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Advertisers And Marketers Use Information About Our Motivations When T

Advertisers and marketers use information about our motivations when they create advertising campaigns. Find video clips of commercials for a particular product and identify which motivations are being targeted in the ad. Create a 350 to 525 word (about 1 to 1 1/2 pages) paper about motivation in which you do the following: Summarize the commercial. Describe the motivation(s) being targeted in the ad. Also consider which motivations aren't being targeted. Compare the different theories of motivation (instinct, evolutionary, drive, arousal, incentive, and hierarchal) and explain their relevance, if any, in the advertisement. Note. Be sure to properly cite any resources you use.

Paper For Above instruction

In analyzing advertisements, it becomes evident how marketers strategically employ specific motivations to influence consumer behavior. A recent commercial for a luxury SUV effectively demonstrates this approach, targeting motivations related to status, safety, and adventure. The commercial depicts individuals exploring rugged terrains, emphasizing themes of thrill-seeking and independence, thereby appealing to consumers' need for excitement and self-fulfillment. It also underscores safety features, targeting motivations linked to security and protection, crucial concerns for many buyers in the vehicle segment.

The primary motivations targeted in this commercial include esteem and self-actualization, as the ad appeals to consumers' desire for status and personal achievement. The depiction of rugged exploration and exclusivity suggests that owning this vehicle elevates the consumer's social standing while providing a sense of personal mastery. Additionally, motivations related to safety and security are highlighted, appealing to the fundamental need to protect oneself and loved ones. Subtle cues, such as the rugged terrain and confident drivers, evoke a sense of adventure, thrilling the audience and tapping into arousal motivation, which seeks stimulation and excitement.

Conversely, motivations not explicitly targeted include affiliation and belonging. The commercial focuses more on individual achievement and adventure, rather than community or social connection. While the imagery may evoke admiration from peers, it does not directly appeal to social acceptance or relationships, which are core factors influencing behavior in many consumer choices.

When examining different theories of motivation, each offers valuable insights into the ad's approach. Instinct theory, which posits inherent biological drives, plays a minimal role here, as the ad appeals more to complex social and psychological needs. Evolutionary theory, emphasizing survival and reproductive success, is subtly invoked because status and safety can influence reproductive advantages, but it is not explicitly emphasized.

The drive reduction theory, rooted in biological needs, is less relevant in this context, as the ad does not focus on basic physiological drives like hunger or thirst. Instead, it caters to higher-order psychological motivations, such as achievement and esteem, aligning more with Maslow's hierarchy of needs, which suggests that human motivation progresses from physiological to self-fulfillment needs.

Incentive theory, which revolves around external rewards and reinforcements, is highly applicable here. The commercial is designed to associate the vehicle with positive rewards such as recognition, adventure, and prestige. The positive imagery encourages consumers to pursue these external incentives by purchasing the product.

Arousal theory, concerning the pursuit of stimulation and excitement, is clearly engaged by the ad's adventurous themes. The depiction of rugged terrains and dynamic driving scenes evokes a sense of thrill and stimulation, motivating consumers seeking arousal.

In conclusion, this commercial effectively integrates multiple motivational theories, primarily focusing on esteem, safety, and arousal motivations. By doing so, it appeals to both basic and higher-order needs, enhancing its persuasive power. Understanding these underlying motivations helps explain why consumers respond to such marketing strategies, highlighting the importance of aligning advertising content with intrinsic human motivations.

References

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• Deci, E. L., & Ryan, R. M. (2000). The "what" and "why" of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.
• Freud, S. (1923). The ego and the id. SE, 19, 12-66.
• Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370-396.
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