Types of Image

What is an image and how does it happen? There are many different definitions of the term image. If we summarize all the existing points of view, we can characterize it as an image created for any person, team or business object, used for personal or commercial purposes. In essence, this is the most profitable, precisely selected information that should be conveyed to others. Let's look at the main approaches to image classification.

An individual image, as the name implies, represents reputation of a single person. It can be judged in several ways. For example, in appearance - clothing, make-up, haircut, accessories, degree of neatness, that is, by its habit. This component of the image is called overall.

The image of a person carries a lot of information. So, a torn button, a dirty shirt collar and scruffy nails indicate a scattered and sloppy man. An earthy complexion indicates the presence of bad habits or health problems. Excessive makeup gives out a vulgar, unintelligible person.

A person whose appearance is impeccable is always perceived better, and she feels more confident. Most of us are seriously uncomfortable if we are forced to appear in public in well-worn clothing, with a dirty head, or with skin defects.Everyone knows the wisdom of "meet by clothes", and this is 100% true, therefore, a personal overall image is important for shaping the relationship of others.

An environmental image is an opinion about a person, which is created on the basis of an assessment of his environment and communication. This includes a range of factors:

• people with whom a person communicates;
• home;
• office / office;
• Personal car.

It should be noted that the habitat does not necessarily depend on the person himself, however, significantly affects his reputation.

A verbal image is an assessment of a person based on what a person says or how he writes. Oral and written language are some of the stable characteristics of a person. The manner of expressing one’s thoughts, voice, used vocabulary and grammatical structure can either create an attractive image of a person, or completely destroy him, charm the interlocutor or, conversely, ward off. Pronunciation directly indicates a person’s social affiliation. It is no secret that the communicative image is of great importance in the business environment - usually those who can speak better are the leaders.

Kinetic image is formed by facial expressions, gestures, as well as posture, speech intonations and personal distance. Metal - in this case, estimates and judgments are made on the basis of an analysis of the principles of a person, his morality, beliefs and worldview, they can make a person both pleasant to communicate with, and, conversely, uninteresting. Background - this includes what others say about a particular character (acquaintances, relatives, colleagues or the media). Image on the Internet - here we have in mind the assessment of a person’s activity on the Web, that he will forgive, which pictures and photos he uploads, how he 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 the reputation of an organization, which is the totality of the perception of the company by many people. Usually the impression of the company is formed in the process of personal contacts of people with one or another company, from media reports, as well as gossip and rumors circulating in society. The corporate image is formed on the basis of the analysis of the internal, external and entrepreneurial qualities of the organization.

The external image consists of several components:

• brand image and products;
• the idea of ​​people about the characteristics of the products and services offered;
• features of the main consumers of goods, their social status and financial situation.

The internal component of the corporate image reflects the level of culture of the enterprise as a whole, it includes:

• assessment of the actions and competence of management personnel;
• visual image of the company - involves an assessment of the office, interior, company symbols and dress code of employees.

The image of the company does not exist by itself, it is closely related to what is happening both inside the company and far beyond its borders.. The activities of any enterprise and, accordingly, its image in the eyes of ordinary consumers may be affected by the legal framework in the country, as well as business partners (suppliers, buyers, creditors). It would be right to say that corporate image does not exist by itself - it “works” in conjunction with the opinion of people who are associated with the enterprise.

Image researchers distinguish 3 main approaches to the classification of its varieties: functional, as well as contextual and comparative. Let us dwell on each of them.

A functional approach involves several possible varieties of image.

• Mirrored - this kind of image, which is characterized by our own ideas about ourselves. In this case, a person looks in the mirror and talks about his strengths and weaknesses, characteristic features. Typically, this option involves positive judgments, since people tend to highlight advantages in a personal assessment, an unfavorable opinion is practically not perceived. This image can be determined by leadership traits, ideas about certain specialties and professions.
• Current image - This option is the opposite of the mirror and involves an opinion from the outside. It is in this area that promotion, advertising and PR are widely used - lack of information, misunderstanding and personal prejudices often form a reputation lower than real actions and deeds. The current image does not always form the view of the audience as a whole, it can be the opinions of journalists, clients, students or voters. One of the most important tasks in this case is the formation of not only a positive image, but a true and adequate one.
• Desired image. Everything is clear here - this is the reputation we are striving for. Such a halo is especially relevant for individuals, as well as newly created structures. Usually at the beginning of activity, few people know about them, so the desired image in this situation appears as a qualitatively possible one.

The contextual approach to assessing the image suggests that it is systemic in nature, taking into account the conditions for its implementation, while its individual components should not conflict with each other. This is a systematic assessment of reputation, which allows for one visible characteristic to cause associations with related features. It should be understood that the task of gaining universal recognition in this case is far from mandatory.

Comparative image involves a comparison of two or more image characteristics. For example, when assessing the professionalism of a teacher, the quality of teaching, student feedback, the proven learning outcome in the form of the results of olympiads, exams, conferences and other scientific events can be considered. In accordance with the assessment a person makes a decision for himself to go to one or another teacher or choose the option of independent study of the issue.

There are several other image classifications. So, depending on the emotional coloring, two types of reputation are distinguished.

• Positive - in this case, the person or company is perceived in a favorable way, it is to achieve such an image that all advertising activity of any company is directed.
• Negative - quite often it becomes a consequence of the activity of competitors who resort to black PR. Often this is done implicitly and indirectly using the technology of “secret coercion”.

Depending on the direction of advertising, the following types are distinguished.

• Perceived Image - this is how others see a person or company, while people may not even know how they are treated and how they actually respond.
• Required - This applies to a greater degree to the business sphere, when some specialties require well-defined image characteristics.For example, these include the royal crown, judicial robes and military uniforms - they are included in the list of characters needed to perform specific social and service roles.

Depending on the principle of image formation, we highlight such image options.

• Spontaneous - one that has developed naturally. It can have both a positive and a negative connotation.
• Focused - takes place when a reputation is created artificially in order to form a favorable or negative attitude to a particular subject.

Depending on the characteristics of perception:

• rational image - it is focused on a narrow circle of people competent in a particular area;
• emotional - Designed for a wide range of people.

This is especially true in business and political technology, although in building personal relationships, the opinions of others are often key.

About the types of image that form a personal appeal, see the video below.