Motivational Appeals - Advertising Analysis

ePortfolio Part 4: Motivational Appeals

The purpose of this assignment for COMM 333 Persuasion is to select and analyze the motivational appeals of five advertisements. For this project, I selected to review a campaign from STIHL USA, a manufacturer of outdoor power equipment that is located in Virginia Beach, Virginia. The campaign, “Real People. STIHL People.”, includes media from offline to online sources. One of the reasons to highlight this ad campaign is the major motivational appeals used in this campaign were mixed between three main areas of emotional, rational and patriotic.

References

Fogelson, M. (2015, October 20). 4 Ways to Build Trust and Humanize Your Brand. Retrieved March 28, 2018, from https://moz.com/blog/4-ways-to-build-trust-and-humanize-your-brand

Leonidou, L. C., & Leonidou, C. N. (2009). Rational Versus Emotional Appeals in Newspaper Advertising: Copy, Art, and Layout Differences. Journal Of Promotion Management, 15(4), 522-546. doi:10.1080/10496490903281353

Made in the USA Brand & Logo Certification Mark for American Made Products. (n.d.). Retrieved March 28, 2018, from https://www.madeintheusabrand.com/2017/11/what-is-required-to-label-a-product-made-in-usa/

Mueller, E., & Sinclair Broadcast Group. (2017, November 25). This Small Business Saturday, Americans expected to spend billions. Retrieved March 27, 2018, from http://wjla.com/news/nation-world/americans-expected-to-spend-billions-on-8th-annual-small-business-saturday

Yoo, J. J., & Lee, W. (2016). Calling It Out: The Impact of National Identity on Consumer Response to Ads With a Patriotic Theme. Journal Of Advertising, 45(2), 244-255. doi:10.1080/00913367.2015.1065778

Wolk, A. (2018, March 06). While Advertising Slept: 6 Reasons The Ad Industry Got Sucker Punched By Digital. Retrieved March 30, 2018, from https://www.forbes.com/sites/alanwolk/2018/03/05/while-advertising-slept-six-reasons-the-ad-industry-got-sucker-punched-by-digital/#44660ff445ee