IV.1 INTERVIEWS
The verification in the field of perception that the child has the brand of clothing is divided into thirty in-depth interviews subjected to elementary school children. The sample was selected from children aged seven to eleven years, both male and female students in private elementary schools in downtown Milan, the other public schools in the province.
It was face to face interviews lasting 20 minutes, conducted a second set of questions divided the two parties.
The first applications designed to investigate the relationship of 'interviews with the world of consumption and with the media: the' use of leisure, 'media exposure, the role of parents in the exposure and the consumerist tendencies. .
The second part comprises a first battery of questions about the recall of well-known clothing brands, agencies of socialization to the brand and identity which they attribute to use.
Following the simulation of a situation where you can get the perception that the child has the brand. We obtained the images and values \u200b\u200bassociated with the brand, the type of image that helps to convey.
In order to investigate these issues, I used a method of detection more reliable than the simple interview. The risk is that the interview the child on the one hand tends to behave in a condescending manner than what the adult believes is expected of him, secondly that you find difficult to express in an abstract manner, their perception of the brand. The situation simulated
selections are banned by an American director, Joe Penguin, to choose the child to help him in the film adaptation of a fairy tale and cartoon "Winx". The boy chosen candidate must be the designer and the Winx fairy tale characters, must choose clothes to wear to actors in the film in question.
In the simulation I represent the interviewer and the child, the aspiring candidate.
SELEZIONI1
First I see a group of immagini2, black and white, so that the child can choose from these, the winx fairy tale characters and as objects for the demonstration.
• ask to emphasize the adjectives that associate with the fairy-tale character and adjectives chosen the type of dress she wears in the picture
• ask how to dress the character, if a dress brand or not, and whether that brand
• ask you to point out the same list of the first adjectives that attaches to the brand choice
• ask you to choose among a sample of advertisements for designer clothing (adult and child, with some other brand in sight with the brand deleted) clothes for the character and Winx.
• I ask then to stress from the adjectives attributed to the dress chosen. Then I check the knowledge of the brand or not. I ask, finally, to underline the adjectives attributed to the brand in question
With the use of simulation, in language understandable to children, with reference to the imaginary of these, I find out if and how the brand fits in the imaginary child, with which meanings and associated in such images.
The survey, completed by filling in a form of qualitative analysis of data3, allows me to check the degree of penetration of the clothing brand in the imagination of the child.
The comparison of the adjectives attributed to suit the brand image and the choice I find the kind of perception and what the brand represents to the child.
If it's a one with the dress, or whether the brand and capacity are based in the communication of a single or common meaning in the mind of the child a name that is juxtaposed to the article of clothing removes or adds meanings that do not vary with the head. Through this
first simulation so I can understand if your brand is just a name, if the child is a name associated with the precise meanings, if the attributes assigned to it are in line with the dress which is associated with the brand or have any other meaning, independent.
The interview ends with a final simulation: a brief encounter with Joe Penguin in which the child has two minutes to impress the director. • Ask the interviewee
idea who wants him to face Mr. Penguin (emphasis adjectives)
• Ask the idea that the director wants his face on the way they dress (emphasis adjectives)
• Ask to choose whether the encounter wear a head of brand or unbranded
• If brand ask you to choose one that fits the image of himself that wants to transmit
• Ask to underline the adjectives that attaches to the brand
this latter simulation allows to understand the role that the brand appeared in the perception that the child's self and others. On the one hand, we can detect how much weight has the appearance of the building itself, on the other hand if the brand is used as a means of communication of the desired and what the children have familiarity with it.
The comparison between the mode of dressing of the fairy-tale characters with respect to Winx is useful to understand if the brand will tie in more, less, or equally to the characters that now inhabit and nurture children's imagination and that are conveyed by the media, compared with traditional fairy tales.
structured interviews so let me check:
• If your child knows the brands of clothing, if he knows more traditional ones, the "top brand" or luxury brands
• If you are just a name
• If they have a value, if any brand is associated with certain specific characteristics in the mind of the child (elegance, sophistication, prestige, neglect, simplicity, etc.), if binds in general not linked to the standard images of clothing, or you are just a style symbol
• If you add strength to the appearance
These are the questions which the thirty interviews conducted have tried to provide the first answers.
0 comments:
Post a Comment