It's not WHATyou know its WHO you know


Social class has become an ever changing definition of prestige amongst British society. It was once the formation that set apart cultures and societies so everyone knew their place. The higher classes of course were all for social class as they help a higher social standing than that of their lower class associates. Holding a higher social class meant that you had money, a nice house and a good education. Whereas if you were of a lower class you worked to get by, sent your children to public school and had a house that was.....Humble...to say the least., However there are many variable to determine social class, such as income, family background and occupation. The perception of status is an illustration to portray prestige and social standing amongst society.
Solomon suggests that social class is 'determined by a complex set of variables, including income, family background and occupation.' (Solomon, 2006). Although this may have been true to previous years it is somewhat easy to change social class, whether it is through a promotion of a new job or marrying into a higher social classed family. When a child is born they inherited the class of their family however due to many couples either being separated or unmarried the child may then belong to more than one social class and value themselves to their closest parent. Meaning there is room to change social class where as in some cultures and societies the class you are associated with will be carries on for many generations to come.
A prime example of division in social class amongst education was in schools; if you went to a public school you tended to play football as a sport or hobby and were part of the leagues in your bourough. Whereas if you went to private school rugby was their sport rather than football. I find this ironic as in society today rugby players get paid a marginal amount in comparison to that of a football player, this could be argues is a reflection in class of the sport as glory (football) or fine participation (rugby)


Although this applies more to previous years in Britain, older generation still use social class as a divide between themselves and others “Until the 1980s the concept of social class, linking economic role, social identity and political affiliation, was almost unanimously seen as central… in the UK” http://www.ucel.ac.uk/shield/docs/notes_class.pdf . With social class comes an air of stereotypes. People perceive certain people to belong to a certain social class depending on their age and profession. Those who work in supermarkets or do laboured work are seen to be from a lower class as they are not classically trained in their field of work. 'A person's occupation tends to be strongly linked to his or her use of leisure time, allocation of family resources, political orientation and so on, this variable is often considered to be the single best indicator of social class.' (Solomon, 2006). However nowadays a plumber can earn three times the amount of someone from a skilled profession but they are seen as “blue collared workers” and a white collared worker is that of either a lawyer, doctor...someone who has been professionally trained. http://www.alternative-energy-news.info/white-blue-green-collar/

Social class comes with duties to act and portray you in a certain manner; however it is these mannerisms that make the mixing of social class somewhat uncomfortable. This comes to everyone “knowing their place” in society and not talking out of turn.
Social class is put into bands as such:
A B C1 C2 D E


• A – upper middle class
This is someone in a high managerial role such as a CEO of a company or Director.


• B - middle class
Someone who has trained professionally, could be a lawyer or consultant

• C1 – lower middle class
Consists of jobs at a Junior Manager level


• C2 – skilled working class
This category consists of manual laborer such as construction workers and plumbers.


• D – working class
Slightly or unskilled labourer


• E –lower class
Unemployed


Marketers use social class as a platform to appeal to their target audience, this is where associated brands come from. Higher end brands hold a prestige of the higher classes as they are the people who are supposed to use and of course afford them. On the other hand classes have meshed in this category as the lower classes now aspire for those high end products. For example when looking at expenditure many of the lower classes don’t have the opportunity to spend money on desirable product. Therefore marketing companies know there is no point promoting a product to lower classes if they cannot afford it. When researching buying behaviours on Netquest it was clear that those of higher social classes spent less on cosmetics in a month in comparison to that of lower. However it was mostly the younger generations that spent the most. See for yourself...

However when focusing on the buying behaviour of purchasing a car this differed rather dramatically...

When watching adverts it is clear to see at what class the advert is aiming at...

Gucci....

Waitrose...

http://www.youtube.com/watch?v=PVbPdU1Vds0

Lambogini..

http://www.youtube.com/watch?v=Zq6KenKlRJg

Those adverts are being aimed at those with a higher class as their products are seen as expensive.

New Look...

It could be argued this advert is almost mocking higher social classes.

