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| Classy! |
Social class is based around many things, income, area you live, occupation etc. but the question is, is social class really that important today and should advertisers target one specific class?
Gone are the days of upper class gents looking down on the 'scum' of the nation. Everybody shops at ASDA at some point and everyone has a Maccy D's from time to time. I-phone's are used by people with less income for games and of course contacting people whereas business people use it for e-mail, video conferencing etc. but they both paid the same amount. This article explains how classes all shop for the same brands but tend to buy it in the shop they seem fit to enter. the key is for marketers then is ensure that their brand is accessible and affordable for all classes, unless of course you are selling a £2000 dress then it's not going to be on a mannequin outside George in ASDA.
This diagram shows a very simplified look relating your social class to how much income you have connected with the type of job you do. The deciding factor is the education in which people take. Obviously someone who went to university will not earn a salary of over $100,000 but generally with the opportunities to them after university it is much more achievable.
The normal thing to think is that people want to climb the proverbial ladder and become posher or more wealthy but I disagree. Obviously having a few extra quid would be nice but I am quite contempt with the activities I partake in and the people I am around. I fear that people all too often look down on others which does create a divide in say politics, where the posher more wealthy people are making decisions for the less affluent more common people.
Harry Enfield fantastically captures the perception of the working class gentleman in a dated Hula Hoops ad. The things they are talking about are not what the working class usually converse about yet his mannerisms and speech capture the stereotype very well. This type of advert appeals to many types of class, I mean who doesn't like Hula Hoops.
Many adverts target a specific class, Virgin Atlantic capture the essence of what upper class workaholics would love more of, time! All aspects of the advert are luxury from the colours to the cars to the outfits, representing exclusivity but also cost.
