Critical Writing, What impact does it have? - OUGD601

This section will entail looking at overall what impact stereotyping products using; branding, packaging and advertising and whether or not it is a negative one. Examples can be used in this section in a big way to backup the final point with visuals. Using examples such as Coke, eBay and John Lewis will help explain different aspects of stereotyping. Showing how it can be done subtly to sell to target audiences, how it can be done in a positive way and how sometimes it can be seen as wrong to go in the opposite direction.

Critical Writing, What is a Stereotype? - OUGD601

This section will be set aside from the first three as it will help to show how they are all connected and how each of them use stereotyping to sell products. It will need to be explained what a stereotype is and how it is used within society. Whether it be based on what we are taught as a community or from upbringing. After this section it will need to be said how all subjects use stereotyping within using tools stated within the previous points. These tools can be; colour, typography, design, shapes and wording. Multiple texts and online sources will be used within this section such as; Stereotypes and Stereotyping book by Macrae, Stinger, Hewstone, Brand Watching by Giles Lury and What is Branding? by Mathew Healey.

Critical Writing, What is Advertising? - OUGD601

The final section to explain how brands can create an image that can help to target an audience will be this. Advertising uses a range of methods such as psychology to persuade their target audience. As stated in the 'What is Branding?' section colour, type and design will be spoken about here too. The wording of adverts can have a major effect of how someone views it just like with packaging. Society will be spoken about and what role it can play in the selling process. The book, Persuasion in Advertising by John O'Shaughnessy will be used in this section to justify points made. 

Critical Writing, What is Packaging? - OUGD601

This section will involve how packaging can affect the buying process and how brands can effectively implement it. Talking again about the design of the packaging and how it can target consumers, things like presentation is everything will need to be spoken about. This will show how brands can use packaging to make a product look more desirable so that they can sell more. Similar books from the first section will be used in this one and examples will be used to show how packaging can link to advertising. Showing that without packaging brands would not be able to create as effective image and would not gain free advertising. Some online examples/articles will most likely need to be given for this section to show some modern day examples and opinions.

Critical Writing, What is Branding? - OUGD601

This section of the essay will need to look into what is a brand and hat is branding?

Looking at the basics of branding like how do they draw consumers in and how do they keep them coming back (brand loyalty). Things like colour, type and design are factors that will be spoken about in all the topics and will tie them together in the end to show how a good brand and product is made. Texts like Brand Watching by Giles Lury and What is Branding by Mathew Healey will be essential to this section. Examples of companies that already do what is necessary to create a strong brand will be used too such as Apple, Nike or McDonalds, household names that receive consumer loyalty time after time.

Critical Writing, Examples - OUGD601

The examples used will have to reflect the piece of writing and back up points made.

Some examples to look into are listed below:

Bic Pen for her - received huge backlash after selling a pink pen 'for her'.

Coke, Diet and Zero - aimed at different genders and countries based on wording and design.

John Lewis, children's his and her range - new range made to be gender neutral receives negative and positive response due to controversial 'modern day' approach.

From initial research it seems that many ads or products that are deemed to be stereotyped widley are based on gender. This is not the main focus point of the essay but will be touched upon. More research is needed into stereotyping, packaging, advertising, branding and how they all link together.

Critical Writing, Authors and Books - OUGD601

Below are some of the initial books to look into

Persuasion in Advertising - O'Shaughnessy, J & O'Shaughnessy, N J

Advertising and Identity - Patricia Anne Odber de Baubeta, Jackie Cannon

Consumer Psychology -  Cathrine V. Jansson-Boyd

Critical Writing, Plan and Structure - OUGD601

After discussing with a tutor a plan was brought together for the writing.

This is the initial structure and plan for the critical writing piece:

Why are stereotypes used within packaging and advertising?

  ——

Broadly

Talk about branding key parts of this are advertising and packaging

What is branding?

What is advertising?

What is Packaging?

How is advertising used within branding

Packaging within branding

advertising within gender

——

brand strategies within gender and stereotypes towards the end

——

Intro:

Main:

• Make three points use an example for this, case studies and books
• Talk about being gender neutral
• Talk about why certain products it makes sense
• Talk about why it is solely used for marketing

Conclusion:

• Why are they stereotyped?
• Not everything has to be
• things can be