Tesco...

http://www.youtube.com/watch?v=ES-tK_nhs1o

A Corsa....

http://www.youtube.com/watch?v=p9AKW6T6Yog

These products are aimed at those who are more working classed, although certain bands of these products may be seen to be expensive (like a car!!) through saving and payable finance it is more affordable.

x...Reflection on Blogging...x

x...Final Reflection...x

Blogs are usually maintained by an individual with regular postings to which attract more followers, however can also be used as a marketing tool. Most blogs provide information about a certain topic or subject. A blog will usually consist of images, videos and links. The interactive element of being able to leave comments widens interest by using other sources which are readily available to the reader. Whilst trying to research users of blogs a sight was found to which measures blog usage according to topic, from lifestyle and living to entertainment. They are “proud to count some of the web's best amateur and professional writers among our global membership of more than 3000 writers” (Technorati, 2010), showing a vast database for blogs from all genres. This is a clear illustration to the popularity of blogs and how it could be argues it starting its own culture.

Blogs help as a teaching aid because it gives the chance to reflect and explore knowledge that is gained over time. Unlike that of an assignment or essay the visual aids and sounds within the blogs make it increasingly intriguing to read. This way information is captures for longer and a better understanding of the subject at hand is taken. It was also a “positive way of getting feedback” (Brassington, 2007), a way in which the hard work put into the blog can be opinionated by others, therefore resulting in the consumption of knowing whether your thoughts and interpretations are on the right track. Which will be beneficial to the “blogger” in the long run to which best engages people.

When first attempting to use the blog it seemed somewhat complex however after some getting used to it was extremely easy to use and quite enjoyable. Once the foundation of layout had been set it was then easier to insert images and videos in the most desirable places. It also has intelligent shortcuts due to blogger being a business arm to Google, you are able to copy image URL to your blog straight from Google whilst choosing the style of layout, and size of the image.

Using the blog was exceptionally beneficial as a learning aid, it gave the chance to reflect what had been learnt in severe depth and gave the opportunity to gain secondary research sources to which interested the individual.Also the fact that it could be read by anyone increases the intensity to do it well.

As the risk of repeating yourself was very much a factor throughout the blog. The aim was to engage the reader and want them to read on further. Sometimes when adding a picture that was considerably bigger that the size of the font it then made the font extremely large meaning you then had to go back and reformat the entire blog, which became tedious. overall i thouroully enjoyed the experiance and may even se it in the futire rather than just note taking. plus its more fun this way :)

Our values are the things that shape our behaviour and sometimes buying habits. Consequently there are many areas in our lives that can change or enhance our value. This could be your cultural surrounding, your religion or the respect of what your parents want them to be reflected as within you, their son/daughter. Solomon suggests that values are “defined as a belief about some desirable end state that transcends specific situations and guides selection of behaviour” (Solomon 2006). As we grow older we tend to have clearer ideas about what the future holds and set out to find it in the best way suited for you. However certain routes paths or sacrifices that need to be taken may not live up to the values to which you hold. Also to what is accepted socially within your society. From when we are children we are praised when something is done right and punished when something is wrong. This is a core foundation for entering the adult world as ignorance and naivety are no longer reasons for wrong doing.

Marketers can use the assessments of values within certain groups in order to establish the desires in their value systems. Through this they can promote a product specifically to that group in order to achieve a better outcome. Also when people are true and rather strict with their values they may see it as a must have, This ties in to group behaviour as when a sequence of attributed are shared by many it could be argued become compulsory to think and feel the same way. On the other hand marketers also play the risk of misinterpreting a set of values and approaching the group in a stereotypical manner. Within a family they tend to hold the same values but may have differed beliefs. I believe it is the strength in the foundation that is built around that has the most influence on values and decisions.

The theorist Khale came up with a desired list of values (1983), in it portrays the definitive importance of different aspects in someone’s life. This could be the way in which they wish to portray themselves or it could be the value system to which they were brought up on.

• Self-respect - The appreciation of yourself before having to address others.
• Excitement - The ability to enjoy yourself and look forward to something.
• Being well respected - Having recognition for something you have done well in your life to boost self esteem.
• Self-Fulfilment - Feeling as though you’ve made a difference in life
• Sense of accomplishment - A feeling of achievement.
• Warm relationships with others - Feeling accepted and loved for who you are
• Security - The knowing that you are secure in love life and finance without stress
• Fun & enjoyment
• Sense of belonging

The approach was taken of Maslow’s Hierarchy of needs, within the lecture we were then asked to place the order in a list of priority (the first being the most important!), it was interesting it see the changes and difference of opinion amongst my class. Although in some way everyone wanted self recognition, it was clear that deepening on our upbringing and countries of origin altered our opinion on what is important, Of course with no right or wrong answers.

