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Motivations in Advertising

In: Philosophy and Psychology

Submitted By mzneenee601
Words 754
Pages 4
Motivations in Advertising
Taneisha Cox
PSY/211
July 25, 2016
Daja McCleve

Motivations in Advertising
The commercial I chose to write about is the Coca-Cola-#MakeItHappy commercial from February of 2015. This commercial spoke to me especially with all of the hatred that has been spreading lately with the black lives matter, and all lives matter campaigns going on in the US right now.
This commercial opens with a young man visibly upset typing aggressively on his keyboard with images of cyber bullying flashing and being said on his screen. Then they flash to an extremely large server warehouse where a maintenance man is working on a section of severs. He takes a drink of his glass bottle Coca-Cola and accidently sets it down on a wire making it tip over and spill into the whole a server causing sparks. Then you hear a song about showing love and not hate or ugliness. During this song, the screens of people's phones, tablets, electric billboards and computers change from negative, hateful images to words of inspiration and videos of people laughing and getting along. At the end, it shows the sun low over a city horizon with the words "The world is what we make it" across the screen as the song ends with show me love.
The motivations that are being targeted in this particular ad are intrinsic and hierarchical. The intrinsic motivation in this commercial is to spread the love and make people happy instead of hate and to bring people down. That one you can be the one person to make a difference in a person's life. The hierarchical levels that this commercial plays to are esteem and the love and belonging aspects of this particular theory. After watching the Coca-Cola-#MakeItHappy commercial I wanted to be more proactive against the hate, we have happened all around us. Published on Feb 1, 2015, on YouTube.com the description of this commercial is "The Internet can be used to spread either happiness or hate. To either hurt someone or make someone's day. At the end of the day, it's whatever we make it. Let's #MakeItHappy."
The different theories of motivation are a great way to learn about not only yourself and how you react, but also how the world uses them to play on who we are. According to Chapter 10 in Essentials of Psychology intrinsic motivations are personal and drive persons to do something whether or not they get a reward. Extrinsic motivations are external rewards or punishments that motivate you to perform a specific action. If there was an extrinsic motivation in this commercial, I did not seem obvious to me. This commercial pulled at my heart strings to change put more positive out in the world instead of hate. Theory of evolution is used to explain the psychology behind our behaviors. People perform these behaviors regardless of their cultures. The drive approach motivates action; it also is defined as tension arising from within our physiological systems. Arousal states that we seek out a particular level of arousal that is stimulating but not overwhelming. The only two motivations that seem to fit this commercial are intrinsic and hierarchical. This commercial spoke volumes and is something that I, and many more people are passionate about. However, it will take more than just some. This is going to take everyone to come together as people and love. Stop focusing on color and use these motivations to say that all lives matter and that does not exclude black lives. That does not exclude any lives and I think that this commercial did a very good job in getting this message across in this commercial. Yes, we have grown and come a long from the way that things once were but I also don’t think that we should digress. I think that we should move forward and show progression towards what is to come. That should be being equal in all ways. I hope that you enjoy the commercial as much I did and can only hope that before, and most definitely after you will feel as passionate about this commercial and this issue as I do. Changed start with ourselves and if we can all take a deep look within and show what we can better to make this country great again, I think we will be off to a great start that will end excellent. Here is the link to the commercial…..enjoy. https://www.youtube.com/watch?v=XwRwuQmS45U

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