Identity and consumption

identity - the fact of being who or what a person or thing is
-who you are, characteristics
consumption- the action of using up a resource
-waste etc
-capitalism

brands try and use your characteristics and self in order to brand so you can identify yourself with the brand

brands that I buy into....

Vans
Heinz
Ohh deer
Nandos
Five guys
Primark
Apple
Monki
Tiger
Pretty little thing

buying into an aesthetic - express their identity, construct a sense of who they are
brands potentially have to do more now to communicate

Maslows hierarchy of needs - when meets needs able to deal with creavity, problem solving etc, need to meet the basic needs first

nike advertisements

man vs machine-  men 20-40
running solves problems
safety and esteem

Michael jordan- 18-30
esteem - emulating hero's
celebrity endorsement - admiration for him as a sport player

maria Sharapova & li na- more aimed at women
to emphasise the importance of women within the brand - powerful sport players - can be successful as these women if wearing nike
esteem in the heirachry as its the respect of others and the achievement - with the women having been some of the best tennis players

back to the future- teenagers
product placement- in cinema - maybe friendship and family
safety

nike eyes 2018- ambition- morality within the context- making a statement on black people in America

pro hijab - self actualisation, selling an idea/culture

more about identity