Cultural Ads &
Needs and Appeals
Yesterday’s Objectives
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Recognize good writing style and make
comparisons with your own
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Understand how various aspects of culture are
reflected in ads
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Finding 2 ads
•
Listing how the details reflect culture
•
Comparing 1 ad with contemp. American ad
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
Intro Activity
•
Get together with your group
•
Be prepared to share…
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The old/foreign ad you compared with a
contemporary American ad—highlight what the
ads show about culture
Culture in Ads
How advertisers
persuade…
Intro Questions
How would you define a need?
How is it different than a want?
How are needs connected to a person’s
motives?
Motivational Psychology
What drives people to do the things they do?
Basic Concepts
Needs - States of tension within a person
Motives - internal states that arouse and direct
behavior toward specific objects or goals
Activity
In your journals, organize the list of 15 appeals in
order of priority
Maslow’s Hierarchy of Needs
Self-actualization
personal growth and fulfillment
Esteem Needs
achievement, status, responsibility, reputation
Belongingness and Love Needs
family, affection, relationships, work group, etc.
Safety Needs
protection, security, order, law, limits, stability, etc.
Biological and Physiological Needs
Basic life needs—air, food, drink, shelter, warmth, sex, sleep, etc.
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
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.
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 Affection
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?
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 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 Share
Note the visual or textual elements in the ad that
use or highlight that need
How effectively does the ad hit those appeals?