StudentShare solutions
Triangle menu
  • Home
  • Subjects
  • Marketing
  • Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience

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

Nobody downloaded yet

Extract of sample
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


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…
Author : iconn
Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Business report on A service experience for local consumers
Operating as the largest coffeehouse on this planet, Starbucks was founded by Jerry Baldwin, Zev Siegl, and Gordon Bowker in 1971. Responses from four respondents, which are a part of the Starbuck’s target market, have helped to formulate the analysis and discussions.
12 pages (3000 words) Essay
Tapping into a New Zeitgeist: Women Consumers, Lifestyle Trends and the Red Experience
Turley and Milliman (2000, p. 198) observe that innovation continues to characterize marketing with and technology playing a key role in marketing. Caterall and Maclaran (2002, p.407) explains that gender is a salient factor in marketing although they observe that it is not always well conceptualized in the marketing practice.
4 pages (1000 words) Essay
New position of women
As she rightfully observed, in the ancient days women had no voice, and they could not be heard anywhere. They had roles that were always domestic based ranging from tending the children, taking care of all sorts of house chores including g cooking for their husbands who were regarded as the only voice of their families, out to look for reasonable jobs and while back in the house, their duty was majorly to order things around with their wives as their subjects.
4 pages (1000 words) Essay
New Cultural Experience
Creative Reflective Essay New Cultural Experience Introduction Different countries in the world have different cultures and traditional backgrounds. They follow different religious faiths and maintain different lifestyles. In order to experience a new cultural experience and have an insight into the differences between my way of life and religious faith from a foreign culture, I visited India in the last year.
11 pages (2750 words) Essay
New City New Experience
Living in a new city one finds himself amongst unknown faces and unknown situations. The life that he was accustomed to suddenly changes and becomes surreal. The feeling that one is thousands of miles away from home itself is quite frightening. However, one needs to adapt to whatever thing one faces and one very good and effective way of doing that is looking on the bright side i.e.
5 pages (1250 words) Essay
How consumers adopt fashion trends
Trademarks often need to be communicated extensively to the consumer especially in the current competitive environment. This is an important point because fashionable clothing is said to fit in with economic values, social
20 pages (5000 words) Essay
It gives a sense of fulfillment as the family ties are strong which is most important for the emotional security of a person. On the other hand it could be a frustrating
2 pages (500 words) Essay
New York Experience
The author of the article focuses on the joyful experiences of summer vacations in New York. Reportedly, this article can be interesting as it jogs the memory that as a child it was simple things like eating ice creams, playing in the water, or playing with newly found playmates that enlivened the summer vacations, and heightened the joy experienced.
2 pages (500 words) Essay
How women experience battering
While religious and cultural paradigms put social and religious constraints on women to divorce, the women’s inability to come to terms with the reality becomes the major obstacle in freeing them. Their belief that love and romance is
1 pages (250 words) Essay
The new trends in foodservice industry
The study findings indicate that changing customer demographics are the driving force behind the developments in the food service industry. The article notes that the baby boomers’ food
2 pages (500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us