Advertising Terms

Question 1

Aspirational consumption?

Answer 1

When consumers buy a product because they believe it will help them achieve a certain lifestyle, status, or identity (results from idealised representation)

In the case of River Island’s campaign, the brand suggests that wearing their clothes aligns with inclusivity, confidence, and self-expression. Consumers may be drawn to the brand because they aspire to embody those values.

Question 2

Mimetic desire?

Answer 2

Girard’s theory suggests that people don’t just desire things independently; they desire what others desire.

In advertising, this means consumers are influenced by the perceived desires of others, often imitating the aspirations or lifestyles shown in media.

Question 3

Commoditification

Question 4

Performative