We were then given a picture with four animals on it, a dog, an elephant, a parrot and a lion. We where then asked to put them in order of preference. At first the test seemed as though it was to see our perception of certain animals due to their appearance. It was however to evaluate the way in which we see and perceive our self and whether that is then reflected onto others in our daily lives. The order I put these animals in was Lion, Parrott, elephant and dog.

The animal that we chose first was to illustrate, how we want others to perceive us. As I chose a lion this shows that I’d like people to perceive me as being dominant, influential, critical, fearless independent and practical. I feel as though this suited me perfectly, as I am quite a sensitive person through portrayal of being more authoritative it then gives me the chance to embrace it.

Then how we believe we are perceived by others, for this I chose a parrot. Due to the structure of the experiment it suggest that people see me as, vivacious, fun, free-spirited, popular, passionate and loving. I believe this also applies perfectly to me as my social circles and family know that I am up for a laugh (like really up for a laugh hehe) but when it comes down to doing what I have to do it will be done.

Thirdly is, how we would like others to perceive us in the future to come, which choosing an elephant means that I want to be seen as broad-minded, passive, strong, calm wise and pretty much just being sensible. I feel as though looking to my future as a professional this is exactly how I would like to be perceived.

Finally, how we essentially want to be in our lives. Not through influence but how we truly perceive ourselves. The dog represents that I want to be faithful, loyal, friendly, gracious, protective, hard-working and loving, Which again illustrates the values to which I would like myself to live upon for the sake of my family friends and most importantly myself. Without maintaining your value and sticking to what you believe in how one can even contemplate commenting on others or teaching the people around you to hold the same strength.

I also partook in a VALS test...check out my results below!

This means end chain model is an approach to which incorporates personal values, it shows how “very specific product attributes are linked at levels of increasing abstraction to terminal values” (Solomon 2006). Terminal value is the end result to which a decision has been made. Through the process of laddering, actions that combine with a consequence are sought after and understood by an individual. Through research marketers can then create a hierarchal value map to which they can measure how a product will end up as an end state, for example the purchase of new jewellery would be the product and the terminal value to make you feel a little specialJ through self gratification.

In order to establish stages of the ladder just ask why? Solomon exemplified the fact that someone may drink light beer (WHY>), to maintain control of conversations and self through not getting drunk (WHY?) to not make a fool of himself, (WHY?) due to being he can have more engaging time with friends making his terminal value the acceptance in his social circle and maintain better friendships

x...Memory and Nostalgia...x

Memory + Nostalgia

Each individual has a certain way of maintaining and capturing precise information whether it be learning to drive or revising for a school project. Memory “is a process that requires information and storing it over time so it will be available when needed” (soloman, 2006). Our memories are the foundation that makes us, us, from social influence to what you like and dislike. It has been argued that these various styles of learning can influence the way in which a person performs in their daily lives. Whether this is processed occurring in a passive or active manner depends on the person but research shows it can be beneficial in a working environment or academic.

There two main behavioural learning theories that are used by psychologists to determine the learning process which is compromised or changed due to external factors. Classical conditioning is when a personal learns through the association with something else. For example a brand logo to which we associate with said brand. However relativity is the key as the information may change over time but to be ineffective to us an understanding must be made, For example what is expected of you as you grow up. http://www.eruptingmind.com/pavlov-classical-conditioning-theory/ stumbled over the website and although somewhat basic found it informing. Have a look!!

Operant condition is the process to which learning is encouraged and enhanced by a reward system. I feel as though this would be best suited for primary and higher education students. The ignorance of children mean that they can be rather easy to amuse therefore would appreciate a point scheme and reward system. Like that of people in further education they tend to still enjoy learning and proceeding to a university level show you are on a certain path so through reward it would be appreciation for wanting to do better. Many supermarkets and retails have adopted this operant condition through using a points system...basically the more you shop the more reward. This holds a basis for people to return to a certain brand or store as they know it will be more beneficial to them in the long run.

This also shows how Conditioned associations are vital when it comes to ensuring the development in brand equity. Through a brand having stable and positive association a customer will remember this and enhance their brand loyalty in the trust that they will not be let down.

When a brand has an association with something people combine the two aspects to create the product

The top end designer brand Fendi is associated with elegance and grace:

Adidas is associated with originality and colour: http://www.youtube.com/user/adidasoriginals?v=yNOA3Veod8s&feature=pyv&ad=4876455392&kw=new%20adidas%20advert - I LOVE this advert...and check out all the celebrity endorsements.

