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By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis.

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Presentation on theme: "By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis."— Presentation transcript:

1 By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis

2 M&M´s: - M&M chocolates were first sold in 1941 as food for soldiers during World War II, as an “easily packed energy snack”. - This study analyzes Mar’s successful advertising strategy using Packard’s hidden needs theory.

3 Description of the Artifact - Brand awareness, is very important for M&M’s. The logo, slogan and packaging are very helpful for the product’s purpose since it creates brand loyalty. - The M&M’s campaigns uses a variety of strategies in order to create brand awareness and positioning in TV ads, magazine ads, billboards, among others. - Characters have their own personality:

4 Methodology: Packard’s Eight Hidden Needs - Effective advertisement is not necessarily targeted to satisfy basic needs. - Persuasion is more effective “when the message is directed at an emotion that is associated with a basic need. - Eight Hidden needs: - Emotional security, reassurance of worth, ego gratification, creative outlet, love object, sense of power, the need for roots and immortality.

5 Emotional Security

6 Ego Gratification and Reassurance of Worth - M&M’s asking for public opinion Blue was added to the family after voting.

7 - Need for Creative Outlet - “Chocolate Camp” 1993 commercial G56krE&feature=related G56krE&feature=related - Need for love objects - “All the World Loves M&M” 1980’s commercial - Need for Sense of Power -“Go Fish” 1972 commercial -http://www.youtube.com/watch?v=Lo_vyTNhH XYhttp://www.youtube.com/watch?v=Lo_vyTNhH XY

8 - Need for Roots –2007 Adam’s family commercial - Need for Immortality –M&M’s “River of Chocolate Campaign”

9 Conclusion -According to Global Exchange (2007), M&M’s is the largest chocolate and candy company in the world with annual sales of more than $20 billion in It is also among the largest companies in the country and in 2007, its three-owners were worth $10.4 billion each. Knowing this it is evident that the brand’s persuasive strategy has been a success.


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