Cultural Ads &Needs and Appeals

Cultural Ads &Needs and Appeals

Yesterday’s ObjectivesYesterday’s Objectives

• Recognize good writing style and make comparisons with your own

• Understand how various aspects of culture are reflected in ads

• Finding 2 ads

• Listing how the details reflect culture

• Comparing 1 ad with contemp. American ad

Today’s ObjectiveToday’s Objective

• Understand how various aspects of culture are reflected in ads

• Hearing the findings of your research

• Understand the appeals advertisers make to our basic needs

Intro ActivityIntro Activity

• Get together with your group

• Be prepared to share…

• The old/foreign ad you compared with a contemporary American ad—highlight what the ads show about culture

Culture in AdsCulture in Ads

How advertisers persuade…

How advertisers persuade…

Intro QuestionsIntro Questions

How would you define a need?

How is it different than a want?

How are needs connected to a person’s motives?

Motivational PsychologyMotivational Psychology

What drives people to do the things they do?

Basic ConceptsBasic Concepts

Needs - States of tension within a person

Motives - internal states that arouse and direct behavior toward specific objects or goals

ActivityActivity

In your journals, organize the list of 15 appeals in order of priority

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

Biological and Physiological NeedsBiological and Physiological NeedsBasic life needs—air, food, drink, shelter, warmth, sex, sleep, etc.Basic life needs—air, food, drink, shelter, warmth, sex, sleep, etc.

Safety NeedsSafety Needsprotection, security, order, law, limits, stability, etc.protection, security, order, law, limits, stability, etc.

Belongingness and Love NeedsBelongingness and Love Needsfamily, affection, relationships, work group, etc.family, affection, relationships, work group, etc.

Esteem NeedsEsteem Needsachievement, status, responsibility, achievement, status, responsibility,

reputationreputation

Self-actualizationSelf-actualizationpersonal growth and fulfillmentpersonal growth and fulfillment

Maslow and NeedsMaslow and Needs

Needs are hierarchically organized

Needs must be satisfied at the lower levels before we proceed to satisfy the higher levels

Lower needs are more powerful and pressing

Gathering More InfoGathering More InfoLet’s explore how advertisers use and exploit those needs.

Critically read and annotate the article. Feel free to borrow a highlighter to capture personally relevant information.

As you read, keep the following questions in mind:

How might I use this information to help analyze the messages and techniques of advertisements?

In what specific advertisements have I noticed the various appeals used? Please write examples in the margins of the essay.

Post-Fowles Questions

Post-Fowles Questions

What were some of the ads that you thought of when reading the article and what appeals did they use?

What are some of the key quotes that you underlined/highlighted? Why?

Journal Question:

Does the use of emotional needs in advertising signify inappropriate manipulation of the consumer?

Or, are advertisers just satisfying/gratifying human needs and desires?

Are they creating new needs/desires that we didn’t have before?

Need for AffectionNeed for Affection

Ad ExplorationAd Exploration

Let’s explore how advertisers possibly use/exploit these needs…

Look at the following ads and record your analysis: What appeals does it use? How does it use these appeals?

Milk has 9 essential nutrients, which makes it one of the most nutritious things you and your kids can drink. Finally. A wholesome blockbuster.

Pair and SharePair and Share

Now, analyze your own ad—what appeals does it use? How does it use those appeals?

Pair with a partner and share your ad

Have the partner try to guess the appeals that you found

Then, share whether or not they were correct

Pair and SharePair and Share

Note the visual or textual elements in the ad that use or highlight that need

How effectively does the ad hit those appeals?