Scribd
Upload
14 views3 pages

Deducing Theory From Media Content Messaging

Uploaded by

milacarr24
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
14 views3 pages

Deducing Theory From Media Content Messaging

Uploaded by

milacarr24
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Deducing Theory from Media Content Messaging

Humans have needs, the motivation to want something stems from these needs.

Specifically in the world of advertising, messages are created to evoke an emotional reaction

which in turn creates a desire for a product. By tapping into humans’ primal psychological needs,

advertisers can trigger consumers purchasing decisions. The Maslow Hierarchy of Needs is a

psychological theory proposed by Abraham Maslow in 1943. It outlines a framework for

understanding human motivation based on a hierarchy of needs. This framework is used in

various industries, mainly in marketing. Many advertisements, specifically in the beauty

industry, have the same result in sight, to fulfill the consumers desires for self-esteem, well-

being, social acceptance, among other reasons. Understanding the motivations behind advertising

strategies is necessary for deducing how consumers are convinced to buy, even when there is no

urgent need to do so.

A great example of an advertising campaign that has had great success due to its effective

message is Dove’s “Real Beauty” campaign. Dove advertisements principally feature women

with diverse body types, ethnicities and backgrounds. Typically, close-up shots are taken

highlighting skin texture, scars, stretch marks, body hair. This type of inclusive advertising

focuses on connecting with a broader audience, the message feels relatable and attainable.

Dove achieves a personal connection with its consumers by promoting body positivity

and self-acceptance in their advertising. Dove succeeds at making buyers feel seen, by showing

models that look like them. People are generally motivated to buy products that they believe will

make them feel good, whether it’s by boosting self-esteem and/or social acceptance. Humans

have a need to feel included and Dove’s marketing strategy succeeds at doing so. By promoting

realistic beauty standards Dove helps consumers feel valued and accepted, which can lead to
brand loyalty and increased sales. However, although Dove is spreading a positive message

through their “Real Beauty” campaign, their objective is to make a profit and sell more products.

Overconsumption is a significant issue that is currently having a negative impact on the

environment. In a TED talk by Sylvester Chauke, the speaker is a Brand Architect, he reflects on

the personal realization that the PR and Advertising industry contributes to overconsumption and

environmental ruin. Advertising is deceptive, as the speaker says, “You know, it's like that one

friend who brings both chocolate cupcakes and kale salad to the party” (Chauke, 2023),

illustrating how it can charm consumers while sneakily promoting unnecessary products. There

is an urgency to change the way advertising is approached. It is time that a shift occurs in society

where mindful consumption and environmental awareness are prioritized.

Regardless of the message being encouraged in advertising, it is important to create an

awareness as a consumer. Having media literacy helps decipher the ultimate goal of advertising.

Practicing the skills of deduction allows you to take control of your perceptions and make

judgements based on your own conclusions. Ultimately, it is the responsibility of the advertising

industry and consumers to make a change.

References
Chauke, S. (n.d.). What if advertising was honest? [Video]. TED Talks.

https://www.ted.com/talks/sylvester_chauke_what_if_advertising_was_honest/transcript?

geo=es&subtitle=en

Simply Psychology. (2024, January 24). Maslow's Hierarchy of Needs.

https://www.simplypsychology.org/maslow.html

You might also like