Motivations in Advertising
One commercial or advertisement that I find perfect for this topic is the NuWave Infomercial. Maybe you have seen it and maybe not, but since I am a night owl I catch this advertisement every single night; I probably know it by heart. This advertisement is simply about a new technology, a portable stove eye that only heats up and heats the stainless steel pots provided for it. I personally find it pretty cool but let’s face it. They are advertising it to the elderly community to prevent fires and burns and other accidents that come along with open fires, gas stoves and electric stove tops. I am more careful than the target audience.
To further explain the infomercial, the two people that appear in the advertisement constantly throw out that the machine is completely operated through conduction. They make it a point to keep reminding the listeners that it is not an electric or open fire burner. By doing this they are spiking our level of interest because that is not something common that you will find in a person’s household so as a human, we become curious. This relates to the arousal theory. Now that they have our attention, they will go on to appeal to our incentive theory of motivation. They do this by calling out certain things we don’t usually do or do not like to do for the reason of the outcome. When I refer to outcomes, I mean things such as, heating chocolate in a pot, heating or melting cheese, and simmering for examples. Most of use try to avoid having to do this because most of the time we burn it, it sticks to the pan, boils out of the pan, and there is just a big mess to clean afterwards.
In addition to our senses being protruded a person would buy the product due to the drive theory. During the infomercial they will have testimonials given, the number of the product that is left, and a limit plastered so that it appeals to our sense of urgency thus forcing us to make a decision on whether or not we should quickly...