Guitar Center Advertising Analysis

Guitar Center: Selling the Greatest Feeling
What can a customer expect when they walk into a Guitar Center? In most cases a Guitar Center is just like any other music store but this advertisement deems that it is the only place a musician can find themselves. First introduced in the journal Introduction to psychology, Abraham Maslow’s hierarchy of needs is a psychological concept based on fundamental human necessities. The bottom of the list being the most important at psychological it progresses through safety, love/belonging, esteem and ends with self-actualization (Kalat 259-260). Guitar World is a magazine for guitarists ages 12-24 that mostly play electric guitar and like rock music (Guitar World). This Guitar Center advertisement is mostly
The advertisement states “all we sell is the greatest feeling on earth”. However appealing that may sound it is really an empty claim as it is only implied as to what gives that feeling. These words are used to encapsulate the feeling of greatness that will be provided by buying a product from guitar center. It is also noticeable that the letters for the line “all we sell is the” are smaller than the letters for the line “greatest feeling on Earth”. The advertisement is trying to pull attention towards that line because the idea of feeling good is a hook. Guitar Center does not sell feelings, they sell guitars and accessories. This line also is an example of material possessions being valued so highly in society. The ad slightly mentions that the greatest feeling that could be had is from a material possession. Thinking of getting a great feeling from a store is a good claim however it is an empty claim as all they really sell are
The atmosphere used in the advertisement for Guitar Center is a big factor in showing what it could be like there; hinting that the store is the place where laid back and peaceful people go. Using James Hetfield is another tactic used in the ad. It resonates with guitarists that a big name in rock music is shopping at this store. In relation to that the need for esteem is shown in the wording by Hetfield. The advertisement shows the idea of not being afraid and finding a voice. It is insinuated that if that person went to guitar center they could gain confidence like Hetfield did. The James Hetfield Guitar Center ad is trying to be viewed as the place to find contemporary solace with oneself. Lastly this advertisement shows what is valued in society as a whole. They use hard word, celebrity power and materiel possessions to lure consumers. The advertisement uses the tactics like atmosphere, celebrity endorsement and word play to persuade consumers to shop at Guitar Center. With all that is laid out on the page the ad makes a convincing argument; however many of these arguments have no substance and fall flat when thought is given to what is being said.