Emma Watson is an icon of movies, being academic and for her speeches on feminism. I think the advert specifically choose her for the appeals of being successful and to achieve as she has very strong opinions about the unfairly treatment of women in the work places and in society and also of toxic masculinity therefore a-lot of people who have the same experiences or views look up to her. This is because they feel the same way however haven't had the platform to talk about these issues whereas because of her big following she has been able to vocalise these issues. Therefore i think when people see her they feel more confident and empowered.
I think a person to view this brand would be 'the succeeder' as on the Maslow's hierarchy of needs 'the succeeder' fits in with esteem needs however unlike 'the aspirer' they don't need it from other people. Therefore i believe because Emma Watson is a feminist who has declined stereotypes of women and unfair treatment i think 'the succeeder' like Emma is comfortable in who they are and do not need approval.
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