by: maria molina finding the hidden needs in mars m&m campaign: a rhetorical analysis
TRANSCRIPT
By: Maria Molina
Finding the Hidden Needs in Mars M&M Campaign: A Rhetorical
Analysis
M&M´s:
- M&M chocolates were first sold in 1941 as food for soldiers during World War II, as an “easily packed energy snack”.
- This study analyzes Mar’s successful advertising strategy using Packard’s hidden needs theory.
Description of the Artifact
- Brand awareness, is very important for M&M’s. The logo, slogan and packaging are very helpful for the product’s purpose since it creates brand loyalty.
- The M&M’s campaigns uses a variety of strategies in order to create brand awareness and positioning in TV ads, magazine ads, billboards, among others.
- Characters have their own personality:
Methodology: Packard’s Eight Hidden Needs
- Effective advertisement is not necessarily targeted to satisfy basic needs.
- Persuasion is more effective “when the message is directed at an emotion that is associated with a basic need.
- Eight Hidden needs:- Emotional security, reassurance of worth, ego gratification, creative outlet, love object, sense of power, the need for roots and immortality.
Emotional Security
Ego Gratification and Reassurance of Worth
- M&M’s asking for public opinion- 1995- Blue was added to the family after voting.
- Need for Creative Outlet - “Chocolate Camp” 1993 commercial http://www.youtube.com/watch?v=AD_q-G56krE&feature=related
- Need for love objects- “All the World Loves M&M” 1980’s commercial
- Need for Sense of Power- “Go Fish” 1972 commercial - http://www.youtube.com/watch?v=Lo_vyTNhH
XY
- Need for Roots – 2007 Adam’s family commercial
- Need for Immortality – M&M’s “River of Chocolate Campaign”
Conclusion
- According to Global Exchange (2007), M&M’s is the largest chocolate and candy company in the world with annual sales of more than $20 billion in 2007.
- It is also among the largest companies in the country and in 2007, its three-owners were worth $10.4 billion each. Knowing this it is evident that the brand’s persuasive strategy has been a success.