Advertising and the Hierarchy of Needs: An Analysis of Three Recent Auto Commercials

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Advertising and the Hierarchy of Needs Introduction The most effective advertising supports and strengthens the unique, differentiating aspects of a product or service, infusing both the product and its brand with a unique, positive, compelling emption. Together, advertising and branding are powerful catalyst for motivating prospects to buy, as they seek not just the product features but the experience and often-intangible value that advertising portrays products as having (Rada, 1995). Exceptional advertising can traverse the entire spectrum of physiological, psychological, social and aspirational needs unifying them into a common framework that portrays a product meeting these diverse needs as represented in the Maslow hierarchy (Kleiner, 1983). The intent of this analysis is to evaluate here commercials including Mercedes Benz "Faithful", 2011 Harley-Davidson Sportster Superlow and Chevrolet "100 Years of Chevrolet- Then & Now". Analysis Of Three Recent Auto Commercials Starting with the Mercedes Benz "Faithful" commercial, the target markets are upper income, middle aged adults who deeply value reliability, security, safety and trust while also aspiring for prestige in their automobiles. The target market for Mercedes-Benz are upscale families who are part of a broad psychographic segment that includes parents, grandparents, working professionals and commercial businesses including ambulance services that must have a reliable, safe vehicle do their tasks. Mercedes

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