The Self Concept being used through experiential marketing in Star Wars:
The Force Awakens
The Force Awakens
Bobbie Atkinson February 2016
This blog is going to be written in first
person, as I have personal opinions about this topic. I have also only recently
been a viewer of this particular film and I am extremely pleased with what I
have seen. I have never been a fan of the Star Wars films; however, I had
always been under the impression women were portrayed in quite a strong way.
The "Self Concept theory" is used very often
in marketing, it can be categorised into four different types which are the
self-image, this is how consumers see themselves, the ideal self-image, which
is how consumers would like to see themselves, the social self-image, which is
how they feel other people see them and the ideal social self-image, this is
how they would like other people to see them. One reason this is a great theory
to use within experiential marketing is because of how women have been
portrayed and perceived in other films. I do not believe it would be a shock to
anyone to hear that in many films it is seen that a majority of men prefer
women to be helpless and unintelligent yet attractive. Having very beautiful,
thin and unintelligent women in films usually attracts men to watch them.
I do not believe this is how women want to
be perceived, as some women are much more intelligent, independent and strong
than most men. This is why I think that the new Star Wars film has successfully
used the self- concept theory, in order to show women, they can be their “ideal
self” and that men and people all over the world also see them as their “social
self- image”. Right from the beginning of the film a women named Rey is shown
as an independent young woman, living on her own working each day just to feed
herself. Throughout the film she is one of the main characters, she continues
to be strong helping others and even helping big male characters in the film
through certain near death experiences.
Rey is also perceived as extremely
intelligent throughout the film, she is able to fix planes, fly a plane and by
the end of the film realises she is a Jedi and holds more power than most men
in the film. Rey is not the only woman
in the film to be shown in this way, there are no damsels in distress during the
new Star Wars film and women
characters are shown to be strong, smart and powerful. In my opinion, this
is a fantastic use of experiential marketing as any women seeing this film is
going to feel like they can be their “ideal self” and their “social self-image”
will be seen by others. This film is showing not only women, but all genders
and ages that women are just as strong and powerful as men in whatever they do.
I also believe the film will give women more confidence to be their “ideal self”
women will now understand some men do prefer strong and independent women appose
to just attractive women. As this was the first time I have seen a Star Wars
film, in my opinion as women are shown in such a fantastic way, I do believe
the use of marketing will result in the series of films being much more appealing
to women.
This rating has been chosen because as well as what is spoken about in this blog, the film as a whole is promoted in a great way and is extremely popular and loved by many.
References used
- Gration, D., Raciti, M., & Arcodia, C. (2011). The role of consumer self-concept in marketing festivals. Journal of Travel & Tourism Marketing, 28(6), 644-655. doi:10.1080/10548408.2011.603631
