What is the image and how it happens? There are many different definitions of the term “image”. If we summarize all existing points of view, then it is possible to characterize it as created for any person, the team or business object as used in personal or commercial purposes. In essence, this is the most profitable, exactly selected information that should be conveyed to others. Let’s consider the main approaches to the classification of the image.
Individual image, as follows from the name, is reputation. It can be judged by several directions. For example, in appearance – clothes, make-up, haircut, accessories, degree of tidy, that is, according to his Habitus. This component of the image is called the Gabit.
The image of a person carries a lot of information. So, torn off the button, the dirty gate of shirts and unindicted nails point to a person scattered and non-accurate. Earthy colors of the face indicates the presence of bad habits or health problems. Excessive makeup issues vulgar, unintelligible in relations.
The assessment is exposed to all: the physique, physical form, cosmetics, hairstyle, clothing and accessories – ideally, they must cause pleasant emotions, testify to the feeling of self-esteem and respect for people around.
Essential, the appearance of which is flawless, always perceived better, and he feels more confident. Most of us experience serious discomfort if we are forced to appear in humans in a hard clothes, with a dirty head or skin defects. Everyone knows the wisdom “Meet the clothes”, and this is 100% true, therefore a personal mabitary image is important for the formation of the attitude of the surrounding.
The medium image is an opinion about a person who is created on the basis of the assessment of its habitat and communication environment. This includes a whole range of factors:
- People with whom a person communicates+
- Office / Cabinet+
- Personal car.
It should be noted that The habitat necessarily depends on the person himself, however, significantly affects his reputation.
Evained image is created on the basis of the assessment of things and items made by the person. These can be business letters, as well as business cards, leaflets with advertising and other similar products.
The verbal image is an assessment of the person based on the fact that a person speaks or how he writes. Oral and written speech are one of the sustainable characteristics of the personality. The manner of expressing his thoughts, the voice used by the vocabulary and the grammatical structure can either create an attractive image of a person, or it is clear to destroy it, charm the interlocutor or, on the contrary, to disrupt. Pronunciation directly indicates a social affiliation of a person. It is no secret that the communicative image has tremendous importance in the business environment – usually the leaders become those who can better talk.
In facial expressions, gestures, as well as pose, speech intonation and personal distance is a kinetic image. Metal – In this case, estimates and judgments are compiled on the basis of the analysis of the principles of a person, its morality, beliefs and the worldview, they can make a person both pleasant to communicate and, on the contrary, uninteresting. Background – This includes what they say about a particular character surrounding (familiar, relatives, colleagues or the media). Image on the Internet – This refers to the assessment of the human activity in the network, the fact that he will forgive, which lay out pictures and photos, how comments. Nowadays, the Internet has become an integral part of the life of a modern person, because it is a full-fledged and significant source of interesting information about people.
Corporate image is a reputation of an organization that is a set of perception of the company by many people. Typically, the impression of the company is formed in the process of personal contacts of people with any enterprises, from media reports, as well as gossip and rumors circulating in society. Corporate image is formed on the basis of the analysis of the internal, external and entrepreneurial qualities of the organization.
An external image is made up of several components:
- Image of brand and manufactured products+
- Representation of people about the characteristics of the products and services offered+
- Features of the main consumers of goods, their social status and financial position.
The inner component of the corporate image reflects the level of culture of the enterprise as a whole, it includes:
- Evaluation of the actions and competence of managing personnel+
- Visual image of the company – implies an assessment of the office, interior, branded symbolism and the dress code of employees.
Equally important is the components of the company’s public reputation – participation in charitable projects, the organization of socially significant and environmental programs. Business reputation implies perception of business activity companies. This characteristic makes a significant contribution to the creation of a common corporate image.
The image of the company does not exist in itself, it is closely related to what is happening both inside the company and far beyond. On the activities of any enterprise and, accordingly, his image in the eyes of ordinary consumers can influence the regulatory framework in the country, as well as business partners (suppliers, buyers, creditors). It would be correct to say that Corporate image does not exist in itself – he “works” together with the opinion of people who are connected with the enterprise.
Approaches to the classification of the image
The researchers of the image allocate 3 main approaches to the classification of its varieties: functional, as well as contextual and comparable. Let us dwell on each of them.
A functional approach involves several possible varieties of image.
- Mirror This variety of image, which is characterized by our own ideas about oneself. In this case, a person looks like in the mirror and argues about its advantages and disadvantages, characteristic features. Usually, this option implies positive judgments, as people are typical of personal assessment to the fore, to put forward the dignity, the unfavorable opinion from the side is practically not perceived. Such an image can define leadership features, ideas about certain specialties, professions.
- Current image – This option is the opposite of the mirror and implies opinion from. It is in this field that promotion, advertising and PR – lack of information, misunderstanding and personal prejudices often form a reputation below, rather than real actions and actions. The current image does not always form an audience look as a whole, it may be the opinions of journalists, clients, students or voters. One of the most important tasks in this case is the formation of not so much positive image, how much faithful and adequate.
- Desired image. Here everything is clear – this is the reputation to which we strive. A similar halo is especially relevant for individual personalities, as well as newly created structures. Usually, in the beginning of activity, few people know about them, so the desired image in this situation acts as a qualitatively possible.
The contextual approach to the evaluation of the image assumes that it is systemic in view of the conditions for its implementation, while its individual terms should not be confronted with each other. This is a system rating of reputation that allows one visible characteristic to cause associations with related features. It should be understood that The task of conquest of universal recognition in this case is far from mandatory.
Comparative image involves a comparison of two or more image characteristics. For example, when evaluating the professionalism of the teacher, the quality of teaching, reviews of students, proven learning outcome of the Olympiad, exams, conferences and other scientific events. In accordance with the evaluation A person makes a decision to go to a particular teacher or choose an option to independently study the issue.
There are several other image classifications. So, depending on the emotional color, two types of reputation are distinguished.
- Positive – In this case, a person or company is perceived in a favorable vein, all the advertising activity of any company is aimed at achieving such an image.
- Negative – Quite often becomes a consequence of the activity of competitors who are resorted to the “black” PR. It is often implicitly indirectly and indirectly using the technology of “secret coercion”.
Depending on the direction of advertising activities, the following types are distinguished.
- Perceived image – this is how others see others, while people may not even guess how they treat them and as they actually speak.
- Required – This is more related to the business sector, when some specialties require quite certain image characteristics. For example, they include the royal crown, the judicial mantle and military form – they are included in the list of characters necessary for the implementation of specific social and official roles.
Depending on the principle of the formation of the image, we highlight such image variants.
- Spontaneous – the one that has developed naturally. It can have both positive and negative shade.
- Focused – There is a place when reputation is created artificially in order to form a favorable or negative attitude to a particular entity.
Depending on the features of perception:
- rational image – It is focused on a narrow circle of people competent in one area or another+
- emotional – designed for a wide range of persons.
In the modern world, the image is attached great importance, so the one who knows how to “work with a reputation” will always be in a winning position compared to those who let your image on samonek.
This is especially true in business and political technologies, although in building personal relationships the opinion of others is often the key to.
About the kinds of image forming personal appeal, look in the video below.