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Revisiting Packard’s Hidden Needs: A Theory of Advertising - Coggle…
Revisiting Packard’s Hidden Needs:
A Theory of Advertising
5 Needs
Need for Emotional Security
definition：
People will always worry about their safety, even if there is no specific or rational reason to do so.
for advertiser：
Advertisers take advantage of this by selling emotional security.
Such advertisements emphasise ‘the home’ and include images suggesting permanence and safety.
example：
Freezer：
Packard refers to an advertising agency who was interested in marketing the home freezer as an example.
unreasonable demand：
Although this appliance became popular in America after WWII, economically, the purchase of a freezer didn’t make sense for many American families.
The money saved by freezing the food was outweighed by the initial purchase cost and the increased electricity bill.
Transform the main demand of the product：
The agency concluded that frozen food wasn’t the main appeal of the freezer. Instead, people were buying the feeling of security caused by having extra food in the house, which was particularly relevant after the uncertainty of the previous years.
recommendation：
The agency decided to take this need for emotional security into account when designing future campaigns, and advertisers today continue to market products by suggesting that they can keep buyers and their loved ones safe.
Need for Self-worth
definition：
People all need to feel valued, and advertisers play on this in several ways.
for advertiser：
1 way：include celebrities in marketing campaigns.
Consumers are encouraged to associate themselves with the celebrity and feel that if they buy the product, they might be valued and admired like them.
One technique is to include celebrities in
marketing campaigns.
2 way：reassurance that people are contributing to society.
Self- worth can also come from reassurance that people are contributing to society.
Charities appeal to this need by giving praise for helping others, and ‘green’ companies promise us that purchasing their product helps the environment..
example：
recommendation：
Need for Creative Outlets
definition：
express themselves.
Even if they are not artists, people want to express themselves.
They use their actions and possessions to show their creativity to the world.
for advertiser：
be used to express creativity：
Advertisers sell creative outlets by suggesting that their products can be used to express creativity.
personalised,
Advertisements for products which can be personalised,
such as mobile phone cases, appeal to this need.
contestants cook or renovate houses with obviously branded products appeal to this creative need as well.
example：
recommendation：
Need for Love Objects
definition：
Packard theorised that everyone needs something or someone to love, and if they do not have something they will buy or invent it.
for advertiser：
Advertisements persuade people to buy their products by including symbols and images that evoke the feeling of love,
such as the images of a contented family or a smiling couple.
example：
on holidays：
Campaigns that are centred on holidays such as Valentine’s Day, Mother’s Day and Christmas, often imply that people can make their loved ones happy by buying and giving them products that they are selling.
An image of the pleased recipient of a gift features in many of these advertisements.
love for pets：
Likewise, love for pets can be shown by spending money on food or toys to make them happy.
likely to be loved - a beautiful woman posing with a car
Other advertisements suggest that the buyer of their product is likely to be loved - a beautiful woman posing with a car is still a common example of this.
recommendation：
These marketing techniques seek to sell the chance to express love, and even the chance to be loved.
Need for Roots
definition：
country, university, religion, ethnic、group or employer.
Roots are part of identity. People can identify with many things, including their country, university, religion, ethnic group or employer.
for advertiser：
example：
recommendation：
Background