The Self

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The Self
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What is the Self Concept?
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72 of men and 85 of women are unhappy with at
least one aspect of their appearance
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Which of the following has caused you to have a
bad day? Skin Problems   (12)
Clothes you had on (11) How your hair
looked (77)   If you could make only one
change with your hair, what would it be? More
attractive color (3) Be thicker/fuller
(93) Less or more curly  (5)   At
which occasions have you wished you had a better
hair day? Wedding  (4) College/High School
Reunion  (1) Night out on the town  (12)
Business meeting  (3) Everyday  (79)
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Self-Esteem
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Self-Esteem Marketing
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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."
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The Real and the Ideal

• The Real - the reality of who we are
• The Ideal - who we would like to be.
• The Gap creates a tension
• Products 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.

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• Multiple Selves
• consumers are different people at different times
• We play different roles - in class or at work
• Different selves have different consumption
  patterns
• Clairol permits you to explore and express the
  full range of your multiple selves

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Which Library does she work at?
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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.

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Gender Identity
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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

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

• 80 per cent of the household dollar is spent by
  women

• The products do not need to be geared towards
  women since they control spending for their
  family's household, as well as for their own
  personal needs
• 70 per cent of men's underwear is bought by
  women.
• Studies continue to show that women control
  purchases of everything from household goods to
  investments and expensive consumer durables such
  as automobiles.

• According to a study by BusinessWeek and Gallup,
  women will control 1 trillion by 2010,
  representing nearly two-thirds of the nation's
  wealth.
• Canadian research has indicated women are not
  particularly impressed by firms seeking their
  dollars..

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Do companies generally meet the needs of women as
consumers?
Do women feel less valued than male
consumers? If so what can businesses do about
it?
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Depiction of Women in Ads
ROSIE THE RIVETER All the day long,Whether rain
or shine,She's a part of the assembly
line.She's making history,Working for
victory,Rosie the Riveter.Keeps a sharp lookout
for sabatoge,Sitting up there on the
fuselage.That little girl will do more than a
male will do.Rosie's got a boyfriend,
Charlie.Charlie, he's a Marine.Rosie is
protecting Charlie,Working overtime on the
riveting machine.When they gave her a production
"E,"She was as proud as she could be.There's
something true about,Red, white, and blue
about,Rosie the Riveter.
Redd Evans and John Jacob Loeb,"Rosie the
Riveter," (New York Paramount Music Corp., 1942
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In the 1940s, women were encouraged to help the
war effort by getting a job outside the home. But
it was family and country rather than money,
status, or power that they were encouraged to
toil for .
For whether she rears a family or mans a
rangefinder, a woman needs the physical support
of a good foundation." and "Amongst other
munitions of war, Berlei are still making
foundations.". 
November 1942
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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.
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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.
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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
Is it a mistake to portray women this way?
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BODY IMAGE
Is there an ideal body image?
A poll by Kelloggs found that 62 percent out of
a sample of 503 women over 18-years-old believe
that an ideal body weight and size do
exist. These women said the major factor
determining the feminine ideal comes from
television advertising or fashion magazines.
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• Ads appearing in popular teen magazines promise
  to transform a girls 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 womens magazines have 10.5 times
  more ads and articles promoting weight loss than
  mens magazines did.

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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.
Bulimic Barbie
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Matel, the makers of Barbie, sued The Body Shop,
UK for this ad. They withdrew it and settled out
of court.
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Kelloggs Special K cereal realized that
campaigns featuring young, thin models barely
squeezing into tight clothes alienated their
older audience, Our consumers told us they
really couldn't relate to advertising techniques
that used unrealistic body images. "They said
that they couldnt live up to the standards of
beauty dictated by advertisers."
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