Presentation on theme: "By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis."— Presentation transcript:
By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis
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.
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:
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.
Ego Gratification and Reassurance of Worth - M&M’s asking for public opinion -1995- Blue was added to the family after voting.
- Need for Creative Outlet - “Chocolate Camp” 1993 commercial http://www.youtube.com/watch?v=AD_q- G56krE&feature=related http://www.youtube.com/watch?v=AD_q- 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
- Need for Roots –2007 Adam’s family commercial - Need for Immortality –M&M’s “River of Chocolate Campaign”
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 2007. -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.