In The Persuaders, Clotaire Rapaille claims that consumers respond to unconscious cues that push "reptilian hot buttons" in our brain and bypass rational decision-making. Select an ad (from TV, print, radio, or the internet) and analyze its subrational content. What does the ad tell you about American culture in general and the target consumers in particular? What "reptilian hot buttons" does the ad push? Develop a short, well-reasoned essay that discusses your insights and present your findings to the class (you can either print or post on your group blog). You can find clips to many television commercials at advertisementave.com.You also may find it helpful to consider Maslow's hierarchy in analyzing your ad's appeals to individual desires for fulfillment. Do you see any evidence in your ad for rational appeals to consumers?
No comments:
Post a Comment