We live in a consumer culture and shopping has become a crucial ritual for shaping our identities.
We encounter advertising in almost every aspect of our daily lives and it has always played a vital role in how we shop.
The psychology of advertising includes many different elements , but one of the major factors is the consumer’s perception of the advertised product. Perception in advertising relates to a consumer's impression of a particular product or service that may not be rooted in truth.
It is often said that perception is reality. When an advertisement informs or alters a consumer’s opinion even slightly, the brand is altering that consumer’s perception of reality. Unlike a product's true characteristics, the perception of a product can be impressionable and more ephemeral.
Advertising becomes a tool for companies to influence the consumer’s perception to the desired direction.
With these paintings I wish to explore the various aspects of advertising and how it hijacks our values, emotions and identities to the point that we follow it blindly, not realizing that even our values and identities is a construct of marketing.
collage and oil on canvas
10" x 10" x .75"
1. Running with the wolves - Consumers that desire to be part of an in crowd. The power designer brands have over consumers and how consumers identify with them.
2. Save the wolves - How advertising affects our values and relates a sense of trust.
3. Throw me to the wolves - How narrative advertising is used to persuade consumers to buy.
4. Wolf in sheep’s clothing - How corporate companies convince consumers by creating a sense of urgency and leverage scarcity