OUGD501- COP 02 questionnaire task 6

Task 

consider carefully whether primary research can help your research project.

identify research aims, research, method, population and simple

what do you want to know? 

essay question: Why do we need and desire luxury brands?

A questionnaire would be perfect for the essay questions as it would help identify why we need and desire luxury brands. 

asking lots of people will give a brood range of answers and different opinions. this will help a lot in answering the question.      




what brand would you class as a luxury brand?

would you buy a luxury brand in stead of a cheap brand for the same produced e.g. hand bag or shirt?

why do you think people are more drawn to luxury brands? 

what makes a brand luxury?  

where do you see luxury brands?

would you buy a luxury brand even if you knew how cheap it costs to make?

what one do you think is luxury. A OR B?  (2 images) 

OUGD501- COP 02 Packard's Eight Hidden Needs

Emotional security We all start out as fragile emotional beings and very few of us achieve deep emotional security, so we all keep seeking it. Adverts play to this when they promise comfort, happiness and banishing of bad feelings. They may also play on the security aspect, emphasizing home, permanence and safety. Reassurance of worth In a connected world we can lose sense of who we are and what we are worth. We thus seek reassurance that we are adding value and deserve our place in society. Adverts play to this when they promise that if you buy products you will be doing the right thing, for example in saving the environment or helping others. Charities of course play to this all the time, praising you for helping those less fortunate (and maybe who are worth less). Celebrities are also used when they effectively say 'you will be admired and valued like me'. Ego gratification Ego gratification is related to worth in that they are both about the sense of identity, but this is perhaps a little more base, where we a need for praise and our egos to be 'stroked'. For example, when we do something at work we want to be congratulated and praised, much as we needed to be valued and praised as a child. Adverts play to this when they praise us for buying products (perhaps ahead of time) or include praise of a sympathetic character (with whom we identify).  Creative outlets We all like creating and making things, and even a simple assembly process as with Lego toys can bring much pleasure. Many jobs have little creative content, leaving this need unfulfilled. We thus seek creative opportunity in other parts of our life. Adverts offer creativity when they sell objects where we can be creative, from food ingredients to clothes. They may also touch our creative needs by being creative in the presentation they use. Love objects Children and adults want both to love and be loved. Children have dolls and teddy bears, but what do adults have? They have one another, their cars, their pets and gadgets. They need something to love and if they do not have something they will buy or make one. Adverts offer to take us back to childhood with child-like personalities. They sell us things to love and things for our loved ones (including our pets). Sense of power When we are in control we a sense of ability to choose and perhaps power over others. When we can direct others we move up the social order and so are, theoretically at least, safer. Big cars, chunky tools, solid houses and old banks all make us feel safe and, when we own or use them, powerful. Adverts thus emphasize the solidity and reliability of the products they sell. They insinuate how buying will put you in charge. They imply that you are in control when you decide to make that purchase. Roots Our roots are a key part of our sense of identity. Where we come from, our heritage, our family, our nation are important for that feeling of who we are. We identify with our old school, our college, where we were brought up, our country, our employer, our religion. All are important, and the longer we stay in one place and the longer ago it happened, the more important it is for us. And yet we live mobile lives, flitting from place to place, job to job and even marriage to marriage. We seek roots but in seeking to satisfy other needs we make ourselves rootless. Adverts emphasize family, nation, team and whatever else they can use to anchor you and hence you to them. They show that if you are American then they are American too. They make 'old fashioned' trendy by calling it 'traditional'. Immortality Perhaps the biggest fear we have is of death. Or maybe not death but of ceasing, of becoming nothing. We likewise seek to create meaning in our lives so we may live beyond death. We have children, write books, build companies and more. We also seek to cheat age, striving to look younger when perhaps we should grow older more gracefully. Adverts play to this with age-defying products and spry older people playing and enjoying life. They use young people to help us avoid thinking about death and encourage us to recapture a lost youth. So what? View these in the light of other systems of needs. Packard was particularly concerned with persuasion, making these needs particularly useful when persuading yourself. Look at your persuasive messages. Which of Packard's needs do they affect? How well do they affect these needs? Could your message be altered to improve the message?

OUGD501 - Context of Practice 2 tutorials

Why do we need and desire luxury brands?
look at: image, statement, be apart of something, feel and become accepted, the reason    

The feed back from this question is that its a good subject to do the essay on. and question a lot can be wrote about 

make the essay about fashion, technology, food, cars keep it open to show how it is used in all different areas.

Book to look at Packard - The hidden persuaders 

Packard's Packard's Eight Hidden Needs, look at this and talk about it and then show how these techniques are used in adverting and brands in todays world. look at the present time not the past.  

OUGD501 - Context of Practice 2 task 3

From the mind maps and using one of the research sources to help the most common thing that keeps coming up is branding. 

from the mind map and the research source there are a couple of subjects that could be the subject for the essay. 

Publication brands: looking at styles, content, design, target audience, new and old and more. 

Photography publications, travel publication, design publications  

rebranding in tech, food or clothing companies: How it improves the company, reasons for rebranding, how the branding get across the image of the company

Apple, Microsoft, BT, virgin, M&S, Tescos, Vans, nike     

music artists branding: look at one or a couple from the start to now and also how there music and image is shown in there branding.

Steve Angello, chemical brothers, Deadmau5

Why do we desire certain brands?

Why do we need or want luxury brands?

How do brands create a high-end image when created cheaply?

How does rebranding improve a company?

Why do companies rebrand them selves?

How do companies create need and desire for their products and brand?

How do companies create need and desire for their brand?

Why do we need and desire brands and not for the reason and function of the product?  

OUGD501 - Context of Practice 2 task 2

Whats is Parody and pastiche? 

Pastiche: an artistic work in a style that imitates that of another work, artist, or period.
Pastiche celebrates what it mimics.

Parody: An imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect.
Parody mock's and makes fun of.

How does parody and pastiche relate to postmodernism?

It is the scrutiny of modernism. Taking something from the past and recreating it to mock it would be parody. however pastiche would mean you are celebrating the past movements. 

How does Jameson's tone of voice differ from those of Hutchinson's in regards to post-modernism?

Jameson’s is increasingly harsh and has more of a negative about past movements and what they stood for. Hustchinson realises more that is it weren’t for the past work that they are ‘celebrating’ post-modernism would have little meaning.

Hutchinson completely disagrees with Jameson’s ideas and views.

OUGD501 - Context of Practice 2 task 1

Bartes.(1968)"the death of the author"

Barthes, R(1977) 

Image,music,text

London 

Harpercollins 

The death of the author talks about how no one now has an original idea, how we are told what is good or what is bad and that if we don't understand something we are being force-fed then that must mean that we are stupid. You can see that this in the away the author is angry towards the way people think, judge and critic.  Barthes text is telling you to challenge the domance of the world.

For the group task in the lesson we got Politics, in the text it shows that there is a hierarchy of people like a pyramid. An artist that creates politic artwork is shepherd Fairy his hope poster for the Obama company is one of his most famous one but he has also done one for wars and oil.