8/12/2019 Advertising Appeals - Details

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A Trio of Needs

1. Need for Power: (see 5-hour energy drink Ad)

Need for power is the individuals desire to controlenvironment or the surroundings. In this advertisement of5hour energy drink, it is shown that after having the drink,the person need for power has fullled and people canwork properly at any time of the day. People get motivatedby seeing this ad and they going to use this energy drink tofulll their need for power.

2. Need for Aliation: (see Nokia Ad)

Need for aliation is the need for friendship, acceptance,and belonging. In this advertisement of Nokia, it is shownthat whether you are far away from the people you love,Nokia can connect you and it can increase or develop thefriendship between the two. !here is high level of aliationin this Nokia ad. "arketers have taken this approach inorder to create the aliation between the Nokia andpeople, who use it.

. Need for A!hie"e#ent: (seePe$si Ad)

!he need for achievement is the need for personalaccomplishment and it is closely related to egoistic andself#actuali$ation needs. In this advertisement of Pepsi, it isshown that if u have done everything and master ineverything but until and unless you dont have the mark ofthe Pepsi u havent fullled the need of accomplishment.!he symbol of Pepsi is the highest achievement.

8/12/2019 Advertising Appeals - Details

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%T&'&TA&AN APPA': (see &*A A+, ad)

Ikea is a home furnishing company whichfocuses on the functionality of its productswhich is a highly utilitarian appeal for theconsumers. "ost of the Ikeas furniture isversatile % like closets, cabinets, storageunits, sofa#cum#beds, curtains & room dividers '(#in#)*, etc. Ikea isknown for its compact and sophisticated furniture which is a space#maker, thus making your home and oce very spacious. !hefurnishings of Ikea are low#priced and pertain to utility. !hat is why the+- advertisement of Ikea depicts a utilitarian appeal by showing theattributes and compactness of a walking closet.

/N&0T& APPA': (see T /3 0/P A+,ad)

In the ad of /01 23/P they have used the340/NI appeal which includes fantasi$ing andpleasure that one gets by ac6uiring a product.7Natures way to beautiful7 focuses heavily onmaking the consumer recogni$e they are beautiful,naturally, at any age. It might seem odd for a

cosmetic company to promote natural beauty, butthe ody 2hop is promoting strength and beautythrough individuality. 8sing their natural mineralsmake#up and skin#care products to bring out softer, brighter skin ratherthan layering on to9ic chemicals on your sensitive skin. !hus in this adthey started of by giving a statement 7you are beautiful7 and thencontinuing the idea by further linking it to nature and being naturallybeautiful.

!he advertisement depicts the 7hedonistic appeal7 ## as the girl inthe ad, after using body shop:s product fantasi$es being in a sereneand natural environment. In the end of the ad, the e9pression on themodels face 'when she is standing on the edge of a cli;* shows thatshe feels the beauty within her and relates it to the beauty of thenature.

8/12/2019 Advertising Appeals - Details

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& APPA' -- Pleasure Prin!i$le (seeardee4s ad)

I0 focuses on the pleasure principle whereby the person feels an urgeto get instantly satised in terms of thirst and hunger.!he ad depictsessica+lba. !his is a believable ad because people can easily relate themodel with the product, as she is a star and uses beauty products tolook good. In the right#down side of the ad attribution of product isdescribed that it is =awless and weightless and available in natural skin

shades. !his product is for working ladies who need something to lookfresh and perfect like >essica.