Study Task 4- Identities and Consumption

This Is Your Lifestyle: Self Identity and Coherence in some English and Spanish Advertisements by Robin Warner 

exegesis- critical explanation or interpretation of a text, especially of scripture.

-The way he talks about the way advertisements suggest products attribute to the image of the self, commodities become part of our identities, the identity of self is perceived through the eyes of the individual and others. -Coherence is being logical and consistent within the discursive structures of language. 
-Nobody can question you if you have your own opinion, hence why we should write our essays in the third person as you can challenge theories.
-Ads often play on the modern sensitivities of the self, removing risk acts as a selling point for example with the haircare products and water advert 'Think Of Your Kidneys'.
- Role model helps secure the message especially when you just have a strap line. 

Idenitity and Consumption - Jansson Boyd, Cathrine V (2010) Consumer Psychology 

-Multiple identities are what we all have when fitting into different roles we may have, for example in the morning you may be a mother of three and during the day you may be a lawyer, you may also occasionally collect for charities and so forth and act differently according to each situation, humans usually try to just identify one character in someone as we seek to simplify.
-Identity is the subjective concept of how an individual views themselves.
-People categorise and compare to figure out who we are as individuals, material possessions can often attribute to social categorisation

-Social comparison is about how people learn about themselves by comparing similarities and differences to others, this is often driven by a need to maintain and increase self esteem.
-Downward social comparison makes us appear to do better as others are doing worse.
-Upward social comparison can be damaging as you compare yourself to others who are arguably more desirable which can result in feelings of inadequacy, especially for example women who look at models and other 'desirable' female figures this may have serious effects on their body image.
-Brands and products can be transformed into symbols and in turn become ways of communicating with others.
-Group memberships are identified and justified by outsiders, acknowledging this group favours certain brands and services which give them a group identity, consumption signals they belong together.

- Self discrepancy theory explains why people become unhappy with their physical appearance, it proposes there's three types of self schema
Actual Self- The way people are at the present point in time
Ideal Self- The self that we aspire to be
Ought Self- The way we think we should be