Name: Sylvia Kok Ying Jin
HMB tutorial 21/11/2012
1. Choose any ad (print or TV). Explain how the ad uses Maslow’s Hierachy of Needs to sell the product. Explain what type of emotions the ad is trying to appeal to.
The ad I chose was: “Hard Times – Coca Cola Commercial” (http://www.youtube.com/watch?v=EnUKurl7Fog). This ad features the ever popular ‘The Simpsons’ (a popular American animated series that debut since 1989). In the ad, the main character – C. Montgomery Burns, a billionaire, has lost his entre lifetime of fortune, including his home. In the first part of the ad you can see all his property being sold and his house being “moved” by helicopters. This first scene emphasizes on esteem and safety where his confidence, self esteem is really low and all his achievements are lost in that split second. It makes it relatable in a sense as this ad was launched on January 2010, just after the recent recession in 2009. Mr. Burns is then seen walking through a park with a despondent expression on his face. He sees many happy people all around him, including his own personal assistant. The first appearance of coca cola in this ad is very subtle (the coca cola bottles in the champagne stand and also people queuing for a coca cola. Even the police officer and the criminal have a bottle of coke in their hands). This scene emphasizes on love and belonging, it taps on the need and want for love and intimacy between friends and family. Mr. Burns then walks away sadly, where he experiences self actualization, accepting the fact that he’s lost everything and has nobody. (This is because in the original series, Mr. Burns is actually a mean and selfish person thus is all alone now). At the same time, there is another form of self actualization when Apu, sees Mr. Burns and decides to offer him a bottle of coca cola. This is a display of morality and a kind gesture in an attempt to make Burns feel better. In the final...
Please join StudyMode to read the full document