Transcript Consumerism &Ads

Consumerism in Britain
Kwon, Myung hwa
Lee, Ji sun
Park, Min ji
Han, Seung hee
Contents
1. Introduction
2. Consumerism and Advertising
3. Consumerism and Women
4. Consumerism and “I”
Intro
1. Several Meanings of Consumerism
1) A positive phenomenon
The movement seeking to protect and inform
consumers by requiring such practices as
honest packaging and advertising, product
guarantees, and improved safety standards.
2) A theory
The theory that a progressively greater
consumption of goods is economically beneficial.
3) A negative phenomenon
Attachment to materialistic values or
possessions
Intro
2. Relationship between Culture and
Consumption
Interdependence
Culture and Consumption
depend on each other.
Intro
3. Consumer Society
1) An affluent society
2) Decreasing of labor hour,
seeking for leisure
8) Consuming as
leisure
7) The expansion
of the market
6) Society classified
by consuming
3) Finding one’s
identity by
consumption and
leisure
4) Focusing
on images
and life styles
5) Positional goods
Intro
Consumerism
& Ads
Consumerism & Advertising
Intro
Consumerism
& Ads
1.The advent of advertising
Agricultural society
19th century
The Industrial Revolution
Industrial society
Intro
Consumerism
& Ads
2. Relationship between advertising
and consuming
Dynamical and interactive
Marketing Tools
Advertising
PR
Promotion
Etc.
Consumers’
Desire
Needs
Demand
Intro
Consumerism
& Ads
Case 1) QPD advertising
Marketing Tools
Advertising
PR
Promotion
Etc.
Consumers’
Desire
Needs
Demand
Ads by QPD Mail Order Company
Intro
Consumerism
& Ads
Case 2) Vodafone
Marketing Tools
Consumers’
Advertising
Desire
PR
Needs
Promotion
Demand
Etc.
Vodafone’s
mobile-phone vending machine
Intro
Consumerism
& Ads
3. Metamorphosis of advertising to
another consuming channel
1) Home shopping channel
another type of advertising
2) The scale of home shopping industry
The sales of whole European market
67,200,000,000 Euro
(3.6% of whole retailer market in Europe)
The sales of British market
88,000,000,000 Pound
(4.2% of whole retailer market in Britain)
Intro
Consumerism
& Ads
Case) A home shopping channel – QVC
- Operating on-line shopping mall
Intro
Consumerism
& Ads
- Real-time broadcast on the web site
Intro
Consumerism Consumerism
& Woman
&Ads
Consumerism & Women
Intro
Consumerism Consumerism
& Woman
&Ads
1. Women as a ‘main consuming group’
Women as a ‘main consuming group’
-Buy or influence the purchase of 80% of all
consumer goods
-Purchase 51% of all consumer electronics
-Buy 75% of all non-prescription drugs
Intro
Consumerism Consumerism
& Woman
&Ads
How & Why did “Women”
become a main consuming group?
1) Obtain freedom to spend money
Industrial Revolution
&
‘Married Women’s Property Act’ in 1882
2) Self-recognition
- Industrial Revolution
Intro
Consumerism Consumerism
& Woman
&Ads
3) Women’s consuming tendency
-More conscious about purchasing(→ Picky)
; Paid less than men
- men earned 42% more than women annually in
full time work
('Women wait 100 years to find that work doesn't pay', The Times 11 May 2000)
- women earned 80.9 % of men's wages hourly
('Pay gap between sexes narrows', The Guardian 15 October 1999)
-Affect much on other purchasing(effect of ‘word-of-mouth’)
; Women love to share ideas, feelings, dreams, fears,
and especially “information” in the community group.
- Women are 3 times as likely as men to learn
about a product from other women.
Intro
Consumerism Consumerism
& Woman
&Ads
2. What is “shopping” for women?
Shopping as a…
“Housework”
“Leisure”
Intro
Consumerism Consumerism
& Woman
&Ads
1) Shopping as “housework”
Women do more domestic work(unpaid housework) than men.
MEN : 126(1961) → 172 min/day(1995)
WOMEN : 256(1961) → 260 min/day(1995)
(analyzed by Jonathan Gershuny at Essex University)
Naturally,
women are the main purchaser of the house consuming.
Intro
Consumerism Consumerism
&Ads
& Woman
2) Shopping as “Leisure”
Self-recognition after the Industrial Revolution
More time and money to spend (reduced working time)
: fall of average working hour
296min/day(1961) → 246min/day(1995)
analysed by Jonathan Gershuny at Essex University)
began to think about themselves and started to
“enjoy” their lives with more time and money
Intro
Consumerism Consumerism Consumerism
& Woman
&I
&Ads
Does
Consumerism
make
people
HAPPIER?
Intro
Consumerism Consumerism Consumerism
& Woman
&I
&Ads
1. Capitalistic Society
Mass production creates more and more desire.
Created needs influence people
Intro
Consumerism Consumerism Consumerism
& Woman
&I
&Ads
2. Modern Society ; Consuming
“created desire”
1) Forming “ Homme-Consommateur”
Enjoy shopping itself
2) Narcissistic tendency of Consuming
Selfish Consumption
Purchase to find the values of themselves
Intro
Consumerism Consumerism Consumerism
& Woman
&I
&Ads
3. Advertising, Identity and
Consuming
Individual desire is connected with Goods through Ads
Try to be closer to ideal values
by purchasing
Intro
Consumerism Consumerism Consumerism
& Woman
&I
&Ads
4. Life and Consumerism
Standard of living is now higher than ever.
Lose myself
(∵ express myself by earning and consuming)
Non-consumptive activities
: private experiences and personal relationships