pride

n: inordinate self-esteem; delight or elation arising from some act, possession or relationship

http://www.adage.com/news_and_features/ad_review/images/21lev1.jpg -- 5/25/98

     Levi Strauss was having a "hard" time competing with other stone washed, silver tabbed, denim products so they repositioned themselves as --"Levi's hard jeans, stiff with a vengeance." This position of timelessness, ruggedness and virility develops a sense of pride in the consumer. When worn, the person accentuates their persona developed by Levi's and becomes a personal statement. Even if the consumer does not identify with this personality, others may perceive them as a rugged and hard character.  

     In this print example, the consumer is filled with pride by owning/wearing Levi's. What does, "Industrial Strength Fashion" say about ones character? This may work for someone who just got out of a bad relationship and needs to buff up or toughen their image. Or maybe for someone who simply doesn't want to be perceived as soft. It is through this possession that pride is developed -- which we all do.   

     This ad represents another form of pride. This pride is derived from the commonality of slavery issues. "For the sons and daughters of former slaves. For the sons and daughters of former slave owners. Threads that connect us. Words that free us." 

     As the definition holds - this is delight or elation arising from some act, of which the act we all understand. One's heritage is something to be very proud of -- we should all be guilty of this sin. How do people feel wearing these clothes? Proud? You bet.  Nothing less. This product is positioned with the intention of consumers identifying with this personality. 

     Pride can and is developed through tradition. Do you think the man in the above ad is proud of his heritage? You bet. Is he going to change? No way. His father dressed like this, his fathers-father did, his fathers-fathers-father did as well. Does this man feel proud of this whisky? Oh yeah. It worked for them, it will work for me. 

     The consumers identifying with this whisky may not have high personal self-esteem, but when they make the purchase they know what they are buying. They are buying a whisky that has been around since 1824 and has been enjoyed by many. What pulls the consumer to make the purchase is pride driven -- being proud of their heritage, tradition and self.          

     Does the meaning of a brand or label conveyed through advertising accentuate one's pride? My answer is yes. The ownership of products and brands adds a lot to one's pride. Referring to clothing, it may be the difference between being noticed or lost in the crowd. Referring to a beverage, it may be the difference between being labeled a coward or a hero. People feel the emotional meaning of the brand or product -- sophistication, wealth, upper class -- whatever it is. This meaning is created and maintained though the product and the advertising that supports it.

     When climbing the first terrace at Purgatory, pride is the first sin reconciled with. According to The Divine Comedy, each spirit is made humble to pride. Then they climb to the second terrace which is envy.

intro / pride / envy / wrath / sloth

greed / gluttony / lust / conclusion