Critical Reflections and Understanding of My Learning Experience about Marketing Design and Communications.

Last year reflective writing on my MDC lecture From week 2

Week two’s lecture was very informative and educative. I am a DIBM student (Design Innovation and Brand Management) with a background in Graphic design, Painting, and Illustration, and worked in hair fashion branding as a Brand Manager. The lecture by Kathleen Hinwood (Senior Lecturer in Advertising and copywriting) opened a whole new insight into how semiotics has been part of my daily life knowingly and unknowingly. She encouraged us to reflect in writing our views of every week's lecturers. Our take, and how it’s being implemented in our daily or professional lives.

This was a continuation of week one’s introduction to the course.  Aesthetic and Semiotic, how it applies in Marketing and Advertising. Especially the fascinating study of Semiotic and how it plays an important role in our lives and way of thinking. We were given an exercise in class from the book Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits, from the introduction page ‘Consumer and their Spending’ by Rachel Lawes (See Fig. 1).

The task was our reflection on what we read. A bride-to-be in the United States makes a rather extravagant set of instructions and demands from her wedding guests. Placing these instructions on popular social media apps and traditional media. The venue is in exotic Hawaii, guests are told what colours to wear, and specific types of designer wear they must purchase, and to the ridiculous demand on female guests women weighing 160 pounds (72.5kg) less, must be in bright color (Lawes, 2020). Meaning if you are over 160 pounds, kindly wear dark colours.

One may think this is ridiculous but for someone like me who comes from a Nigerian/Ghanaian cultural background. This sort of demand is normal in our traditional party/celebration settings. From weddings, naming ceremonies, and baby showers you name the party you must buy the attire. If not, you will be seen as The Black sheep of the family or not as a part of the friend/well-wisher’s crowd. This happened recently in the UK at a 70th birthday Nigerian party. Where the celebrant told guests who did not buy the attire for the occasion to leave the venue (See Fig. 2).

Figure 2. I beg you in God’s name, leave now- Nigerian woman orders guests who refused to buy

Asoebi for her 70th party to leave immediately. (2023)

Semiotics is highly at play in this. Our culture demands you must stand out. Representation of your tribe. Nigeria has more than 300 tribes and 500 languages (Green, 2023). All these tribes have their colours and styles. There may be similarities, but each tribe’s colours, style, arrangement, textures, decorations, and food presentation stand out and define who they are.

A lot of businesses have benefitted from this. Especially with the growth of the middle class in West Africa especially in Nigeria with the rise of the entertainment industry getting worldwide recognition (Statista, 2023). There is more money to spend on luxury items from Wedding parties, celebrity events, and over-the-top occasions and get-togethers. One brand that has now been seen as a sign of wealth and luxury is Moët & Chandon.  I wish to select this brand from the group of brands given to us to select as one of our class assignments. The sales of this luxurious wine soared, prompting a visit to Nigeria by Pierre-Louis Araud. Moët & Chandon Global Brand Ambassador (Nigeria, 2017).

I am looking forward to the time spent on this course. Especially researching more on the topics with the help of UCA’s library's vast data and reference assistance. Growing and doing my best to learn and understand more about Marketing Design and Communications and all other relevant courses in this program. As it sure will help my knowledge and grounding in this industry.

Images

Figure 1. Lawes, R. (2021) Using Semiotics in Marketing: SEMIOTICS TIP OF THE WEEK – Tip 5: BE PRECISE WITH LANGUAGE.

Figure 2. I beg you in God’s name, leave now- Nigerian woman orders guests who refused to buy Asoebi for her 70th party to leave immediately. (2023)

References:

Green, M. A. (2023) Nigeria has more than 500 languages, and 300 ethnic groups... And critically important elections. At: https://www.wilsoncenter.org/blog-post/nigeria-has-more-500-languages-300-ethnic-groups-and-critically-important-elections (Accessed 20/10/2023).

Lawes, R. (2020) Using semiotics in marketing: How to achieve consumer insight for brand growth and profits. London: Kogan Page.

Nigeria, G. (2017) Nigeria is our biggest market, says Moet & Chandon ambassador. At: https://guardian.ng/business-services/nigeria-is-our-biggest-market-says-moet-chandon-ambassador/ (Accessed 20/10/2023).

Statista (2023) Market Insights: Entertainment, Nigeria. At: https://www-statista-com.ucreative.idm.oclc.org/outlook/dmo/app/entertainment/nigeria (Accessed 10/2023).