University of Phoenix Material

Motivations in Advertising

Choose one of the following options to complete your assignment.

Option 1: Paper

Advertisers and marketers use motivation theory when they create advertising campaigns by pairing their products with items that arouse positive emotions. Find a video clip of a commercial for a particular product, and identify which motivations are being targeted in the ad.

Write a 700- to 1,050-word (about two to three pages) paper about motivation in which you do the following:

Summarize the commercial (include a link to it).
Describe which motivation(s) being targeted in the ad, and explain which motivations are not being targeted.
Compare the different theories of motivation (instinct, evolutionary, drive, arousal, incentive, and hierarchal), and explain how they differ. Explain which theory best fits the advertisement you selected.

Note: Be sure to properly cite any resources you use and post a link to the clip. You will be assessed on whether your paper is clear and logically organized; whether the content is comprehensive and relevant; whether the language is appropriate to the audience; whether writing is clear and concise; whether grammar, usage, spelling and punctuation follow standard American English; and whether references are consistent with appropriate course-level APA guidelines.

Format your assignment according to appropriate course-level APA guidelines.

Submit your assignment to the Assignment Files tab.

Option 2: Presentation

If you have a visual/graphic learning style, consider designing a Microsoft® PowerPoint® presentation.

Design at least eight Microsoft® PowerPoint® slides. The presentation should show how advertisers and marketers use motivation theory when they create advertising campaigns by pairing their products with items that arouse positive emotions. Find a video clip of a commercial for a particular product, and identify which motivations are being targeted in the ad.

Title slide – Include the title of your presentation, your name, and date.

First Slide: Summarize the commercial and include a working link. Describe which motivation(s) are being targeted in the ad, and explain which motivations are not being targeted.

Next slide(s) (five-six slides): Compare the different theories of motivation (instinct, evolutionary, drive, arousal, incentive, and hierarchal), and explain how they differ. Explain which theory best fits the advertisement you selected

References (one slide): Properly cite any resources you use, according to appropriate course-level APA guidelines.

Tips for preparing your presentation: Organize the slides with bullet points, and use the notes sections for comments that should accompany/explain each slide. Keep in mind that when you are putting together a presentation, your slides should follow the 6:6 rule – there should be no more than 6 bullet points per slide, with about 6 words per bullet point. That means that the majority of the information in your presentation will be in the notes section. The notes section is also where you should include your citation information.

Note: You will be assessed on whether your presentation is clear and logically organized; whether the notes section is used effectively; whether it includes visual and auditory aids effectively and appropriately; incorporates effective design elements (font headings, spacing, color); whether the presentation is functional (including working audio clips, visual components and links) and whether grammar, usage, spelling and punctuation follow standard American English and whether references are consistent with APA guidelines.

Format your assignment according to appropriate course-level APA guidelines.

Submit your assignment to the Assignment Files tab.