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Summary

The lecture delves into the role of advertisements within motion media, focusing on how emotional and psychological needs drive consumer behavior. Drawing from Packard's theory of eight hidden needs, the discussion highlights concepts like emotional security, ego gratification, and immortality, explaining how these needs influence targeted advertising strategies. The lecture also covers the types of advertisements—print, radio, and video—and emphasizes their distinct delivery methods. By understanding these needs, advertisers tailor their messages to persuade or inform specific audiences, influencing their purchasing decisions.

Takeaways

• 😀 Motion media refers to the use of moving images such as videos and movies, and it's a key part of communication in advertising.
• 😀 Advertisement is defined as the use of persuasive messages by an organization or individual to influence buyers and promote products.
• 😀 Advertisers must understand the needs of their target audience to design products that meet those needs and encourage purchases.
• 😀 Vance Packard's theory of 'marketing hidden needs' identifies eight emotional needs that drive advertising, helping businesses target consumers effectively.
• 😀 Emotional security is one of Packard's hidden needs, targeting individuals seeking safety, such as through insurance or social security programs.
• 😀 Reassurance of worth is another hidden need, which focuses on making individuals feel valued, as seen in advertisements targeting housewives or mothers.
• 😀 Ego gratification involves advertising that boosts an individual's sense of superiority, often seen in beauty and luxury product ads like perfumes or skincare.
• 😀 Creative outlets refer to industries or advertisements that encourage self-expression, such as those targeting older individuals through hobbies like gardening.
• 😀 Love objects are items that allow individuals to show affection, such as pet products, which target pet owners looking to care for their animals.
• 😀 Sense of power is a hidden need targeted by ads for products like expensive cars or jewelry that convey status and superiority.
• 😀 Immortality, in the context of advertising, refers to products that promise to preserve one's image or health, like anti-aging creams or life insurance.

Q & A

What is motion media, as discussed in the video?

Motion media is the use of moving images to create videos and movies, focusing on the visual storytelling created by films and other moving image content.

How is advertisement defined in the script?

Advertisement is defined as the use of announcements and persuasive messages by an organization, group, or individual to reach a mass audience, aiming to persuade, inform, or convince buyers to purchase a specific product.

Who are considered the target audience in advertisements?

The target audience, or buyers, are the specific group of people that advertisements aim to persuade, inform, or convince to purchase a product.

What is the significance of studying consumer needs according to the Packard theory?

Studying consumer needs allows advertisers to design products that appeal to the emotional and psychological desires of specific groups, ensuring that the advertisements effectively persuade the target audience to engage with the product.

Can you list the eight hidden needs identified by Packard in marketing?

Yes, the eight hidden needs are: Emotional Security, Reassurance of Worth, Ego Gratification, Creative Outlets, Love Objects, Sense of Power, Roots, and Immortality.

What is an example of an advertisement targeting Emotional Security?

An example is insurance companies like SSS Phil, which provide a sense of safety and security for individuals.

How does an advertisement appeal to Reassurance of Worth?

Advertisements for products like detergent soaps often target housewives, emphasizing the value and importance of their household roles to boost their sense of self-worth.

What type of products target Ego Gratification and why?

Products like perfumes and beauty products target Ego Gratification by making the user feel unique or praised, thereby boosting their sense of self-esteem and superiority.

What are the three types of advertisements mentioned in the script?

The three types are Print Advertisements (magazines, newspapers), Radio Advertisements (heard on radio stations), and Video Advertisements (seen on TV, YouTube, or social media).

How do advertisements utilize the hidden need of Immortality?

Advertisements target Immortality by promoting products that help maintain or improve one's image or longevity, such as anti-aging creams, vitamins, or insurance to protect a family's future.

What is the role of Creative Outlets in advertising?

Creative Outlets appeal to the human need for self-expression. For example, businesses like the gardening industry hire individuals to help them express creativity, thus persuading them to engage with the industry.

How is the Sense of Power targeted in advertisements?

The Sense of Power is targeted through products that make individuals feel superior or influential, such as expensive cars, high-end jewelry, or advanced gadgets.