- How do graphic designers participate in lifestyling? What ...
How do graphic designers participate in lifestyling? What are the ethical issues?
Lifestyling in today's world refers to a broad range of planned
activities like advertising, publicity, promotion etc that 'market'
a certain lifestyle to the consumer as desired and necessary. The
key is to make that product an essential element of the consumer's
aspirational lifestyle. In this essay we will focus on the role
that graphic designers play in lifestyling by looking at two very
famous examples; the Sony Walkman and now the latest innovation the
Apple Iphone. Through these examples, the role of the graphic
designer as a 'lifestylist' will be highlighted.
The Sony Walkman was first introduced in 1979. It came
with two headphone jacks so that people could listen to music
together. Before the product was released, it came under severe
skepticism and the press wrote it out even before its launch. The
Japanese company however was unfazed and came up with a unique
marketing strategy. Sony hired youngsters and made them walk along
the streets offering it to passersby to listen to the music. They
also arranged for a bus filled with actors to tour Tokyo with the
walkman. (From: http://www.sel.sony.com/SEL/corpcomm/news/consumer/164.html)
Likewise when Sony launched its first Sony walkman with the two
headphone jack in 1979, it did so under the assumption that
youngsters like to share their music and do not enjoy listening to
their music alone. They quickly discovered however that this was
not the case and soon adopted this change into their model for
walkman. So there is ample evidence to suggest that companies
tailor their products according to the needs of their consumers and
not vice versa.
Also, many of the 'lifestyling' campaigns have been extremely
beneficial for the public. Like the 'Got milk' campaign that was