Ebert and Griffin (185) categorize Abraham Maslow's hierarchy of needs model into five types of needs, which are physiological, safety, belongingness, ego, and self-actualization. The perception of how products can fulfill these needs influences customers' purchase decisions.
To market products effectively, advertisements utilize different appeals such as Emotional Appeal, fear appeal, humor appeal, sex appeal, music appeal, scarcity appeal, rational appeal, masculine feminine appeal, brand appeal, snob appeal, adventure appeal, less than perfect appeal, romance appeal, emotional words or sensitivity appeal, youth appeal, endorsement, play on words, bandwagon appeal, plain appeal and statistics (Ambekar, 1).
This analysis will examine how advertisers target the different needs of Maslow's hierarchy by looking at the following advertisement.
Advertisement from Cover Girl magazines promote
...s Olay's Simply Ageless Foundation. This innovative anti-aging product defies traditional aging products by staying suspended over wrinkles, providing a consistently youthful appearance (People, 1).
The advertisement presents Ellen DeGeneres, a highly accomplished actress and media personality known for her roles in acclaimed productions such as Finding Nemo and Ellen. Additionally, DeGeneres hosts her own talk show and is married to actress Portia de Rossi (People, 1).
The advertisement promotes the idea that using Olay's Simply Ageless Foundation product can result in a timeless and attractive appearance, similar to that of DeGeneres. This advertisement utilizes both the appeal to youth and the appeal to both genders to convey its message.
The product gives the impression of attaining a youthful look. The advertisement portrays DeGeneres as the perfect person and states that by using the product, one can also attain the qualities of perfection.
View entire sample
justify;">The appeals made in this context take advantage of the human need for belonging, as described in Maslow's hierarchy. In a society that highly values youth and physical attractiveness, individuals are encouraged to make significant efforts to gain societal approval by attaining beauty or maintaining a youthful appearance.
Works Cited:
Ashwini Ambekar (2009) discusses various types of advertising appeals in an article published on 9 Jan 2009. The article can be found at http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html and was last accessed on 26 June 2009.
The book "Business Essentials" by Ebert, Ronald J and Griffin, Ricky W. was published in 2000 by Prentice Hall and has an ISBN of 0130842559 and 9780130842558.The URL provides details about the release of Ellen DeGeneres's CoverGirl ads by People magazine on December 10, 2008. The article can be accessed via the provided link and was viewed on June 26, 2009.
- Sales Promotion essays
- Advertising campaign essays
- Advertisement essays
- Advertising essays
- Anheuser-busch essays
- Audience Theory essays
- Brand essays
- Brands essays
- Competitor Analysis essays
- Consumer essays
- Detergent essays
- Marketing Management essays
- Marketing Mix essays
- Marketing Plan essays
- Marketing Research essays
- Marketing Strategy essays
- New Product Development essays
- Point Of Sale essays
- Price essays
- Procurement essays
- Product essays
- Product Differentiation essays
- Product Placement essays
- Promotion essays
- Promotion And Marketing Communications essays
- Research Design essays
- Retailing essays
- Trademark essays
- Abnormal Psychology essays
- Abraham Maslow essays
- Attachment Theory essays
- Authority essays
- Behaviorism essays
- Classical Conditioning essays
- Cognitive Psychology essays
- Counseling essays
- Developmental Psychology essays
- Educational Psychology essays
- Erik Erikson essays
- Family Therapy essays
- Jean Piaget essays
- Maslow's Hierarchy Of Needs essays
- Mental Health essays
- Operant Conditioning essays
- Personality Psychology essays
- Positive Psychology essays
- Psychoanalysis essays
- Psychotherapy essays
- Sigmund Freud essays
- Social Psychology essays
