Four Pleasure Analysis

Sunday, February 3, 2008 15:06

Imaginary Persona: Denny Chin, the *-Lawyer

Denny is a 29 year old lawyer working in one of the most successful and reputable law firms in Singapore. He deals mainly with corporate cases although he has also handled a couple of civil and criminal cases. Since graduating from the National University of Singapore law school and getting his bar 4 years ago, he has gone on to win case after case and has not lost a single one to date. He has thus brought a lot of money into the firm and is very well-liked by founders and partners. For all his success and abilities, he now earns an obscene six-figure salary a year and is practically indispensable to the firm.

Life for the last 4 years has been pretty routine for Denny, as far as routine for a lawyer goes. If he’s not in the office doing paperwork or meeting clients, he would be busy litigating in court. Work hours can extend from early in the morning to late at night, after which he would just go home to rest. If he does happen to have a free night, he might spend it on a date or with colleagues at a nearby pub. To maintain his appearance and fitness, Denny visits the gym twice a week for a good work-out. Every Saturday, he gets together with some of his colleagues for tennis at a nearby country club. Sundays he might again spend it on a date, but this time a much longer one, or simply spend it at home, enjoying the ambience and comfort his home provides and reading a good book.

Denny stays alone in an expensive and luxuriously-furnished apartment near the city. He owns a sports car that he drives on the weekends and another luxury type car he drives to work. Being the only child, Denny was brought up to be extremely independent and confident. Since young, his parents left him very much to his own, concentrating instead on their own careers and lives and always encouraging Denny to take care of himself and survive on his own. When Denny entered university, his parents migrated to Canada and have not met up for a long time.

Red is Denny’s favorite color. It characterizes his intense passion and love, particularly about himself. A narcissist at heart, he has been known to turn people off with his “king of the world” attitude, yet at the same time, his self-affirmed and confident attitude also makes him attractive to many. Handsome, suave and charming all at once, Denny has often exploited his gifts by flirting with various colleagues in his firm and getting his way with them. Surprisingly, most of them actually do not mind, but are instead very flattered by his sometimes chauvinistic advances because he is simply just too attractive, and he knows it. A connoisseur of the arts, he often brings his dates out for plays, exhibitions and musicals before having a meal at some posh restaurant and bringing them back to his home where they spend time getting intimate with each other. However, it is now also well-known that Denny is not one who is ready to settle down as yet and his relationships always end prematurely.

In general, Denny lives on a very big budget and is not shy of flaunting his wealth. He will not hesitate much in spending lavishly to upkeep his sophisticated lifestyle. It is Denny’s dream to one day be made a senior partner in the firm within the next 5 years or to start his own soon.

Physio-pleasure

A physically undemanding job although it does take up a lot of time. However, it is essential to Denny that he maintains his appearance and fitness, just to keep himself attractive. (Need pleasure)

Socio-pleasure

A very proud and self-made man. Loves it when people praise him, especially after winning a difficult case. (Need pleasure)
A ladies man, constantly flirting with women in the office and knowing that most of them actually appreciate it. (Appreciation pleasure)
Being an independent man, it is not essential for him to always be with company. It is more because of his job that he is constantly meeting people. (Appreciation pleasure)

Psycho-pleasure

A psychologically demanding job, needing to think and articulate all of the time. By nature, being a lawyer is stressful and challenging, but Denny always enjoys a good challenge. (Need pleasure)
He is self-affirmed, but praise will only boost his ego. (Appreciation pleasure)

Ideo-pleasure

Denny has an extremely lavish and sophisticated lifestyle. He will not hesitate to spend to keep himself happy and comfortable. (Need pleasure)
A very independent man, and at this point of time, not ready to settle down. He believes in working alone and at many a times, will refuse help from others. He also does not believe in helping others in their cases very much, preferring that they stand on their own feet.
He is a very objective and somewhat unemotional man. He will do and say anything to win a case, even when he knows that his client might be guilty. However, at times, he does struggle with his own sense of ethics and morality.

Product Benefits Specification

Based on Denny’s lifestyle, his main uses of the mobile phone would be to:

1. communicate with his clients and colleagues
2. flaunt it

Since he is not exactly the most sporting type of person, the phone does not need to have a very sturdy design, nor does it need to have many fanciful applications. Since every mobile phone should have the basic functionality of communication, perhaps the most important aspect the phone then needs is to catch people’s attention and to tell others that Denny is a self-made, sophisticated and rich man.

It has to be a phone that would also pique a woman’s interest, since that is who he might spend most of his time with. A phone that appeals not only to men, but also to classy women. Perhaps an in-built organizer might be useful to him, but it would not seem that Denny would use his phone for advanced functions. Although red might be Denny’s favorite color, for a mobile phone, that might be too gaudy if it was all in red. Perhaps if the backlight, or just some parts of the phone were intense red, that would suffice.

Essentially, it just has to be sensuously designed – a phone that exudes sleek and sophistication all at the same time.

With that specification in mind, perhaps the LG KG800 would fit Denny very well. It is described as the latest luxury fashion icon with a minimalist black design enhanced by a sleek yet subtle red backlight. It also received a design award and would be a good talking point for Denny to impress others with.

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