What Women Want?

1. INTRODUCTION:

1.1 The purpose of this essay is to discuss how graphic design artefacts such as advertisements and logos affect consumption habits of women shopping at American Swiss, describing their tastes and positioning these consumers in terms of class. The intention of choosing jewellery stores is to create a profile of the type of women who purchase jewellery based on taste. A comparison between the profile of woman in the advertisements to the women who actually shop at the store will be drawn in order to establish how graphic design artefacts plays a role in creating a perception for the consumer , affecting taste and thus placing these women in class positions.

1.2 This essay focuses on the brand, American Swiss as the store creates a specific taste, that is perceived by many women as luxurious yet American Swiss is an affordable brand that caters for all sorts of pockets. One can establish sub classes of women shopping at the store according to taste, creating a profile of different women who shop at American Swiss. This is implemented by creating a distinction between the women who shop at the store and the women in the advertisements in terms of taste and class. The objective is to reach a conclusion as to the type of women who shop at American Swiss, the role the graphic design artefacts play appealing to emotion and feelings creating an attachment to the brand. The main objective is observe and explain how these consumption habits appeal to the taste of the women shopping at American Swiss placing them in a class distinction in social space..

1.3 The method in conducting the research and collection of data involves visiting the American Swiss as a group. Field notes were conducted visually in terms of annotated spatial diagrams as well as written notes providing a description of the surroundings (Refer to appendices, Figure C). Field notes allowed the group to establish a