Behavior across the lifespan

 Erikson's theory of psychosocial development focus on social experience and how it influences ego identity, ego strength and conflict. The theory  of psychological development is a meaningful concept that uses the ‘epigenetic principle' which means that nurture and experience are two elements that shape human development.  The concept of epigenetic principle states that personality develops throughout the entire lifespan and various stages shape personality and behavior. However, one stage does not help a person to move to the next stage but what happens is that the stages are in a predetermined order (Louw et al. 1998). In other words, the social and cultural influence play a role in creating the sense of self, competence, and conflict which serves as a turning point.

 Stages of Erickson's theory

 Trust versus mistrust (0-2 years)

 In developing a series of commercials, the first developmental stage to consider is the trust versus mistrust stage.  This stage concentrate on the infants and the role of parents in meeting the infant's needs such as parental love, food and shelter. This stage states that infants need early experience and this stage is important as infants create trust or mistrust concerning the behaviors of the caregiver (Louw et al. 1998).  Example of character who represents this stage is my relative whose name is Michelle.   The latter has a child aged one year. The parent represents this stage by giving the child a safe environment such as soothing the child when he cries, playing with the child, spending time with the child and as a result, the child gains self-confidence and creates trust.

 Autonomy versus shame and doubt (2-4yeras)

 At this stage, the child aged 2 to 4 years adhere to the defined rules.  If the parents or the caregivers set positive rules, the child will conform to the positive rules and develop positive behaviors and vice versa. The child has the power to develop a sense of autonomy, self-control, willpower and overcome shame and doubt with respect to the set rules and standards. However, if the parents criticize the child for not adhering to the rules, they reduce the child's self-esteem and the child develops the feelings of guilt and shame (Louw et al. 1998).  A character that represents this stage is known as Sonny in the Big Daddy comedy film.  Sonny allows Julian to exercise autonomy such as making cereals and tying his shoes. However, Julian is unable to complete the task and rather than creating shame and doubt due to failure; Sonny helps the boy.

 

 Initiative versus Guilt (4-5 years).

 At this stage, autonomy allows a child to explore the world and develop a sense of purpose.  In the external world, they interact with people and the interaction helps them identify their gender roles (Scheck, 2014). A character that represents this stage is my small brother who is known as William. The latter is five years old, and he likes social interaction since through interaction, he learns new things, he develops a sense of self, self-confidence and more importantly, he understands the surrounds.  He also likes to play with tools and constructs his things.   However, I notice that when he fails to complete the task, he feels inferior.

 

 Industry versus inferiority (5-12 years)

 At this stage, a child reduces the feelings of inadequacy since through gaining skills and knowledge; he can develop persevering diligence and focus on competence, achievement, and accomplishment. Teachers, parents, relatives, and friends play a role in helping the child achieve success in life (Scheck, 2014).  A character who represents this stage is Natalie in the novel ‘The Tulip Touch' by Anne fine. Natalie creates a friendship with Tulip, but as time goes on, Natalie notices that her friend has disruptive behaviors and she decides to breaks the bond and lives her own life.

 

Identity versus role confusion   (13-19 years)

 This stage is associated with an identity crisis since the majority of young people focus on understanding ‘who am I,' the self-identity or the group they belong and the values and ideals or the goals to achieve in life. During the transition stage, young people face difficulties since they have to know who they are, define themselves and develop a good identity.  They need support and love, and in this case, parents and teachers act as role models to ensure that they develop fidelity.  For example, in the novel ‘The Tulip Touch,' Natalia tries to form her identity by breaking the friendship with Tulip. She develops a ‘full sense' of who she is and focuses on saving her own life.

 

 Intimacy versus isolation (20-40 years)

            At this stage, young adults need love, romance, and supportive relationships.  They tend to build a healthy relationship with people, and they are likely to develop a sense of loneliness when the connection fails. A strong sense of identity influences the intimacy and maturity is an essential element that helps the relationship to survival. In a relation, young couple focuses on fidelity and devotion since there are interested in committed relationships and avoid isolation and loneliness (Scheck, 2014).   Hanif Kureishi represents this stage in his novel ‘Intimacy’. In the novel, Jay and Susan are couples who are in a marriage but later they break the marriage, and both develop the feelings of isolation and loneliness.  Jay desire to be accepted and loved but his wife does not fulfill the man's needs.

 

 Generativity versus Stagnation (40-65 years)

 At this stage, people do not focus on love and intimacy, but they concentrate on important issues like raising the children, joining community organization and church groups and more.  In other words, people at this stage develop a sense of unity and care, and if they fail to connect themselves to the community, they create an understanding of worthlessness (Louw et al. 1998). I can give an excellent example of my parents who are aged 40-65 years. At this age, they do not focus on love and intimacy, but they engage themselves with constructive things such as community development, good parenting and more.

 

 Integrity versus Despair (65 years)

            At this stage, people reflect back on where they have come from and the things they have accomplished.   There are two of people; that is, those who develop a sense of pride and those who regret the past life.  Those who create a sense of dignity do not fear death since they are satisfied with the worthwhile and meaningful life they lived. However, those who regret the past fear of death and regret if they accomplished their goals (Louw et al. 1998).  In the film ‘Golden Years'    Miller describes   Arthur and Martha as a law-abiding couple who reflect back and develop a sense of pride since they worked hard at young age and investment.  The couple lives happily in suburban Bristol enjoying their golden years.

 

In developing a series of commercials, it is essential to review these stages of psychosocial development to understand the different stages, the different needs and how to fulfill the requirements.  By focusing on these stages, it is possible to understand the real personality. For example, people in middle and adulthood stage are active and focus on personal growth. Overall, it is essential to follow each step to meet the needs of both children and adult.

 

 

 

 

Reference

 

Louw, D. A., Van, E. D. M., Louw, A. E., & Botha, A. (1998). Human development. Cape Town: Kagiso

Tertiary.

 

 Scheck, S. (2014). The Stages of Psychosocial Development According to Erik H. Erikson. München: GRIN

Verlag GmbH.