Self concept is represent person beliefs , thought and how they evaluate things, self concept consist of three levels.
Self – esteem which is represent the positive impression of person's self concept. People with high self esteem expected to have high performance and success in their life. Unlike people with low self esteem, whom try to avoid embarrassment, expected not to perform very well in certain situations. The aim of self esteem advertising is stimulating positive feeling about the self by changing product attitudes.
Ideal self is our conception of how we would like to be, which is a result of comparing consumers themselves with an ideal models. For example, when girls in South Korea try to change their look by line up at photo machines that makes them looks like western girls.
Actual self which is represent our realistic appraisal of the qualities that we have or we don,t have.
Self consciousness is social mediated by situation and peer group. It could be less or more concern which is mean that the same person could behave differently and that depend on different situations and places.
Media and advertising are plying a big role in socialising consumers to be male and female also traditional women's have their roles in advertising depictions.
Marketer must take in their consideration the differences between gender's role as well as (G L B T) in order to have a successful promotion camping