Influence
Is the capacity to have an effect on the character, development, or behavior of someone or something,or the effect itself.
Behavior
Is the way in which a person behaves in response to a particular situation or stimulus.
Today Seminar focused on how the outside influences as media,the society and cultural movement can mark someone behavior even manipulate him or her in to following certain attitudes or form opinions as they are suggested .As designers one of the main skills on the market is to understand what the chosen audience or clients what,the context,history ,even beliefs so we can create a final product that people can not only relate to but see as a part of their daily life.The construction of a brand depend on this public relationship and is build on a client-product trust foundation.
The brand aim should be an exchange of favors :products,services ,trade secrets,inside stories ,skills,tools etc vs customer's money,effort commitment.
Influences
The range of influences in our society can be classified as:
Personal
Political
Psychological
Informational
Social
Cultural
The manipulation is a dangerous and frown upon political tool made with the help of the traditional media.,The father of Public Relationship ,a pioneer American publicist ,Edward Bernays is generally considered to have been the first to develop the idea of the professional public relations counselor ,just fancy name for manipulation meant to clean away from the term stigma.His study was to shape the response of the masses especially about the war
Bernays was the author of many books, among the most influential of which were Propaganda(1928) Crystallizing Public Opinion (1923), and Public Relations (1952). He also edited The Engineering of Consent (1955)
In 1890 The Gibson Girl began appearing and was the personification of the feminine ideal of physical attractiveness created by Charles Dana Gibson a pen-and-ink illustrator and was a representative of thousands of girls,she was free spirit and independent but still engaged with the traditions,an ideal feminine figure that was portrayed as being at ease and stylish.
The Gibson Girl character combines elements of older American images of Caucasian female beauty, such as the "fragile lady" and the "voluptuous woman". From the "fragile lady" she gained her slender frame and a sense of respectability While From the "voluptuous woman" she took a large bust and hips without being vulgar as previous images of women with such body features had been depicted. From this combination emerged the Gibson Girl, who was tall and slender, yet with an exaggerated S-curve torso shape achieved by wearing a corset. Her hair is in an up do high upon her head in the contemporary pompadour, fashions.
She was used as a propaganda tool,the young,delightful Gipson Girl Posters will carry subliminal messages meant to promote certain opinions and rabbits.
“The conscious and intelligent manipulation of the organised habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country……
“….. We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organised. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society.”
- Edward Bernays
In 1929 American Tobacco Company ,Lucky Strike cigarettes saw an opportunity in of the women's independence movement and tied itself by this current by promoting equality for women to men to smoke in public,when it that time you could be arrested if as a women you were cough smoking on the streets.
They even go as far as claiming that the cigarettes will keep you slim and they got health properties as helping your in curing colds and sore necks.
In an attempt to draw more attention to the cigarette brand as a devise of women empowerment Eddie planed a scene that will skyrocket the public response to the act of public smoking for females so they directed a woman by the name of Bertha Hunt to lighting up a cigarette on the street ,where she will be later arrested.
“(I hope we have) started something and that these Torches of Freedom, with no particular brand favoured, will smash the discriminatory taboo on cigarettes for women and that our sex will go on breaking down all discriminations.”
- Bertha Hunt
Miss Hunt was secretary of Eddie Bernay but the reporters found that too late and the knew was everywhere,the scene was planned ,Bernay peoples informed the police about Bertha while they were the ones to ask her to smoke in public in the first place.
Find your Greatness
Find your Greatness wanted to influence the ground person not Olympic athletes ,proving that anyone can achieve their best.They searched for other cities called London in Canada, France,Africa with sportive abilities from football to lifting heavy weight and swimming to show their skills in front of a camera,not just to shear their pure talent but to inspire others as well.This approach given the public the opportunity to relate with the sportive ,because it was maybe an achievable goal,like seeing a little girl doing gymnastic in front of her ward ,that could be your children or maybe you,is not that far apart as seeing an Olympic gymnast in a competition .
When the Main Sponsor of the London Olympics becomes Adidas, Nike had to find another way to get in the top ,here comes the campaign Find your Greatness as an another approach to tie the brand to sports.
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