Choosing a question

Our session today was based around selecting one of five essay questions, that will then be the basis for future work in this module. In groups we were given one of these questions and then a task of finding 2 books and 1 image appropriate to the subject, as well as the definitions of some terms within the title. My groups question was - "What is the relationship between branding and The Consumer self?"

The definitions I found were -

Consumerism: The continual increase in the consumption of goods. (Oxford dictionary)

Branding: A name, term, symbol or design, or a combination of them, which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. (Phillip Kotler from 'Managing markets planning, Analysis and Control', in 'Brandwatching' Lury, G)

Consumer: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another...more and more we are simply consumers...we are what we wear, what we eat, what we drive. (Sir Michael Perry, Chairman of Unilever in 'Brandwatching' Lury, G)

The books I choose were -

Rath, Bay, Petrizzi & Gill (2008). The why of the buy. New York: Farchild books, Inc.
This book focused upon consumerism specifically in the fashion industry, discussing subjects such as - Fashion marketing, and external factors that influence our decisions as consumers. 
This book would be useful if I was to study this particular essay question; however as it specifically looks at the fashion industry I would have to supplement this research with other books that look at consumerism in a broader sense.

Lury, G (2001). Brandwatching. 2nd ed. USA
This book focused on branding, looking at it from quite a buisness-like approach. It was very interesting as it had a broad range of references, some of which have constructed their own very successful brands, e.g. Sir Michael Perry (as seen above). It mostly contained discussions, therefore, of what attracts people as consumers, as well as how to successfully construct and promote a brand.
On the other hand,  as this book was published in 2001 it may be a bit out of date and it would probably be worth looking for one that is more relevant to todays market.

This is the image that my group and I selected as relevant to our essay question. It is a pepsi advert that we found in a book called 'Creative Advertising' (by Mario Pricken). We found it interesting, and appropriate, as it shows the way in which brands try to appeal to consumers through the use of certain imagery and ways of association. We discussed how Pepsi has made their product desirable through the image of the reaching hands, as well as through the presence of ice in the advert which makes us think of a cold and refreshing drink. 

Preparatory Task

Historical

Definition: - of or concerning history or past events. - belonging to the past. - set in the past - based on an analysis of its development over a period. 

"That men do not learn very much from the lessons of history is the most important of all lessons of history" Aldous Huxley 

http://www.designishistory.com/1920/el-lissitzky/

"Beat the whites with the red wedge" 1919 propaganda poster by El Lissitzky, symbolic of the Russian civil war. 

http://www.justinleighton.com/Personal--Projects/Berlin-1989/1

Photograph of the Berlin Wall being knocked down in 1989, taken by Justin Leighton

In response to the word historical I pursued my interest in 20th century history, and, more specifically, the conflict that countries such as Germany and Russia underwent during this period. Both of the images that I have chosen, document events in which people rose up against a regime that had caused them suffering and hardship. My quote then speaks about how history often repeats itself, and that we do not learn from past mistakes is probably one of our greatest failures as human beings. 

Political

Definition: - of or relating to the government or public affairs of a country. - relating to the ideas or strategies of a particular party or group in politics. - interested in or active in politics. - motivated by a persons beliefs or actions concerning politics.

"It is not that I am not voting out of apathy. I am not voting out of absolute indifference and weariness and exhaustion from the lies, treachery and deceit of political class that has been going on for generations" Russell Brand, a quote from his interview with Jeremy Paxman

https://www.pinterest.com/pin/567031409306912161/

'A Peep under the iron curtain' by British cartoonist Illingworth published in 1946 by Daily mail, in response to, and support of, Churchill's speech.  

http://www.vice.com/read/nilfer-demir-interview-876

Photograph of a three-year old boy's dead body washed up on a turkish beach. The boy drowned when the boat his family were travelling in capsized as they tried to flee to Canada. 

Both of my images record important moments, both past and present, in politics. I selected the quote by Russell Brand as a part of researching why people choose not to vote in elections, usually the answer being a complete loss of faith in the current political system. 

Cultural

Definition: - relating to the ideas, customs, and social behaviour of a society. - relating to the arts and to intellectual achievements.  

"They catch people's imagination, get appropriated by mainstream culture then die away" Alexis Petridis, in an article entitle "Youth subcultures: what are they now?" by The Guardian

http://www.beforethey.com/tribe/huli

Photograph of the Huli Wigmen, in Papau New Guinea. Part of a project called "Before they Pass away" in which photographer Jimmy Nelson travelled the world to document some of the last indigenous cultures still left today.

http://chineasy.org/basics/classes.aspx

Chineasy is a project created by Shaolan Hseuh and illustrated by Noma Bar. It aims to make Chinese easier to learn, and thus help to bridge the gap between East and West. 

I am interested in how the modern world is affecting culture and tradition. The images and quote I have chosen show how technological and industrial developments have affected culture in either a negative or positive manner. 

Technological

Definition: - relating to or using technology. 

"IT ROTS THE SENSE IN THE HEAD!

IT KILLS IMAGINATION DEAD!

IT CLOGS AND CLUTTERS UP THE MIND!

IT MAKES A CHILD SO DULL AND BLIND!

HE CAN NO LONGER UNDERSTAND A FANTASY, A FAIRYLAND!

HIS BRAIN BECOMES AS SOFT AS CHEESE!

HIS POWERS OF THINKING RUST AND FREEZE! 

HE CANNOT THINK -- HE ONLY SEES!"

Exert from the poem 'Television' by Roald Dahl 

http://www.jeanjullien.com/work-137-allo-.html

An illustration by Jean Jullien that was a part of his solo show 'Allo?' at Kemistry gallery, London. This image comments on how technology can affectedly lead us to becoming asocial.  

http://www.richardprince.com/exhibitions/new-portraits/

Richard Prince's exhibition at Gagosian gallery, NY, featuring his recent work in which he made comments on and then rephotographed Instagram posts of various accounts. His use of these images without asking any of the account holder's permissions caused the exhibition to be controversial. 

All three of my responses demonstrate the different negative affects that technological developments have had on individuals and the public. 

Social

Definition: - relating to society or its organisation. - needing companionship and therefore best suited to living in communities. - an informal social gathering, especially one organised by the members of a particular club or group. 

"Happiness is only real when shared" a quote from Jon Krakauer's book "Into the Wild". 

http://www.dailymail.co.uk/news/article-2624164/

Part of a series of photographs taken by Eric Lafforgue on a visit to North Korea. All the photographs were banned as they contained forbidden subjects, this one shows a soldier trying to stop Lafforgue as photographs of the military were prohibited. 

http://www.jeanjullien.com/work-187-instagram.html

A piece of illustration by Jean Jullien identifying, and making humour of, the awkward situations that can occur when meeting people for the first time. 

In response to the word social I researched how we all naturally seek and crave companionship, the structures and codes of society that we all abide by to be a part of it, and closed societies that have isolated themselves from the outside world.