Sample Solution

these platforms to build a sense of belonging for themselves.

A recent campaign with Cara Delevingne for the Burberry Her fragrance which captures Cara Delevingne in her hometown wearing the Burberry check and going around all the main hot spots in London. The concept behind this campaign was to reinforce how the perfume was influenced by London and its surroundings. Burberry described the perfume as ‘beautiful, bustling, creative metropolis, electric and full of life’. Therefore, it was essential to use a personality like Cara Delevingne because not only does she have a huge following but is also seen as a London ‘It Girl’ as she is someone who has grown up and become very successful in this city. Something else that Cara Delevingne stands for is being yourself and unique no matter what anyone thinks. She has been known in the past to talk openly about her style, sexuality and choices. As a spokeswoman and face for Burberry she is showing the audience that the brand does not discriminate and is also open to people interpreting their products in their own way. This highlights the importance that social media has when thinking about inclusion, acceptance and confidence within society. Mehta (2012) states that “two new studies have found that the social network satisfies basic human desires, both body and soul.” People rely on social media platforms such as Facebook to show off what they have and are doing and also what they are currently wearing or own. The main reason people want to show off is for reasons linked to vanity. They rely on likes and comments to boost their confidence and to create a feel-good state of mind. “The second social motivation Facebook responds to is self-presentation, in which users fashion idea –rather than accurate- versions of themselves through their profiles.” (Mehta, 2012). People want to make sure they look good and create a persona that isn’t necessarily an accurate perception of them. Zhao et al (2008) would also agree and state, “Facebook personas that are presented online may be a more socially appealing ‘self’ that is aspired to in reality.”