1. The Self
Chapter 5
Sessions 7-8

2. 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

3. The Self-Concept Self Concept: Social Comparison:
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)

4. 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

5. Bridging Gaps b/w Actual & Ideal Self

6. Effect of Cultural Environment on Self-Concept
Symbolic 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 Self
The process of imagining the reactions of others toward us
Self-Consciousness  Useful to marketers
A heightened concern about the nature of one’s “image” & “social desirability”
Results in more concern about the appropriateness of products and consumption activities

7. Social Desirability
Smart husband (even if he looks like her dad) is highly desirable
Made possible through HBL EasyLoan!

8. Way to Husband’s Heart – Vivel Soap

9. Example of Self-Consciousness
How ads exploit self-consciousness especially in some women (who are more self-conscious given social pressures)

10. Ad criticizing the need to ‘conform’ to what is socially desirable
But socially desirable may not be personally desirable; this ad criticizes the need for conforming.

11. Consumption & the Self-Concept
Products help shape the self; they define your identity to others
People 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 Congruence
Consumers demonstrate consistency between their values and the things they buy
Self-image congruence
Products will be chosen when their attributes match some aspect of the self

12. Raymond: The ‘Complete’ Man
Suitings that complete you

13. Swimwear consistent with Islamic values launched by Nike
Burkinis are congruent with your values as opposed to bikinis (which were inconsistent with your values)

14. Sex Role Portrayals
Sexual 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 & women
Media reinforces society’s expectations by portraying stereotypical gender roles & characteristics present in society & influences us to conform to these stereotypes in order to be accepted
Many 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

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

16. Reinforcing gender stereotypes in the West

17. Challenging Sex-Typed Traits?
Men aren’t supposed to care for their ‘beauty’ or skin fairness!

18. Effect of Beauty Ideals on Body Image
‘Body Image’ is a consumer’s subjective evaluation of his or her physical self
Products & 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 accepted
Skinniness in West; Fairness in Sub-continent; Big eyes in Far-East
Can be very harmful (esp. for women who try to conform to these ideals)

19. Ad highlighting unrealistic expectations

20. Dove’s Campaign for Real Beauty