Emotional Appeals and Ad Techniques in Adveratising

Good advertisements cater towards an audience and their needs in order to market their product in the most effective way possible. Ads often target specific needs such as the need for affiliation or the need to feel safe and use different marketing techniques to make their message more effective. 

For example, this Coors light ad satisfies the need for affiliation, the need to dominate, and the need for prominence. The need for affiliation is expressed by the team of people that are coming together. as well as by the phrase "we climb together." The team celebrating a victory displays the need to dominate. The need for prominence is expressed both by the woman that is being hoisted on the shoulders of the others and by the fact that the team has just won something. Because the giant red Coors logo is placed right in the center of the huddle, the consumers viewing the ad with think that they, too, can have these needs satisfied if they drink Coors light. 

The marketing techniques used in this ad are weasel words, patriotism, transfer/association, bandwagon, and subliminal persuasion. The word "together" is a weasel word because it is vague and versatile, therefore, as a result it makes no real guarantees. Subliminal persuasion is shown through the odd color choices.  The image itself is completely black and white. This helps the giant red Coors logo and red catch phrase text to stand out. This technique is also shown through the choice to place the Coors logo in the center of the celebratory huddle to associate Coors with togetherness. This is also transfer/association. Patriotism is shown through the red white and blue incorporated in the coloring as well as the fact that basketball is a sport associated with America and that beer, the product being advertised, is considered American as well. This also uses the bandwagon marketing technique by tapping into the human desire to be a part of something and making you think that you will be if you drink Coors light. 

This is very effective and persuasive advertising. 

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