the customer to get matched perfectly to the shade that that is best for them.

I have been using this foundation for 1-2 years in the shade NC 37.

We were set the task to look at a bunch of adverts and identify the audience, message, how they promote the needs and how they form an individuals identity.

Ou group was given a set of Nike adverts:

1.

-Audience: Aimed at runners

-Message: To promote them to buy the shoes, they are better than all others

-How do they meet/promote needs: Make the runners feel confident in them, that they'll run better in them
-How do they play into or form an individuals identity?: It'll make them look sporty; 'look at me im a runner!'

2.

-Still aimed at runners
-Running makes things better, you can run from everything!
-Self esteem and achievements
-Running from things to relieve stress???

3.

-Aimed at the ameture basketball players
-That anyone can wear them, you don't have to be an amazing basketball player to wear them
-Love and belonging, community
-If you wear them, you are a basketball player

4.

-People that are more rebellious? People that would need more firm shoes for certain things e.g. running from the police or something. The specific add shows a women activist
-Inclusivity
-Respect and confidence
-Make them look more rebellious and crazy

5.

-Aimed at nerdy people
-Even nerds can be cool and wear Nike shoes!!!
-Nerds can b respected
-Make the not so-cool kids, look cool?

6.

-Late 90s/2000s aesthetic, aimed at the cool kids from that era
-The message is that you can be like Michael Jordan if you wear Nike
-Belonging
-Plays into the idea of supporting Michael Jordan

7.

-Everyone, basic needs; comfort.
-Promoting the new Nike Airmax
-Safety/comfort/health
-Wear these and you'll be comfy and cool

8.

-Aimed at everyone since its about equality
-Nike believes in equality? shows that they are good people/a good brand
-Self- actualization, respecting others
-If you wear the shoes, this is what you believe in

9.

-Female tennis players
-The message is that women are just as good as men at sports
-Confidence
-That you believe in equality

10.

-Aimed at everyone, shows a middle eastern girl skateboarding
-Nike isn't aimed at just a specific type of person/ethnicity
-Esteem and belonging
-Still focuses on equality