the creative concept
In my response to the Big Idea , my creative concept is designed to have a light-hearted approach to destigmatising the embarrassment young people have around admitting the feeling of loneliness . This can be seen through the social evaluation model , championed by Rowland S . Miller at Sam Houston State University . Rowland said the route of embarrassment is the anticipation of negative evaluation by others . Therefore we become embarrassed when we perceive the social image we want to project has been undermined and that others are forming a level of negative impressions of us . ( Miller , 1997 ) By taking away any obvious links to ‘ loneliness ’ within name and form this therefore decreases any anticipation of negative social image from the young consumer . Within a primary research interview the founder of the courage concept said ‘ this would allow the consumer to connect with others and actually relieve the feeling of loneliness , can promote one ’ s wellbeing by giving them a role / a platform to control ’ ( Knight , 2021 .) This infers the idea would allow the consumer the chance to connect with others and actually relieve the feeling of loneliness which is currently missing .
The concept therefore provides my young consumer the chance to speak up , seek acceptance and come together in a space where loneliness isn ’ t a taboo , while indirectly linking to the issue of loneliness through externally portraying a colourful , light-hearted approach .
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