Groups

There are many groups of people who belong to professional and social bodies. Some of them are professional groups such as medical and law societies, others are more social and recreational such as members of golf clubs, gyms. Professional individuals group in professional bodies to achieve status and recognition of their achievements. Social groups can represent people from many walks of life and their professional achievements are not a factor in social group relationships.

Bordbeck defined a group as an aggregate of individuals standing in certain descriptive relations to each other. The kinds of relation depends upon the kind of group, whether it be a family or an audience, a committee, a labour union.

A group is two or more individuals who:
-share a set of norms,
-have role relationships,
-and experience interdependent behaviours.
Groups influence the socialization process--i.e., they influence what we learn and how we behave.

TYPES OF GROUPS

The power to make an individual conform to group pressure and influence depends upon:
- Importance of membership e.g. football strips
- Fear of negative sanctions e.g. becoming a social outcast
- Degree of support from others e.g. course classes.

Group reference lies behind many successful advertising campaigns. People of certain social classes and age groups are frequently targeted with advertising showing products or promotional campaigns suitable to their class status. This can direct their thinking and cause them to take action according to the advertisement.


http://www.youtube.com/watchv=H8XzuNqDch4&feature=PlayList&p=D87D770E5A00D1EC&index=87


The Mercedes ad is perfect example of targeting successful professional people in the age group 30+ years. This advertisement is giving reasons that to own such a product increases the professional standing of the person and implies success.