A Porsche is associated with self fulfilment and wealth

Memory Process

There is a process to which the human mind receives and sorts information.

In order for this to be a solid process the brain would have been trained over time to receive the external factors. It is then accepted, then stored so it can be referred to at a later time.

Nostalgia is the feeling to which “a wistful desire to return in thought or in fact to a former time in one's life, to one's home or homeland, or to one's family and friends; a sentimental yearning for the happiness of a former place or time” (dictionary.com). If someone had moved from one country to the other the smell of a native dish may bring fond memories of their time back home. Also is had a friend who was once dared to eat a tab of butter during a family game and 8 years on she still cannot eat or even see butter!! If a marketing team can capture our senses or play on nostalgia it can be extremely profitable and rewarding, Not only does this give the individual a remembrance of a happy memory but also makes them feel as though the product connects with them on a more personal level. However as Solomon suggests theres a chance the memory could be a 'a bitter sweet emotion, where the past is viewed with both sadness and longing.' (Solomon, 2006)

Music from when we were younger (old “skool tunez” as I like to call them hehe) brings a sense of remembrance and reminisce. I always found it fascinating how many of my friends could easily write down the lyrics to their 10 favourite songs by heart, but ask them to try remembering their favourite page from a book!! It’s our acceptance of the feeling the listening of the music gives us and is therefore arguably programmed into us. Like that of a famous quote that brings special meaning can be recited without thinking about it. This shows how things that are familiar to us can easily desensitise us to do and remember things naturally.

When we feel nostalgic our moods can be heightened depending on whether the association is negative or positive. Ideals a nostalgic type of advert would life someone’s senses resulting in them wanting to treat them self to the product at hand. Also on a more personal level our body language and the way in which we approach those around us may change, if a bad memory occurs there body language may change by their arms becoming crossed and seem distant as they ponder on said memory.

My Mood Board :)

The T-Mobile Dance

x...Gender Response...x

“We are who we are because of everyone”

Apart from the obvious differentiation between men and women there are also social and mental factors that affect our decision making and perception. Within the lecture it was an exploration to see whether certain adverts and magazine ads are aimed at either men or women. Depending on the sex who is receive the encoded message of buying the product it was found that women paid finer detail to the specifics within an advert where as the men only looked to it as a whole.

When an experiment was conducted to see whether it was the regular buying habit, brand loyalty or the appealing advert advert in particular. it was found that amongst the men who were with us many didn't notice the finer details. so were they really appreciating the way in which the marketing world was trying to capture them. or is it plain simple and straight to the point campaigns that really capture a man??? The image was of a well laden room, it could e argued resembles that of something you’d find in a presidential suite. We were then allocated a small amount of time to consume the image and write down everything we saw. Many of the women in the class specified things that the men had no clue were there, the tall lamp in the foreground, or the tapestry on the wall. However there was an anomaly in this experiment. As we were sent in groups to conduct our own experiment it was the men who were specific in their findings. “Males displayed much less accurate results than females did”

However, after talking to the male participant after it was found that they attempted the task as more of a challenge rather than an observation. This also shows that men are allot more competitive than women and when approaching the task to compete against a friend they consciously search for more things than their brain would normally notice. Research also showed that women appeal better to bright colour.http://www.post-gazette.com/pg/06256/721190-114.stm the article shows that some women hold the genes to see 4 spectrums of colour rather than the usual 3! Showing that without even necessarily trying the women will pick up on more detail.

Schiebe and Condry (1984) carried out Research was carried out research to determine the varied gender responses. They analysed advertising to whether the values within the advert different when a specified gender was being appealed to. They found that adverts aimed at women, tended to concentrate on beauty, the family and formative years. In comparison to that of advertising to men which valued aspiration and manhood. This can also be argued to be a reflection on society today.

However nowadays children are become increasingly more aware of messages in marketing. When charities try to receive donations, they try to play on our human nature of emotions, by using the small abandoned child with the big blue eyes:

Women tend to be affected by this as they hold a maternal instinct to help people where as the men in our class who found watching charity ads somewhat tedious and boring!

Conclusively it goes to show how the formula that makes us unique as individuals is a result of what we are exposed to in our lives, also the way in which men and women read marketing communication whether determined by colourful packaging.

http://www.youtube.com/watch?v=UsfNXj9s-iY

Or an inspirational figure to which one would hope to be some day whether than be in the form of a desired physique or the aspiration of that new car they’ve always wanted.

http://www.youtube.com/watch?v=krhB_An8fT4&feature=related

these adverts in some way merge the two genders responses for the first time in my research as a sexual essence is used in both showing that both men and women respond to sexual references.

