Chapter 5Sessions 7-8

The Self

Outline of Topic Products & media play a great role in shaping our self-concept

We define & express ourselves and our personalities through the products we buy; many products have product personalities targeted to people who would find them personally relevant; people also shape their own personalities through products

Sex-role identity is reinforced by the products we buy & their advertising; media in fact reinforces these identities by portraying stereotypical roles present in society & influencing us to conform to these stereotypes to be accepted

Products & their advertising also greatly influence our perceptions of our own body image; they reinforce the ideals of beauty of our culture/society & create a desire in us to conform to these ideals

The Self-ConceptSelf Concept:

The beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities

Actual Self:A person’s realistic appraisal of the qualities he or she does

and does not possess

Ideal Self:A person’s conception of how he or she would like to be

Social Comparison:A process by which consumers evaluate themselves by

comparing themselves with others (particularly comparisons with idealized images of people in media & advertising)

Implications for Advertisers?Use self-esteem

communication appeals to create positive attitudes towards products by stimulating positive feelings about the self

Use fantasy communication appeals to bridge the gap between the selves

Bridging Gaps b/w Actual & Ideal Self

Effect of Cultural Environment on Self-ConceptSymbolic Interactionism

Stresses that relationships with other people play a large part in forming the self

By acting the way we think others expect us to act, we end up confirming these perceptions (self-fulfilling prophecy)

The Looking-Glass SelfThe process of imagining the reactions of others toward

us

Self-Consciousness Useful to marketersA heightened concern about the nature of one’s “image”

& “social desirability”Results in more concern about the appropriateness of

products and consumption activities

Social DesirabilitySmart husband (even if

he looks like her dad) is highly desirable

Made possible through HBL EasyLoan!

Way to Husband’s Heart – Vivel Soap

Example of Self-Consciousness

Ad criticizing the need to ‘conform’ to what is socially desirable

Consumption & the Self-ConceptProducts help shape the self; they define your identity to

othersPeople use an individual’s consumption behaviors to help

them make judgments about that person’s social identity

Symbolic self-completion theory People who have an incomplete self-definition tend to

complete this identity by acquiring and displaying symbols associated with it

Self/Product CongruenceConsumers demonstrate consistency between their values

and the things they buySelf-image congruence

Products will be chosen when their attributes match some aspect of the self

Raymond: The ‘Complete’ Man

Swimwear consistent with Islamic values launched by Nike

Sex Role PortrayalsSexual identity & sex roles are reinforced by the

products we buy & their advertising

Every society has a set of guidelines for the ideal behavior of men & womenMedia reinforces society’s expectations by portraying

stereotypical gender roles & characteristics present in society & influences us to conform to these stereotypes in order to be acceptedMany products are sex-typed (i.e., they take on ‘typical’

masculine or feminine attributes and are associated with gender)

Changing sex-roles & identities forcing marketers to reexamine their strategies

Reinforcing gender stereotypes

If she doesn’t fulfill ‘ALL’ her ‘kitchen’ chores in time, how will she be a good ‘mother’?

Reinforcing gender stereotypes in the West

Challenging Sex-Typed Traits?

Effect of Beauty Ideals on Body Image‘Body Image’ is a consumer’s subjective

evaluation of his or her physical selfProducts & their advertising also greatly influence

our perceptions of our own body image

‘Ideal of Beauty’ refer to a particular model, or exemplar, of appearance mostly set by our culture/society Marketers & media reinforce certain ideals of

beauty create a desire in us to conform to these ideals to be acceptedSkinniness in West; Fairness in Sub-continent; Big eyes in

Far-EastCan be very harmful (esp. for women who try to conform to

these ideals)

Ad highlighting unrealistic expectations

Dove’s Campaign for Real Beauty