An inquiry into product design and advertising as mediators of consumer identity

Ergun, Selcen
This study mainly investigates the roles of product design and advertising in conferring identity related meanings upon products and associating them with certain consumer identities. For this purpose, firstly, the concept of identity and increasing centrality of objects in its construction and expression are explored. Secondly, the nature and dynamics of the relationship between people and objects are discussed with a specific emphasis on the identity related aspects of this relationship. Then, a more detailed discussion is held on the roles played by product design and advertising in the process of identity construction through designed products. Finally, a case study on a selected product group is presented in order to illustrate the theoretical discussions in previous chapters.


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Citation Formats
S. Ergun, “An inquiry into product design and advertising as mediators of consumer identity,” M.S. - Master of Science, Middle East Technical University, 2005.