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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. - PowerPoint PPT Presentation
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Cultural Ads &Needs and Appeals
Cultural Ads &Needs and Appeals
Yesterday’s ObjectivesYesterday’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 ObjectiveToday’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 ActivityIntro 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 AdsCulture in Ads
How advertisers persuade…
How advertisers persuade…
Intro QuestionsIntro Questions
How would you define a need?
How is it different than a want?
How are needs connected to a person’s motives?
Motivational PsychologyMotivational Psychology
What drives people to do the things they do?
Basic ConceptsBasic Concepts
Needs - States of tension within a person
Motives - internal states that arouse and direct behavior toward specific objects or goals
ActivityActivity
In your journals, organize the list of 15 appeals in order of priority
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
Biological and Physiological NeedsBiological and Physiological NeedsBasic life needs—air, food, drink, shelter, warmth, sex, sleep, etc.Basic life needs—air, food, drink, shelter, warmth, sex, sleep, etc.
Safety NeedsSafety Needsprotection, security, order, law, limits, stability, etc.protection, security, order, law, limits, stability, etc.
Belongingness and Love NeedsBelongingness and Love Needsfamily, affection, relationships, work group, etc.family, affection, relationships, work group, etc.
Esteem NeedsEsteem Needsachievement, status, responsibility, achievement, status, responsibility,
reputationreputation
Self-actualizationSelf-actualizationpersonal growth and fulfillmentpersonal growth and fulfillment
Maslow and NeedsMaslow 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 InfoGathering More InfoLet’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
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 AffectionNeed for Affection
Ad ExplorationAd 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 SharePair 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 SharePair 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?
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