Assignment Task:
Using the brand mentioned in the post below, select two different advertisements for the product that suggest that the brand may be suitable for people with different personality characteristics. For each ad, describe what personality characteristic is being presented and the details from the ad that suggest this is a characteristic that the brand's consumers would likely possess.
Post:
Recently, I purchased a pair of Nike Air Legacy Lift sneakers. Now, for a 52 year old woman, it seemed like a somewhat unusual purchase (I don't play tennis and I'm 5'10") but I can explain the reasoning behind it, several reasons, actually.
Of course, a child of 80s upbringing, the Nike branding itself harkens nostalgia to me. I still remember and revere the Michael Jordan championship era(s), and of course throughout my life, I've purchased many Nike products. What does this brand evoke in me: not only nostalgia, but understated fashion which shows that yes, I do have what others covet, but as I've gotten older, I've begun to choose something "unique" - these demonstrate both manifest (many folks I know wear and like Nike products, they are trendy) as well as latent motives (choosing the well-known brand but putting my own spin on it, perhaps an unusual color or style, offer lends the opportunity for individuality). Overall, sporting Nike gear shows at least a middle-class to comfortable living and shows others we pay attention to style and trends.
Being tall, I've always associated with the need for affiliation; I've typically towered above my peers. And, I do enjoy being part of a group, with meaningful (quantity and quality) connections that span across many years, and a social circle continues to grow. As I settled into adult hood, I began to experiment more with uniqueness in small ways, choosing rarely found items (vintage) as accessories or gifts. Receiving warm receptions for these choices, I began to expand upon this behavior and choose larger, more statement pieces (such as vintage dresses, or vintage inspired court shoes with a lift). This actually calls attention to my height, allowing me to embrace my unique physical traits as well as brand appreciation.
In this way, I feel I've successfully (and unforgivingly) found the sweet spot on the tightrope of Optimal Distinctiveness Theory (ODT), now not worrying about what others may think when I make a purchase that is both similar yet unusual for someone both inside and outside of my demographic (e.g. Nike Legacy Lifts are often purchased by teens/twenties folks, so don't seem like a typical choice for me. Additionally, I like to make this type of choice and pair an item with something unexpected, such as a dress or dress pants. Personally, more than a marketing nod, I tend to use real-life observations (what are kids and adults wearing overall) and how far of a fashion risk would I like to display yet still walk that thin line of age-appropriateness (as is in the eye of the beholder). I like to think this speaks to uniqueness as a personality trait, and this was developed over many years of time.