Chapter 2 Consumption The effect of branding Commercialization of festivals and its relationship with consumerism 1

Who is this ? 2

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The effect of branding  Who is Steve Jobs？ Former CEO of Apple Inc. Co-founded Apple Inc when he was 21 Launched Apple products e.g. Mac, iPod, iTunes, iPhone and iPad 4

The Apple brand Design Trendy products Target-specific marketing strategies The charisma of Steve Jobs 5

Consumerism 6  The development of society  Consumption became symbol of enjoyment of success at work.  There was a change in advertising and shopping patterns.

Brand  A brand is a company’s name, trademark(s), products or services, and other factors that distinguish the company from its competitors.  A brand is an invisible asset of a company.  Effect of branding: related to product quality, marketing strategy, company style, uniqueness, etc. 7

Group discussion 1. How many students in the class have at least one Apple product? 2. Why do teenagers buy Apple products? Does it have anything to do with the brand image? 3. What are the pros and cons of the effect of branding? 4. Are you influenced by your peers in your buying choices? 8

Commercialization of festivals  Example : massage chair  The company made filial piety its theme, marketing the chair before Mother’s Day and Father’s Day.  What do you think? 9

Commercialization of festivals  Marketing strategies have commercialized traditional festivals.  Some people feel they need to spend money to celebrate the festivals.  The purpose of the festivals is distorted. 10

Commercialization of festivals  Halloween was a traditional festival in Ireland focusing on the religious ritual of exorcizing ghosts.  In the US, it was packaged as a family fun day of spending.  The festival quickly became popular in many other countries as a result of globalization. 11

Commercialization of festivals – Halloween in Hong Kong Exhibitions and activities in major shopping malls  12

Theme parks promoting the Halloween theme  Commercialization of festivals – Halloween in Hong Kong 13

Halloween in Hong Kong： Reflection and discussio n  After reading the newspaper clippings, can you think of any festivals in Hong Kong that are obviously commercialized?  Based on the information in the news clippings, why has Halloween become so popular in Hong Kong?  Do you think it is good or bad for festivals to become commercialized?  “Globalization has accelerated the commercialization of festivals”. To what extent do you agree with this statement? 14

Extension reading 1：Understanding our needs  Maslow’s Hierarchy of Needs 15

Extension reading 1：Understanding our needs  Physiological needs food, water, shelter, clothing and sex  Safety needs protection in the family and society  Social needs to love and to be loved; the need to belong; the need for recognition and friendship 16

Extension reading 1：Understanding our needs  Esteem needs pursuing personal worth  Self-actualization developing personal potential; attaining personal ideals and aspirations 17

Group discussion 1. Give an example of the needs in each of the mentioned five levels. 2. At which level do you think you are now? 18

Extension reading 2：“Survey on Youngsters’ Attitude Towards Consumerism”  Worksheet  Do you agree with the consumption mentality of following trends?  According to the survey, what are the three major factors that youngsters consider when they buy clothes/accessories and electronic products? 19

Compare the factors youngsters consider when buying clothes/accessories and electronic products. In the advertising for these two types of products, which image has a greater influence on youngsters? Why? Extension reading 2：“Survey on Youngsters’ Attitude Towards Consumerism”   “Owning trendy electronic products can help you build a better image among your friends.” Do you agree with this statement? Why/why not? 20

Group discussion 1. List three factors to consider (in order of priority) when buying the above products. 2. What factors do you consider when buying products with designer labels? 21