Practical Resolutions

In the final resolution the idea to have the advert depicting supermarket shelves was not chosen, instead a single crisp packet. This is because the supermarket shelves don’t draw much attention to the design of the packet but rather the amount of food items being sold. The advert should highlight the techniques used by brands that influences the consumers self-image rather than demonstrating the amount of brands in the industry.

From the research done on brand ad campaigns and the feedback given on ideas, these two compositions represent the final production of the practical approach. Tommy Hilfiger and Prada were chosen because they represent the two distinct consumer base from the research. Tommy Hilfiger aims to align itself with the younger generation, whilst Prada clearly aims for the affluent consumer both financially and socially. In both examples key identifiers that make walkers crisp packets recognisable are retained. This is so that the reader has a explicitly told that these adverts are on crisp packets. In both of these examples as well, the nutrition information was changed.

In the Tommy Hilfiger packet, the information was changed to being hip, popular, trendy and exclusive whilst for Prada, elegance, perfection, affluence and wealth. These characteristics were chosen based on what both brands communicate through their advert and want to make their consumers feel. In both packets the "opening" in the middle has been altered from the original design to allow more view for the consumer of the product/identity their buying. That's where both similarities end however. On the Hilfiger packet, the original colour scheme of a cheese and onion flavour has been changed to match the brands logo. This is evidenced through the dark blue borders and red and white mid section. 

The Walkers logo has also been changed to match the typography of Hilfiger. What grabs the readers attention however is the hashtag #90sRevival. This was done based on the observations from Calvin Kleins ad campaign which had the hashtag #mycalvins and Burberry's heavy involvement with digital platforms that proved effective in successfully their re brand. And because Tommy Hilfiger is aimed at a similar consumer base to both these brands, the addition of the # is appropriate. In the middle of the packet, the clothes and models peek through the opening. This is to give the consumer an idea of what they're buying and through the suggestive poses as well, add sex appeal to the brand. 

The Prada crisp packet was done in black and white to reflect the high fashion photography that is frequently used for luxury brands. A black and white colour scheme is often by brands like Prada because of what it connotes. Black is a color that is authoritative and powerful and can evoke strong emotions. White projects purity, cleanliness, and neutrality. These two add to the overall sophistication and elegance that these brands strive to achieve and uphold. For the Walkers background logo, the yellow areas were altered to give a more saturated hue that resembles gold. This is to exude wealth and appeal to the upper class. The red banner that usually goes across is changed to black to keep in line with the overall black and white colour scheme. Furthermore by having it as a black background, it further establishes Prada's typography as a sophisticated brand. The tagline Milanese Chic is to draw on the Italian origins of the brand and what the brand gives to the consumer. The choice to include Prada's origin is because of the connotations Italy has with not only fashion but its culture. When people think of Italian made clothes, one thinks of fine craftsmanship, high quality materials and fashion forward design. Therefore to add Prada's origin would help elevate the brands sophistication and price. In the cut out section, the model was chosen because of her typical high fashion look seen in luxury brand adverts. This is conveyed through immaculate makeup, hair and clothes, sharp photography and the focus on clothes. 

Do these practical resolutions answer the question of whether consumers have a self identity? To an extent. The question of whether consumers possess a self image or identity is too broad to answer absolutely. How consumers interact with their chosen brands differ from person to person. And there are many factors that go into the process in which the consumer decides to buy the product as discussed in the essay. What this resolution does highlight however are the tactics in which brands use to manipulate and attract consumers. Its these tactics that sway consumers to align themselves with the brands image and ultimately gets their business.