Cultural Ads & Needs and Appeals

Yesterday’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 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 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 Ads

How advertisers persuade…

Intro Questions How would you define a need? How is it different than a want? How are needs connected to a person’s motives?

Motivational Psychology What drives people to do the things they do?

Basic Concepts Needs - States of tension within a person Motives - internal states that arouse and direct behavior toward specific objects or goals

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

Maslow’s Hierarchy of Needs Biological and Physiological Needs Basic life needs—air, food, drink, shelter, warmth, sex, sleep, etc. Safety Needs protection, security, order, law, limits, stability, etc. Belongingness and Love Needs family, affection, relationships, work group, etc. Esteem Needs achievement, status, responsibility, reputation Self-actualization personal growth and fulfillment

Maslow 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 Info Let’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 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 Affection

Ad 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 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 Share Note the visual or textual elements in the ad that use or highlight that need How effectively does the ad hit those appeals?