Taking the ideas for feedback

Out of the three possible ideas that could form the practical approach, that being the factory, slaughterhouse and supermarket,  people were most drawn to the idea of the advert displaying pre packaged identities for the consumer to purchase. This was inspired by the observation of Andreas Gursky's photograph at Leeds Art Gallery and how brands try to sell consumers a lifestyle through their adverts. In the feedback session, I presented this idea displaying the work of Gursky  and other images of supermarket shelves.

What is unique about the supermarket environment is that this is the most competitive environment for brands to stand out in. In this setting, competing brands are right next to each other vying for the consumers attention. Therefore to sell their products, companies must brand themselves effectively to successfully reach their target audience. Be it through colours, typography, type of food or quality of the product. Furthermore because of the way supermarkets are laid out, food items are categorised into each section. This makes it a good starting point for the adverts idea as the food category can be a representation of the industry as a whole whilst the food items, the brands. 

Feedback was also given on the question of whether or not they believe that consumers have their own identity or align themselves to the ones advertised to the consumer. And the general consensus was yes, that people do have their own identities. However, it is the trends and styles that are preconceived by the fashion industry that determines what they think people should be wearing. Therefore despite the individual self image that the consumer posses, it has been conformed and align towards the brands products.