Oxo Gravy Granules advert 1990

The Family Cycle

The Family Cycle

Your family is the first step to form your social foundation. Your parents are those who give you your features and can mould your personalities, in term if the life cycle although it can differ for everyone society has created a perception to which is expected of you once you reach a certain age, now a day’s women are more likely to commence in their career rather than be the stay at home makers like that of previous years. However this doesn’t take away from their maternal instinct.

Nuclear Family...

A Father, Mother and children all living together under one roof, could be argued is society’s expectance. (Just like The Bill Cosby Show hehe)

Is also seen as the best environment for a child to brought up in (but in whose eyes)

The Extended Family...

A “regular” nuclear family along with other relatives, including older generations such as: Grandparents, aunts and uncles that all live together. Tends to be an increased family atmosphere.

Family of Orientation

A family in which an individual is born into and therefore associated with.

Family of Procreation

The family gained through marriage to another person, mainly “The In Laws”. This usually tends to bring a knock-on effect of guilt and therefore parties of the situation who have had the least control (the children) tend to be lil’ more spoiled.

Although these titles do not apply to everyone in society from a marketers prospective it gives an insight to their target market and and the best way to approach them. Although the nuclear family may not be as openly happy as the Cosbys’ they are seen as society perfect product. As women want to work longer it isn’t always the father that is the prime bread winner. Latchkey kids are known as children who have to full time working parents. The term is due to them having the freedom to come and go as they please, using their own key when they want. On the other hand more and more men and taking on the role as stay at home dads! I exclaim because there was a time where this was a demoralising sign on weakness. “As a result, the number of men who stay at home to look after their kids, because their wife is earning more, has risen 80% in 15 years. In 1994, there were 120,000 men who stayed at home with the kids, which has risen today to 214,000” http://www.walletpop.co.uk/2010/02/01/women-breadwinners-and-stay-at-home-dads-the-trend-of-the-reces/

http://www.youtube.com/watch?v=fPT9d_koZMw

Divorce rates and the occurrence of lone parents also plays at factor in the products that marketers once appealed to families as a whole now has to find a more unique way to appreciate their situation in the promotion of the product. For example using price to appeal to single parent homes as there is only one income or products for two...without being for husband and wife. http://www.singleparentcenter.net/single-parenting/home-buying-programs-for-single-parents.html.

Families are a core target audience from many companies and therefore need to be appealed to accordingly. Families can vary in the amount of children that they consist of so first they must evaluate consumer need, then enhancing their want. This can be affected from economy sized products to putting 6 hotdogs in a tin rather than 8! This also enhances consumer involvement if customers have the option to contact the company.

http://www.youtube.com/watch?v=m08e59O8vJI

Wells + Gruber 9 stages Theory!!

1 – Bachelorhood

Connotes a young person who is single and fancy free!

2 - Newly Married

The start of new beginnings for a young couple

3 - Full Nest 1

Familes with small children and one breadwinner

4 - Full Nest 2

Families’ whose children are at the age to use pester power, whilst both parents are still able to return to work

5 - Full Nest 3

Families with children in further education, therefore parents have more free time.

6 - Empty Nest 1

7 - Empty Nest 2

Same concept as 3 or for, jus WITHOUT children.

8 - Solitary Survivor 1

A widow/widower with a regular income

9 - Solitary Survivor 2

A widow/widower without a regular income.

This is also a good revelation to who may be key decision makers in the family. Children are very good at getting their parents to get them what they want. No parent wants their child to go without!! It’s part of human nature to want to fit in. Therefore marketers tend to aim at children as they can be extremely persuasive. However those who have a classical view on family will allow the man to take charge and take responsibility for the decision making process, on the contrary many families leave it up to the woman to handle finance and the decision making. The modern family is exactly that, modern. And like that of something modern family structure moves with the times.

