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Shanghai Advertising Case Study

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Jarryd Gould

on 16 May 2013

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Transcript of Shanghai Advertising Case Study

2. Value-expressive function 1. Utilitarian function 3. Ego-defensive
function 4. Knowledge function I.D =I want, Therefore I get How do advertisements
affect self-perception in China? The Psychoanalytic
approach to motivation Expresses the consumer’s central values
or self-concept.

Attitude is created based on what the product
says about the consumer as a person, and
not because of the product’s attributes. -Based on the basic principles of reward
and punishment, or pleasure or pain.

-Pleasurable or rewarding function
= positive attitude. Attitude to protect the individual from
external threats or internal feelings about
the individuals’ conception of themselves. Redefining 'beauty' by western standards

30 million Chinese youth are not in a sound state of psychological health. (China Psychology Association 2004) Attitude is created on the result of need for order, structure or meaning.
We create attitudes about what we believe we need or do not need to understand. Desire comes from the id
The id is the only component of personality that is present from birth.
Includes the instinctive and primitive behaviours.
The id is driven by thepleasure principle, which strives for immediate gratification of all desires, wants, and needs. Shanghai Advertising By: Jesse Shearer, Mitchell Paddick, Karianne Holm, Jarryd Gould The Case: Mei Li is a Chinese student who lives in Shanghai, China. She is heavily influenced by western advertisements which are displayed on electronic and printed billboards in the city. A lot of them are focused on 'self image' and 'appearance'. Mei Li uses these ads and brands as building block to how she sees and thinks of herself.

What are the implications that these types of advertisements are having on consumers in China and all around the world in relation to self-image? Learning Objective Explain the theories relevant to this case in an interesting and practical way The Conscious Mind: -Includes everything we are aware of
-Mental processing
-Includes our memory The Preconscious A part of this includes our memory, which is not always part of consciousness but can be retrieved easily at any time and broughtinto our awareness. Freud called this ordinary memory the preconscious. The Unconscious mind Reservoir of feelings, thoughts, urges, and memories that our outside of our conscious awareness.
The unconscious continues to influence our behaviour and experience, even though we are unaware of these underlying influences.

Responsible for dealing with reality.
According to Freud, the ego develops from the id and ensures that the impulses of the id can be expressed in a manner acceptable in the real world.
The ego functions in the conscious, preconscious, andunconsciousmind.
The superego is the aspect of personality that holds all of our internalized moral standards and ideals that we acquire from both parents and society--our sense of right and wrong. The superego provides guidelines for making judgments. Week 11 Case Study The self concept: Actual Self vs Ideal Self Ideal Self: -The ideal self is our conception of
how we would like to be
-The "ideal-self" is what motivates
individuals to change, improve and
achieve. The Actual Self -The actual self relates to our more realistic appraisal of the qualities we have and don’t have.

-The "actual self" is a person's basic self-concept. It is one's perception of their own attributes (intelligence, athleticism, attractiveness, etc.). Self-discrepancy theory Discrepancy between the ideal self and the actual self which leaves a gap and will often cause the person discomfort.
Marketers aim to bridge the gap between the two selfs by providing products and services and minimising discomfort. Gender Identies Male & Female Differences Females concept of beauty - new extremes! Females see them as needing to be beautiful. They value their appearence more than males
Extreme cosmetic surgery (double eyelid) in order to look more western Ostentation Definition: "Pretentious display meant to
impress others;
or boastful showiness" Ostentation
in China Up until the 1970 China has has been very closed and controlled and they had no influence from Western culture.

They were very conservative in terms of appearance and valued their traditional values that were contrary to western values. They didn't wear expensive clothing to show off wealth or appearance.

Now western ads are changing the way the youth in China think, feel and behave and it is causing dramatic changes to their culture. Perception Process Exposure -Occurs when a stimulus comes within range of someone's sensory receptors.
-Consumers concentrate on some stimuli, are unaware of others and even go out of their way to ignore some messages. Attention Extent to which processing activity is devoted to a particular stimulus.
Perceptual selection - people attend to only a small portion of the stimuli to which they are exposed.
Personal and stimulus factors help them decide which stimuli to attend to Personal Selection Factors Perceptual vigilance – consumers are aware of stimuli that relate to their
current needs
Perceptual defence – people see what they want to see, and don’t see what they
don’t want to see
Adaptation - degree to which consumers continue to notice a stimulus over time.

Several factors can lead to adaptation:

-Intensity – stimuli that is less intense has less impact
-Duration – stimuli might habituate because they require a long attention span
-Discrimination – simple stimuli habituate because they don't require attention to
-Exposure – frequently encountered stimuli tend to habituate as exposure increases
-Relevance – stimuli that are irrelevant will habituate because they fail to
attract attention Stimulus Selection Factors Stimuli that differ from others around them are more likely to be noticed
This contrast can be created in several ways:

-Novelty Interpretation The meaning we assign to sensory stimuli.
Two people can be exposed to the same message, but interpret it in
two completely different ways.
Schema - set of beliefs to which the stimulus is assigned.
Priming - process by which certain properties of a stimulus evoke
a schema
The stimuli we perceive is often ambiguous, therefore it’s up to the
individual to determine the meaning based on their experiences,
expectations and needs. TUTORIAL ACTIVITY IN CONCLUSION Understanding the I.D, Ego, and
Super-ego in Psychology Three main players carry all of this drama out:
1. Id: The seat of our impulses
2. Ego: Negotiates with the id, pleases the superego
3. Superego: Keeps us on the straight and narrow Enter The Ego The Final Judgement - The Superego 1. What function or functions are evident in Mei Li's attitude toward the advertisements that line the streets around her?

2. Using the psychoanalytic approach to motivation, explain how Mei Li deals with the advertisements that surround her?

3. What effect do these Western ads appear to be having on the self-c0ncept of Chinese consumers?

4. What part does the perception process play in Mei Li's reaction to the makeup advertisement? ANSWERS - Case Study Break Down Our case is about a teenage girl Mei Li who is a college student in shanghai, who walks every day through the busy streets in which she is surrounded by western advertisements that depict the ideal image as a westerner. Mei tries to ignore the ads as her father tells her to do, as he says, they will corrupt her education and her responsibility to her friends and family. But Mei finds it hard to ignore something that makes her feel as good as the western face of a Gucci ad smiles down at her. She is very relieved when she arrives to the security of her apartment that is not tainted by the western advertisements. This is something affecting many eastern cultures as they are using western brands and advertising to help them form identities, both of their individual self and of the nations. But these influences and turning to plastic surgery to take more control of their appearance and to help deal with self-concept issues. This would not seem all that abnormal, except for the popularity of one particular type of plastic surgery, being the double eye-lid surgery, which effectively widens the eyes, removing what some would call a very distinctive Chinese characteristic in favour for something for western. Thanks for listening.
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