Motivation in Advertising

Motivations in Advertising

Ashley Johnson

April 11,2016

Psy/211

Judy Manning

Consumerism is a fundamental component of economics. Companies understand that

consumers have a broad range of motivations that will compel them to buy a product or seek a

particular service. In a capitalistic economy, there is competition in the marketplace. Therefore,

companies spend considerable capital on marketing campaigns. One recent marketing

campaign from Pepsi featured Jamal Lyon from the hit shows Empire. It was him going onto

the subway than he opens the Pepsi and drinks it, and everyone starts dancing to his song.

As far as motivation goes, some theories seek out to explain why people do what they do. There

is the arousal theory of motivation suggests that people are motivated to engage in behaviors

that help them maintain their optimal level of arousal. Biology drives many of our behaviors

such as eating, drinking and sleeping. We have a biological need for food, water, and sleep.

Therefore, we are motivated to eat, drink and sleep(Cherry,2015). Drive theory suggests

that people have basic biological drives and that our behaviors are motivated by the need to

fulfill these drives. (Cherry,2015) Figuring this out and using it to the advantage of a

company is what the marketing department is designed to do.The instinct theory of motivation

suggests that instincts motivate behaviors. An instinct is a fixed and inborn pattern of behavior.(Cherry,2015) .

Marking companies believe if they add a famous person to their commercial that their product

will get bought more than othersThe commercial is entertaining and fun it attracts the younger

crowd. Jamal Lyon and his song are the excitement of this commercial. Pepsi is trying to get

the younger crowd to go out and put their products. Pepsi is taking things a step further by

gaining placement in the show and its storyline and then weaving those elements into an ad...