Advert for the Family -http://www.youtube.com/watch?v=oWM3PfcUyUw&feature=related

Advert for Dad! - http://www.youtube.com/watch?v=QINv6rebyTU

Advert for Mum!! - http://www.youtube.com/watch?v=-Ma0qmo_bdU

And JUST 4 FUN!! http://www.youtube.com/watch?v=SwrK-foCTaQ – this really made me laugh!

x...Charity Event...x

Help for Heroes raises money to support members of the Armed Forces who have been wounded in the service of their country. We ask our supporters to “do their bit” to show these extraordinary young men and women that they are cared for by us. Over a million people have responded to date and millions of pounds have been raised to buy much needed services that will aid their recovery, but we need more! So far, we have allocated almost all of the money we have raised in order to fund direct projects and support other service charities.

http://www.helpforheroes.org.uk/splash_what_we_do.html We are passionate about what we are doing and as far as we are concerned the sooner we can see results, the better

`

The most exciting task I've came across yet was the organisation and running of a charity event! when the task in hand was set it was very exciting as it gave myself and my group the chance top put all the theory that was learn over the months into practice. and boy did we put it into practice:) . At first the group had masses of ideas (not all of them realistic due to lack of funds) but what can i say we were excited!

In 2007 the charity sector consisted of 190,541 registered charities in the UK alone (Mintel, 2008),After choosing our chosen charity which was Help for Heroes we had to think of an event that was popular easy to access and cheap to run with a high profitable income. we opted to do a sponsored walk as charity events of this calibre has been done for years, quite successfully in the charity sector. From Cancer Research's Walk for life to the The Macmillan Trust. It was also found in focus groups that students like ourselves would prefer to actively take part in a charity event then to donate money, whether it be on a monthly basis or just in money boxes. therefore we saw a good business venture of the students partake and their over 30's parents and family will donate! Genius!

As a vice to kick start the marketing of the event we had to find out when most students would be available to take the time and understand the event. FACEBOOK! E-markeing was an excellent way to appeal to our desired audience as most students use the internet at least once a day. whether its because of checking an email from a lectures or checking on the social site status. Facebook allows you to set up an event page to which you can include all details of the day along with images and most importantly a RSVP system. this system would be both our hindrance and main source of promotion. although we had at least 30 people who said they were willing to come only 8 of us ended up doing the walk.

this was unjustly on our behalf as although we sent reminders but it wasn't the physical act of contacting someone face to face or on the phone. like that of the y generation we were very technology driven and felt that by maybe "taking it to the old skool" we could have gained more people. A Charities Aid Foundation survey showed that charities could be missing out on donations and volunteering time from young people because they are not communicating effectively with them. (2009: The year in Charity Communications) with the use of social networking this will in fact enable the group to reach this audience as according to Mintel reports (Social Networking Across The Age Gap – February 2009) men and women broadly use these sites especially with Facebook as it has a broader base across the age divide than of its rivals, it is slightly different in that advertisers can target campaigns based on the region and specific details on a Facebook user’s profile.

As a vice to kick start the marketing of the event we had to find out when most students would be available to take the time and understand the event. FACEBOOK! E-markeing was an excellent way to appeal to our desired audience as most students use the internet at least once a day. whether its because of checking an email from a lectures or checking on the social site status. Facebook allows you to set up an event page to which you can include all details of the day along with images and most importantly a RSVP system. this system would be both our hindrance and main source of promotion. although we had at least 30 people who said they were willing to come only 8 of us ended up doing the walk.

However we managed to raise just over £200!!!!!!!!! which made us extremely proud :) x the event was truly a learning curve and gave us insight into the true use of marketing communications and how important it is to understand the customer.

Once the event had been held, an exhibition stand had to be displayed within the university showing as much information of the charity and the outcome of the event. The location of each stand was drawn at random, therefore if put in a quieter location there would need to be something different about the stand that would draw people in. Sadly due to the location selected to the group, the area was in the quieter part of the university where less visitors and students pass through. Meaning that the group weren’t able to gain as many donations and attention as anticipated, however the outcome from the stand overall was a success, taking into consideration the location of the stand. the combination of the event and the exhibition was a perfect end to the whole task and would gladly do it again!!!!! Thanks to Gemma, Jenny and Lisa for making it that little bit more enjoyable and to help for heroes for their kind co-operation :):) and of course the donations and participants, smiles all round.

x...Groups...x

There is no smoke without fire when it comes to addressing stereotypes. However to place a group of individuals in a group that is somewhat degrading may be wrong but in some instances is embraced. This can also be approached from a marketers prospective by addressing these groups and a whole a promoting products to them which one day may be considered to be fad. If a launch or promotion can categorise these groups significant to the product it could turn out to be a rather good venture. When dealing with group behaviour they can be sought out through Groups and Reference Groups.

