What Are the Differences with Regard to Cultural Values Across Social Classes and Their Implications on Different Product Categories?

They try to play sexual emotions in advertisement. They show an attractive woman and a bottle of beer. They try and make it seem that if you drink their product that you can get this type woman. Also they try and use the emotions of the females talking about how a decent looking woman can become very attractive It also seems to draw onto girls that have a lower self esteem. Showing that you will become a much happier person if you are good looking and dressed very sexually, than if you are not the best of looking person.

Advertising is everywhere, it’s online, billboards, magazines, and the most popular television. Different advertising are mostly targeting towards a certain gender, age, or interests. Covergirl advertising is mostly targeted at women, and is also seen in every place you can think of. You most likely could go up to any girl and ask her-what is the Covergirl slogan? Easy, Breezy, Beautiful, Covergirl. Covergirl has done a great job at advertising there make-up products. Covergirl has branched out to every type of advertising there is. They have commercials, bill boards, online ads, there in many magazines, and they are also being promoted on the poplar show America’s Next Top

People are directly affected by their cultural surroundings when making purchases. Like peer groups, employers, clients, colleagues, boyfriends, girlfriends, mothers, fathers, etc. Consciously, the purchaser has these people in mind when buying certain

When initially looking at Vogue, one would simply see beautiful women and lots of expensive products. However, referring to Fowles’s article, the advertisements in the magazine display appeals directed at women so they will be drawn into a

Those who are a part of the upper class who are able to attain their status

This is Beyonce’s fragrance so it makes sense that Beyonce is the model for it. Since Beyonce is a worldwide phenomenon that many people look up to, she really grabs the audience’s attention by being in the ad. Not only is Beyonce a brand of her own, she is also a very attractive woman. Beyonce attracts men with this ad because she is Beyonce and the sexy glance that she is giving. She also lures women in with this glance because they see Beyonce looking like Beyonce and they think that if they get the same perfume that Beyonce uses, they will be sexy like she is. She is using ethos by including herself in this ad which shows that this product is a reliable and credible because Beyonce herself is using the product and being her own spokesperson/advocate for the product. This is personal branding which really works well for this ad because this is Beyonce’s product and it shows just how reliable this product

The upper class makes up about one percent of the U.S. population, generally consists of those who have inherited wealth from their families, this is also known as old money.

In an advert for a female perfume by “Givenchy” a woman is shown who holds the materialistic characteristics. This is not how it really is in society. Not every woman has prominent curves, is slim and tall. This shows how advertisements do not fairly reflect society.

We are all University Students that currently live in Halifax Nova Scotia, but have all grown up in various places. Two of our members are from Ontario and the remaining members from various parts of China. Given this geographical separation, our group has some obvious diversity in our individual consumer profiles. This is partly due to our different cultures and values. Our families also greatly influence our contrasting consumer profile - with our differing ethnical backgrounds, different social classes and varying religions. Conversely, we all fit into the age bracket of 18-25 so share some similar purchasing behaviour as millennial consumers (Kardes et la., 2011, pg 38). We have all been apart of many of the same world changes, such as 911 and global warming. This greatly sways our prespective on which products we can identify with and our preferences. Likewise, we all are at the same life stage (Kardes et la., 2011, pg 8). We are all young adults, finishing up university and starting our independent lives with limited disposible incomes. We tend to make most of our purchases online, allowing us to find the best deals in the least amount of time. Most of us find that food is our number one expense and value the bonds people make while sharing a meal. Many of us find it difficult balancing our busy lifestyles and school, but work to covercome these challenges. All of these inflencers guide our purchasing habits.

Are there cultures or subcultures whose value system is particularly consistent (or inconsistent) with the consumption of our product?

This ad is not just a degrading advertisement for women, but rather a horrible example for younger girls; making them think that they also have to dress a certain way and have a thin body type to be considered beautiful. Sadly the society that everyone grew up in has its own opinion about what beauty is. Younger girls have had to grow up with a specific image; an image that society has implanted in their minds. Now little girls believe that they are not beautiful because they do not look like the women in the magazines or the ads. Ken Gillam and Shannon Wooden’s research prove this theory to be true. As explained in Gillam and Wooden’s piece, “But if the feminist thought that has shaped our cultural texts for three decades now has been somewhat disappointing in it’s ability to actually rewrite the princess trope (the spunkiest of the ‘princesses,’Ariel, Belle, Jasmine, and, arguably, even Mulan, remain thin, beautiful, kind, obedient or punished for disobedience, and headed for the altar), it has been surprisingly effective in rewriting the type of masculine power promoted by Disney’s products” (Gillam and Wooden 471). Gillam and Wooden both saw that there was still a problem in society that needed to be fixed. Young girls are still looking up to these

In the ad, there is a well dressed female sitting at a table and breastfeeding two children. The location this female is in is a restaurant of high class and a bunch of wealthy people. The female can be seen as confident, based on the way she holds her head up and she does not care about breastfeeding public. The demeanor of this woman can also send out a message. The woman has her makeup precisely put on, hair nicely put together, and a very bold red lipstick. To the viewer, it seems that this woman takes care of herself and cares about her appearance. The symbolic message, that is sent out through the appearance of this woman, is that women have to be well-dressed in order to be attractive. In the ad, you do not see a blemish on the female and makeup is used to highlight her face. The red lipstick plays a huge part in the appearance of the female. The color red is often associated with love, anger, and most importantly seduction. Having the woman wear a dark red lipstick, suggests that women are meant to be attractive and often sexualized. In Men’s Men and Women’s Women by Steve Craig claims, “the woman does appear in this commercial is important. She is nothing more that an anonymous object of desire… but her presence both affirms the heterosexuality of the group while at the same time hinting that attaining sexual fulfillment.” Craig is speaking about commercials that target

It attracts attention by putting Sofia Vergara, a popular actress on the page. With that, it stimulates desire because even though she has aged, it does not seem like she has. It seeks action by listing three reasons that it will do to your skin. The ad creates conviction by stating “ Start today to make tomorrow more beautiful!” Thus, persuading the reader that this product will make them look young and beautiful.

There are four main factors that influence the consumer’s behavior; cultural, social, personal, and physiological. These factors determine what the consumer will buy, why they buy an item, and if they will be a return customer.

Target Consumer Demographics Psychographics Usage Behavior Consumption collection Age: 15- 60 Content Image Conscious Influenced Spending Power Youth trends Physically Active Eat Out 25% of Indians