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How far, and in what ways, is consumer culture a gendered phenomenon Discuss in relation to ANY TWO of the following topics: - Essay Example

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Name Date Course Section/# Abstract: The following analysis will seek to engage the reader with an understanding of the way in which gender and celebrity endorsements, as well as fashion, have effected a psychological and sociological interpretation of self worth and an individual’s place in society…
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How far, and in what ways, is consumer culture a gendered phenomenon Discuss in relation to ANY TWO of the following topics:
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How far, and in what ways, is consumer culture a gendered phenomenon Discuss in relation to ANY TWO of the following topics:

Download file to see previous pages... Introduction: It is without question that advertising and marketing heavily relies upon psychological instruments in order to integrate with the potential consumer. The fact of the matter is that advertising has become something of an art form in which marketers have sought to leverage various aspects of human psychological mechanisms as a way of convincing the potential buyer that they should buy a particular product or utilize a particular service. Although seeking to measure such a dynamic and marketing and psychological advertising would necessarily require a dissertation length response, this brief analysis will seek to engage the reader with an understanding of how celebrity within advertising works to create a more favorable impression with regards to the imagery and understanding of the product itself. Furthermore, as a means of performing such an analysis, it will be necessary to engage the reader with a discussion and appreciation for the means by which gender consciousness, social psychology, and motivation (as well as many subcategories of each of these) all work together to affect such an end in the minds of the potential consumer. ...
Due to the way in which fashion helps to quietly shape such an interpretation and engages tacit changes with regards to the dynamics between self identity, psychology, and further definitions of “male” and “female”, the second section of this analysis will be concentric upon a gendered understanding of the way in which the fashion industry and media have coalesced to represent unique trends; trends that have in turn fundamentally shifted and shaped the way in which the average stakeholder integrates with a gendered interpretation of current reality. Whereas one cannot simply interpret either of these mechanisms of societal interpretation as the more important of the two, it should be understood that globalization and a normative process of gender representation are equally represented via both interpretations/integrations. With this in mind, the following sections will seek to analyze fashion and celebrity endorsements as they both help to mold and shift interpretations of gender. Celebrity Endorsement and Gender: Likewise, the first of these studies which will be engaged with regards the level to which gender consciousness factors in to the way in which the potential consumer engages with celebrity endorsement and/or celebrity suggestion. Ultimately, the way in which the marketer seeks to portray overall consciousness within a product offering is almost invariably linked to an identification of self awareness. For instance, one article denotes that the celebrity endorser necessarily evokes from the consumer a heightened sense of self-awareness as a result of personal appearance, social class, or overall beauty and societal standing in general (Patra & Datta, ...Download file to see next pagesRead More
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