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Cultural Reflections in Ads: Appeals to Basic Needs

Explore how ads reflect culture, identify appeals to basic needs, compare old ads with modern ones, and analyze techniques used by advertisers. Engage in group discussions and self-reflection on the impact of ads on consumer behavior.

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Cultural Reflections in Ads: Appeals to Basic Needs

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  1. Cultural Ads &Needs and Appeals

  2. 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

  3. 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

  4. 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

  5. Culture in Ads

  6. How advertisers persuade…

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

  8. Motivational Psychology • What drives people to do the things they do?

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

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

  11. 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’s Hierarchy of Needs

  12. 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

  13. 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.

  14. 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?

  15. Need for Affection

  16. 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?

  17. Milk has 9 essential nutrients, which makes it one of the most nutritious things you and your kids can drink. Finally. A wholesome blockbuster.

  18. 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

  19. 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?

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