Advertising Analysis

Introduction

Advertising can be simply defined as creating and sending a message to the audience. In the present society, the modern advertising is any form of paid message by the sponsor to influence audience for achieving the sponsor’s objective, promote their products, services and ideas. Advertising influence consumer’s behavior through many aspects, psychological influences is one of them.

The purpose of this paper is focus on using Maslow’s hierarchy needs theory to analysis five environmental friendly products’ advertisements. It will analysis how advertisers use needs and wants to create advertisement to motivate target consumers’ behavior. Though analysis the Chinet and four other advertising and combine the marketing research, design an advertising strategy for Chinet

Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation. This theory is often portrayed in the shape of a pyramid, with the largest and most fundamental levels of needs physiological at the bottom, then safety, belongingness, ego needs(esteem) and the need for self-actualization at the top.( Maslow Abraham, 1954) The motivation is the drive that leads the consumer towards buying a product or service. If the motivation is high, meaning the need or perception of need is high, the individual will actively seek to satisfy that need. This results in the consumer deciding to buy the product or service. (Jen Davis, 2010) The five advertising are as follows:

AD1 : Dandelion baby product

This advertisement is from Dandelion, it is a company which is sales baby product. In this advertising, the designer use brown, green and yellow to be the main color, all these colors are the color of the earth and environment. In the middle of the advertisement are the products of the company, the background is very light color to attract consumers eyes. On the top right corner is the logo of Dandelion, there is a small sunflower on...