The idea behind this literature is forming the basis of my concept, showing the target audience what products really mean to us and how our thinking is irrational...
"Beer would be enough for us, without the additional promise that in drinking it we show ourselves to be manly, young at heart, or neighbourly. A washing machine would be a useful machine to wash clothes, rather than an indication that we are forward-looking or an object of envy to our neighbours".
Example of Coca Cola, appealing to the aspirations of women and supporting them in their constant battle for empowerment
it is argued that 'needs' are formed by the social environment, It is this cultural context that cause people to conduct themselves accordingly, internalising the thought that your self, your personal relationships, your success and your image all depend on your consumer choices. Establishing the foundation for our current thinking.
E.g...... Product / What the consumer see’s
Illustrational/ Graphic image representing the advertisers play on emotion.
Idea // Using certain advertisements & products, I plan to create a range of perceptual installations that will display the advertisments and their social impact, along with a publication that will demonstrate my understanding of the contextual side of the topic in relation to my installations.
In conclusion, I want to show how advertisers are using psychoanalysis to influence and manipulate consumers, preying on their ambitions, relationships & motivations, Rather than focusing on their logic. I’ll be doing this through the very appropriate medium of Perception. This gives me a chance to experiment in a new field of design and also challenge my capabilities.-
Deliverables; Subject; Focusing on the irrational thinking of consumers, developed by the advertisers understanding of the human mind. Appealing to the consumers emotions rather than their logic. Direction; Develop various installations focusing on Products & their underlying messages, aimed toward our emotions. I’ll also be producing a publication that will discuss the installations and their relevance to the human mind...E.g. The Id, Ego & Superego.
Related and Important information....demonstrating how advertisements are appealing to emotion rather than logic... This BBC World Service ad features a stirring story of an adventurous, unflinching woman boldly defying authority in far-off Zimbabwe. The BBC isn’t just inviting you to enjoy its radio programs, it’s inviting you to join their revolution. The ad skillfully demonstrates the BBC’s international reporting chops, but the primary selling vehicle is identification. The BBC boldly proclaims its rebellious passions in hopes that you share those feelings and see the BBC as a friend with a vantage point like your own. Some ads do double duty, achieving both a product feature and an emotional marketing sell. This eye-dazzling PlayStation ad builds the customer’s ego by showing him as an ultimate competitor winning the battle, but it also clearly makes the product feature point that it is the ultimate multi-player game. Why does this stuff work on us? Because these ads aren’t really about products at all. They’re about how we want to feel about ourselves. The products are the touchstone that trigger the feeling. If I secretly believe I’m a bold adventurer, my brain is already hard wired to admire any person or product that claims to be like me. This Dunkin Donuts ad is custom made for people who love eating at donut shops and still want to feel healthy and smart. Sure, the sandwich is overflowing with cheese and packs the carbohydrate wallop of two slices of flatbread, but it’s made with egg whites. It must be healthy, right? Our deluded little brains want to believe its true, so it’s just a short leap for Dunkin Donuts to convince us. Most products are a blank canvas waiting to be painted with emotion. Sure, some products have clearly superior attributes, but they are the exception. For every major product category, customers usually have a firmly established brand preference. Incremental product improvements usually won’t convince them to abandon their current brand preference. If your product isn’t substantially better, then your best bet is to fully utilize emotional marketing and build upon the customer’s deepest beliefs.