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Twitchell p. 182-186 
To what extent do you see yourself reflected in the VALS2 paradigm? Whats your attitude to being stereotyped by marketers?

The VALS2 paradigm simply explains the different taste and preference of people. The schematic is based o the common sense view that people are motivated to buy products, services and experiences that provide them with satisfaction. For instance, a person can do anything out of his or her reach to have personal satisfaction. This explains why some people will prefer certain things than others. An example is a car model; one may prefer a BMW model than a Toyota, provided that he can afford both cars. For this reason, advertisers have developed different modes of ads to convene consumers depending on their taste.

At around 12 years, I used to be dressed my mom and didn’t care much about them. Maybe it’s because I did have much control. However, at 16 to 18, I became more concerned about how to dress; what to buy and what to avoid depending on the occasion. Of course I wanted to look classy and smart among my peers. I wanted to be noticed by everyone especially my peers. The kind of cloths though not “cool” could be noticed by anyone and one could easily tell my age. This did however change from the moment I joined collage, but of course during my third and fourth year. The story is totally different since I got my first job.

What I preferred at younger age is different from my current age. I think my experience is reflected in the VALS2 paradigm in that we experience different products up to a certain level where we stick to one brand regardless of different brands. At younger age, we try everything new that we on ads, but settle at a particular brand depending on our taste. At this point, adverts become less attractive as we already know what we want. From my experience, I think I was a “struggler” at 12, then transformed to a striver where I was trying to impress everyone by buying expensive cloths to appear rich though it was difficult to acquire them, and finally fulfilled thought not yet actualized.


Pozner p. 219-222
What do you think of Richard Roeper’s response to the Dove ad campaign. To what extent is it “unsettling”, as Pozner sees it, or do you find it to be simply honest?


I think Richard Roeper’s is not impressed by the Dove ad Campaign. This is because it tries to discourage the natural aging of women. However, he pin points that the essence of the advert is to encourage buyers to by their product. The essence of his reaction is to inform the insure women that the campaign is just but an ad that tries to extract money from innocent buyers. He is aggressive on how the advert is run. For instance, he is furious that the adverts always try to make women hate their bodies. He criticizes the ad that it should stop comparing women and making them believes that having skinny body is healthy and the best. He says that women are ok regardless of their body size. In other words, Robert tries to point out that the major goal for the Dove campaign is to make people spend money on the product. He points that people should stop the habit of striving to become young and forever beautiful.

What’s “unsetting” according to Robert is that men or the society should stop positioning and displaying women in hyper-objectifying images that they feel are good. The ads also disrespect women in the way they are displayed. They sometime make women lose their confidence and self-esteem. In other word, ads should stop making women feel good in certain looks and shapes while discouraging the natural beauty. Ads should stop the unrealistic display about unrealistic, unattainable looks that so many women strive to achieve. He also urges people to be realistic with what they want. While ads are aimed at increasing sales and profit, they should strive to be realistic and respectful towards the female gender.

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