Advertisers And Marketers Use Motivation Theory When They Cr

Advertisers And Marketers Use Motivation Theory When They Create Adver

Find a video clip of a commercial for a particular product, and identify which motivations are being targeted in the ad. Write a 700- to 1,050-word (about two to three pages) paper that summarizes the commercial, describes which motivation(s) are targeted and which are not, compares different theories of motivation (instinct, evolutionary, drive, arousal, incentive, and hierarchical), and explains which theory best fits the selected advertisement. Properly cite any resources used and include a link to the commercial.

Paper For Above instruction

In analyzing the use of motivation theory in advertising, it is essential to examine specific commercials to understand how they aim to influence consumer behavior by appealing to particular psychological drives. For this purpose, I have selected a commercial for Coca-Cola’s holiday campaign, which emphasizes themes of happiness, social connection, and tradition. The commercial features diverse groups of people sharing moments of joy while enjoying Coca-Cola beverages during festive occasions, embodying a message of togetherness and celebration. The commercial can be viewed at the following link: Coca-Cola Holiday Commercial.

This advertisement primarily targets the motivation of social affiliation and the desire for positive social interactions. It appeals to consumers’ innate need to belong, connect, and experience shared happiness. By depicting scenes of friends, families, and strangers coming together during celebrations, the ad evokes feelings of warmth, inclusion, and emotional bonding. These motivations are primarily driven by the need for social approval and connection, which are central to human nature. The commercial does not explicitly target motivations such as survival instincts (e.g., hunger or thirst) or competitiveness, but rather focuses on emotional and social fulfillment.

Comparing various motivation theories provides insight into how the commercial appeals to different psychological drivers. Instinct theory suggests behaviors are driven by innate biological instincts. In the context of this ad, this theory is less relevant, as the commercial emphasizes social and emotional bonding rather than innate survival instincts. Evolutionary theory posits that behaviors are shaped by natural selection to increase reproductive success and survival; again, while social bonds perhaps historically increased survival, the ad’s focus on celebration and happiness is more aligned with emotional fulfillment than direct evolutionary drives.

The drive reduction theory emphasizes the idea that humans are motivated to reduce internal tension caused by unmet biological needs, such as hunger or thirst. Although Coca-Cola is associated with quenching thirst, the commercial does not predominantly frame the product as a necessity for survival but rather as a catalyst for joyful social experiences. Therefore, drive reduction is less applicable here.

Arousal theory states that individuals seek optimal levels of arousal for enjoyment and engagement. While this theory might suggest that consumers seek stimulating experiences, the ad’s focus on emotional warmth and social connection suggests that it aims to foster feelings rather than increase arousal levels. The commercial aims to evoke a sense of happiness and belonging, which are associated with emotional arousal but not necessarily the heightened physiological arousal targeted by the theory.

Incentive theory proposes that individuals are motivated by external rewards and incentives. The commercial effectively appeals to the incentive of social approval and shared joy rather than material rewards, indicating that the motivation comes from the positive consequences of social bonding. This aligns well with the commercial's context, which emphasizes emotional and social incentives rather than tangible rewards.

The most fitting theory to explain this advertisement is the hierarchy of needs theory, particularly the social and esteem levels. According to Maslow’s hierarchy, humans have needs for belongingness and love, as well as esteem and self-actualization. The commercial appeals to these needs by portraying Coca-Cola as a facilitator of social connection and positive social recognition. Consumers are encouraged to associate the product with feelings of happiness, acceptance, and social validation, satisfying their higher-order psychological needs.

In conclusion, the Coca-Cola holiday commercial effectively employs motivational appeals centered around social connection and emotional fulfillment. While elements of incentive motivation are present, the predominant driver aligns with Maslow’s hierarchy of needs, emphasizing belongingness and esteem. Understanding these motivation theories helps marketers craft campaigns that emotionally resonate with consumers and motivate behavior effectively. Future advertising strategies might benefit from leveraging these insights to foster deeper emotional bonds with target audiences, ultimately driving brand loyalty and purchase intent.

References

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• Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54–67.
• LeDoux, J. (2012). The emotional brain: The mysterious underpinnings of emotional life. Simon and Schuster.
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