Social Class

Social class defined by Krech, Crutchfield & Ballachey in Dubois (2000) is a division of society made up of persons possessing certain common social characteristics which are taken to qualify them for intimate, equal status relations with one another, and which restrict their interaction with members of other social classes. At the turn of the century social class was split into three categories. These were lower class which was in the majority, middle class which were in the lesser majority and the upper class which was in the minority. However today class is more diverse and is split into 7:

1. Upper class
2. Upper middle
3. Middle middle
4. Lower middle
5. Working class
6. Upper lower class
7. Poverty class

Both are shown below in the form of a pyramid representing each classes share of population:

Class is determined by personal or household per capita income or wealth / net worth, including the ownership of land, property, means of production. Class is also a result of occupation, education, qualifications and family background. Class is often associated with lifestyle and the class you belong to reflects an individuals cultural capital. In terms of advertising to the different classes someone who belongs to the higher classes and perhaps upper middle would be targeted by this sort of advert:



The advert is for the worlds only 7 star hotel in Dubai and is definitely aimed at the higher classes who would value this quality of service. An advert aimed at the lower classes on the other hand would feature common values and ordinary settings such as this heat magazine advert shown below:



Classes are normally ascribed at birth... but is it possible to change classes during a life time? Some celebrities or music icons who have the wealth and occupation to be in the higher classes can still be considered less. This is due to the fact that they normally hold the values and norms learned earlier in life true and thus maintain a lower class mentality. Despite this it is possible to achieve a different class but that classes norms and values have to be learned. Brands are also associated with class. For example brands such as Tesco and Iceland are generally associated with the lower and middle classes whereas brands such as John Lewis and Waitrose are seen as more of an upper middle and upper class commodity.