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 paper consistent with course-level 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.