Consumer behavior is seen as “the study of consumers and the processes they use to choose, use (consume), and dispose of products and services” (Friesner, T, 2014). It is important, as a marketer, “to understand the fundamental human drives which underpin human behaviour” (Kidd, A, no date). Maslow’s hierarchy of needs (see attachments) sets out a clear diagram of humans essential needs and wants, which offers marketers an insight into where they should focus their advertisements for maximum effect. In the past, larger organisations created products and then tried to persuade the consumer to purchase it. Now they find out what the consumer wants beforehand via extensive consumer research and then create products based on peoples wants and needs.

For my first piece I have selected a TV advert from Harley Davidson (see attachments). The main message they are trying to get across to the consumers is to make this year the year to do all the things you have always wanted to do. Not to let anything hold you back. My second piece is a poster from Apple; it depicts the release of their iPod Nanos (see attachments). They are announcing their new release, the iPod Nano, which is being sold in a variety of different colours.

The Harley Davidson (HD) advert shows four shorts clips of four different consumers putting on HD attire and getting onto a HD motorcycle and driving away. The various spokespeople talk personally to the viewer by using personal words such as “me” and ‘I’m”. They are telling them what their goals are and that they will achieve these goals. At the end of the advertisement it flashes the phrase “Make this the year”.

The advertisement starts off slowly and gathers momentum throughout by increasing the speech and the volume of the background music. People associate the colour black with sophistication, power, authority and mystery