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Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience - Essay Example

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Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience

The concept of self and larger lifestyle issues is more relevant, especially in advertising for women. Lifestyle and identity are well recognized psychographic segmentation variables. The advertising campaign of the magazine RED is to appeal to women who have the concept of the self, who like to indulge in themselves and who would like to have time for them. For the past three decades, the concept of the self among women has become pronounced. The self-concept is influenced by the cultural context in which the women live (Peters, Shelton, Thomas, 2011). The magazine is not a utilitarian product and, hence, rational appeal has not been used. Emotional appeal aims to positively or negatively influence the emotions of the consumer that should result in the purchase of the product. Some cultures support exhibiting emotions (Albers-Miller & Stafford, 1999a), and this magazine is meant for women in the UK where equality between the sexes exists. Moreover, UK scores high on the Individualism score as per Hofstede’s cultural dimensions (Geert-Hofstede) and, hence, the advertising has been rightly aimed at appealing to the emotions of the UK’s women. The people in the UK are highly individualistic and carry their own unique self-image. Consumers are known to prefer certain colors for specific products. For instance, automobiles are preferred blue and gray, while beige is used in carpeting (Grossman & Wisenbilt, 1999). For laundry detergents, blue is chosen. In this case, the advertisements have to appeal to the emotions of women. Red color is considered as an arousing and exciting color. Red is also associated with love or revolution, with ambition and desire. Thus, using this word as its name, RED communicates the message that this magazine is meant for women with ambitions and desires. People tend to use products that are consistent with their self-identities and self-concept. Senior adult women are physically and socially active. This can immediately arouse feelings of self-concept and self-identity among women of all ages. Consumers first evaluate the implications of each feature of the product or service. Mattila (2000) contends that narratives are uniquely effective in conveying and portraying experience. Thus, story-based appeals are effective in communicating the value of experiential services. However, narratives are more effective when consumers have low familiarity with the product. Domain-specific knowledge is essential. Story format is easy to understand for inexperienced consumers and this enables them to integrate information in a coherent way. The advertisements should be able to grab consumers’ attention. This is possible when the consumer is in a happy mood to decoding the information in the advertisement. The idea is to change the attitude of women and get them to purchase RED. The advertisers aim to educate the women through the narratives while also appealing to their self-concept. Through the narrative style, the changes in women’s lives have been tracked, which can be emotionally appealing to them. Advertisers now use feminist themes to market to women. They try to portray a lone woman that has risen above her traditional role from the domestic to the professional sphere. This has brought about changes in her expectations and the stereotype attributes have shifted from weak and dependent to strong and autonomous. The market for women’ ...Show more

Summary

Communication through advertising depends upon the product and the target market. UK women’s magazine RED used the emotional appeal in its advertising. Since the target market is women of all ages, the advertisers have used sex appeal, freedom and the concept of women rising above the traditional roles to appeal to the sentiments of women…
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Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience essay example
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