Solomon describes a reference group to be “an actual or imaginary individual or group, the term reference conceived of having significance relevance upon an individual’s evaluations, aspirations or behaviour”

It portrays how ones surrounding can depict their personalities and sometimes gel to a group of others like them, whether that be determined on the way in which they act or if their dress sense is categorised in an established group. It’s human nature to want to feel as though you belong so through individuals containing themselves in certain groups they not only stand stronger in their beliefs but no there is reference out there that there are others like them. These groups can be defined through education, work and even friendships. Whether in a negative or positive way group dynamics have the strength to thoroughly affect a person’s behaviour.

http://www.youtube.com/watch?v=paaWhiRHUXg&feature=PlayList&p=A6ED1FE02B46F5EB&playnext_from=PL&playnext=1&index=51

“We are all social animals” (Solomon 2006) through the observations amongst the group you are in you depict the way in which you should talk act and dress which can be argued takes away from personality. When considering purchases and recreational activities people sometimes look to their group for inspiration. Stanley Cohen’s Moral panics suggest that media can take a somewhat minor issue that has been made public knowledge and create an unjustly stigma around it, causing the public to be anxious and disconcerted due to the in-depth study of the theory in previous years it was clear how the devaluation of the Burberry brand and the creation if this moral panic effect social standing for both “Chavs” and those who enjoyed the brand.. "Chavs are often mentioned with regard to asbos and anti-social behaviour” http://news.bbc.co.uk/1/hi/education/4091478.stm. As “chavs” started to emerge the media portrayed them as being uneducated thieves resulting in many pubs banning them from their establishments as a way to cut down on crime. This also added to the brand devaluation of Burberry as, “The individual feels as though the purchase of a particular brand will show others how he or she wants to be”,( Solomon 2006). As a key component to being a “chav” was wearing as much fake Burberry as possible.

This use of a moral panic can also be used conversely. When the moral panic of, granny bag snatching “hoodies” came about, brands such as Nike and Adidas benefited from the media attention focusing on hoodies. The ban of “hoodies” in Bayswater shopping centre created a buzz of misunderstanding amongst young people however not in a derogatory fashion, but a more a sense of we shal prove you wrong. Sales of “hoodies” went up IMMENSLY. This could be argued was an unofficial viral campaign which took fear to profitJ. The radio clip is a great discussion of this and puts the irony of a moral panic and marketing awareness into play. http://www.bbc.co.uk/radio4/factual/thinkingallowed/thinkingallowed_20080227.shtml

In the 1940-50s Abraham Maslow created a theory of hierarchy. To which people unconsciously followed as a vice of belonging. It is a great reference when trying to understand personal motivation and development.

The hierarchy suggests that in life we have to follow these stages step by step in order to live in fulfilment. When the lower order of needs dealing in physical and emotional well-being are satisfactory we then concern ourselves with the higher order of needs that can influence us and effect personal development.On the other hand, if what was satisfactory to our lower needs are no longer there then, we are no longer concerned about our higher needs but rather concentrated on fixing lower ones.

http://www.youtube.com/watch?v=NZaklzYxZhA - Notice the girl in red!!

The Third Wave was an experiment to which the recreation of Nazi Germany and the Holocaust played a big part in an American history class. It was conducted by history teacher Ron Jones. It took place at Cubberley High School in Palo Alto, California, in 1969. Jones, unable to explain to his students why non Nazi German citizens sat back and watched all the pain and suffering of the people around them he instead decided to show them the best way he could, actively showing them. Jones said that at first he concentrated on simple things such as discipline, Jones named the movement "The Third Wave," (third wave always hits the strongest) concluding children from all over the school got involved and wanted to understand more. It was also clear that they would rather e part of a group rather than the odd one out. It was later turned into a one of TV special, fictional novel and later a feature film.

http://www.youtube.com/watch?v=iM7zC6aS4pQ - an in depths exploration from the man himself

http://www.youtube.com/watch?v=5N1kmqvJ-_s&feature=related - straight to the point interview.

This can make it increasingly easier for marketers to appeal to people as when 2 or more in a group are in support of something the others will normally fall into line. although in a passive manner it only plays on human nature of belonging and therefore people find themselves desiring things they had at once never considered. As illustrated in the adverts above (it was easier in the coinciding blog) through aimed at a group of people or showing group dynamics it encourages you to discuss it with a friend or start a trend.