Advertising is a system of actions of targeting consumers, forming and regulating the movement of goods in the market. Advertising appears where there is exchange of goods, where there is competition, and where everyone is fighting for a commodity producer and a buyer looking for a niche in the market. The more customers’ internal consistency, willingness to accept new information, the stronger advertising affects consumers. Therefore, the main task is to advertisers is to find customers ready to accept new data. This problem is a search for motives and desires of consumers, in order to respond to them and meet them, simultaneously creating new needs and new desires. That is why a commercial of Nike with a slogan Just Do It is oriented at the consumer’s emotions and motivations. It applies to the social motivations of a person, the top one in the Maslow motivation hierarchy.
The commercial dedicated to the 25th anniversary of the company is extremely motivating. The creators made it highly motivated with every line used in the video. It applies to the self-actualization and esteem needs by Maslow’s theory. These needs represent the top of the hierarchy of needs. The commercial is targeted at goal-oriented people with a strong desire of achievements.
Actually, the Instinct motivation theory, that is relevant to the bottom of Maslow’s hierarchy of human needs, is not represented and not applied to. The main driver of the humanity is the will to develop and achieve. The slogan Just Do It sets the value of training, personal growth, advancement in sport. They position their goods as a possible means of achievements the set targets.
In the structure of motives, according to research by American psychologist Abraham Maslow, the lower the level, the widest and most versatile occupy motives biogenic nature: life support, the problems of food, drink, health, safety, comfortable home for themselves and their family. These motifs are universal and supranational, so using them for advertising always gives good results and attracts attention and contact with the consumer. At these levels there are the problems of sex and procreation. These biogenic primary motives work in advertising as a means of establishing contact with customers. Over biogenic motives and needs is a group of motives of social and socio-psychological characteristics. They reflect the need to feel as part of a particular social group, the need to win the respect and even love of self as part of this group. Social motives sometimes act more nutrients. For example, to buy a new car model, and thus prove that they belong to a high social level, a lot of people will minimize all the needs. Finally, the apex of the pyramid is the realization of the motivational own "I", the search for his place in society and finding inner peace. This is also a very strong group of motive, especially in development of consciousness, high levels of intelligence and education (Rossiter & Percy, 1991).
All in all, the advertisement companies made by Nike apply to the information that motivation and emotional drivers of the commercials attract the consumers, that is why the top needs from the Humanistic Theory of Motivation by Maslow are the key elements to refer. This makes the campaign successful.
Cherry, K. (2016). 6 Key Theories of Motivation. About.com Health. Retrieved 1 February 2016, from http://psychology.about.com/od/psychologytopics/tp/theories-of-motivation.htm
John R. Rossiter and Larry Percy (1991) ,"Emotions and Motivationa in Advertising", in NA - Advances in Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT : Association for Consumer Research, Pages: 100-110.
Road26,. (2016). 'Just Do It' 25th Anniversary Nike Commercial. YouTube. Retrieved 1 February 2016, from https://www.youtube.com/watch?v=FAcq_jvmXDo