By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis.
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Transcript of By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis.
![Page 1: By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551b0cdb5503462e578b58b9/html5/thumbnails/1.jpg)
By: Maria Molina
Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical
Analysis
![Page 2: By: Maria Molina Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical Analysis.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551b0cdb5503462e578b58b9/html5/thumbnails/2.jpg)
M&M´s:
- M&M chocolates were first sold in 1941 as food for soldiers during World War II, as an “easily packed energy snack”.
- This study analyzes Mar’s successful advertising strategy using Packard’s hidden needs theory.
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Description of the Artifact
- Brand awareness, is very important for M&M’s. The logo, slogan and packaging are very helpful for the product’s purpose since it creates brand loyalty.
- The M&M’s campaigns uses a variety of strategies in order to create brand awareness and positioning in TV ads, magazine ads, billboards, among others.
- Characters have their own personality:
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Methodology: Packard’s Eight Hidden Needs
- Effective advertisement is not necessarily targeted to satisfy basic needs.
- Persuasion is more effective “when the message is directed at an emotion that is associated with a basic need.
- Eight Hidden needs:- Emotional security, reassurance of worth, ego gratification, creative outlet, love object, sense of power, the need for roots and immortality.
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Emotional Security
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Ego Gratification and Reassurance of Worth
- M&M’s asking for public opinion- 1995- Blue was added to the family after voting.
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- Need for Creative Outlet - “Chocolate Camp” 1993 commercial http://www.youtube.com/watch?v=AD_q-G56krE&feature=related
- Need for love objects- “All the World Loves M&M” 1980’s commercial
- Need for Sense of Power- “Go Fish” 1972 commercial - http://www.youtube.com/watch?v=Lo_vyTNhH
XY
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- Need for Roots – 2007 Adam’s family commercial
- Need for Immortality – M&M’s “River of Chocolate Campaign”
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Conclusion
- According to Global Exchange (2007), M&M’s is the largest chocolate and candy company in the world with annual sales of more than $20 billion in 2007.
- It is also among the largest companies in the country and in 2007, its three-owners were worth $10.4 billion each. Knowing this it is evident that the brand’s persuasive strategy has been a success.