Sexual images were used as eye stoppers. The depth approach introduced sex subtleties and penetration to deeper levels of consciousness. More subtle and passive sex symbols (fantasy, poetry, etc.) were adopted.
Get your man themes were outdated. Women want something more to be accepted and respected by men as partners. Tenderness is introduced in lingerie and hair preparations. Products have fundamental difference of meaning for men and women. E.g.: in buying a home men see homes as symbolic mother, a calm place for refuge, solace and comfort. Women on the other hand see a home as an expression of herself and an extension of her own personality.
Labels, rectangular in shape are now rounded to make it more feminine. Manufacturers are changing packaging labels, ad strategies, to come up with reassuring symbols.
1. Motivational Analysis on Food
Motivational studies on the hidden meanings on milk, milk products liquids and softer foods revealed that milk, psychically loaded food at the subconscious level is a reward or punishment by the housewife. She conveys affection and warmth is she serves fruit salad, ice-cream or chocolate milk she uses food as a weapon a technique to punish or encourage.
According to Dr. Dichter ice-cream symbolizes, to many of us, uninhibited over indulgence. So ice-cream makers should show lavish portions, overflowing, inviting viewers to sink their mouth right into it. Soup is unconsciously associated with man’s deepest need for nourishment and reassurances.
2. Impulse Buying
It has been reported that seven out of ten purchases are decided in the store on impulse. Psychologists and advertisers persuade the consumer to buy products they may not need or want till they see the product presented to them. Package designing makes or breaks the impulse sale. A good package design can hypnotize woman.
3. Social Status
Persuasive appeals vary for the various social layers. The motivation forces are social mobility, the aspiration drive, the achievement drive, the translation of economic goods into socially approved symbols.
For some items like silver ware, snob appeal is the basic motivation. Consumers however talk about durability, craftsmanship, but actually they want it for prestige and show off value. Manufacturers could sell products as status symbols through the price tag.
4. Hidden Aversions
Many of the consumers developed hidden resistance based on seemingly unreasoned prejudice. Motivation research can help bring out the cause of these hidden fears. Vance Packard writes about the negative image of pruners. It conveyed “Direct up and old”, it was associated with a laxative and constipation. After marketing research, prunes were presented as a “new Wonder fruit”. The ad showed a cute figure skater saying, ‘when you feel good, good things happen to you. So start eating prunes today till you have energy to spare.’
Again when first the lung cancer scare started, cigarette manufacturers promoted the use of holder’s to trap tars with their filter. But smokers thought people would laugh at them if they used it and smokers thought it would be too feminine.
Dr. Dichter created a new personality for ‘holder’. A rugged sturdy holder was created in masculine brown and blacks. Red, blue and white were for women. Instant coffee was seen as not used by a good housewife. So guests were not offered instant coffee. Later the ad campaigns built emotional overtones and social status into their products.
Another ad showed men at a baseball game happily puffing on their hollered cigarettes. The ad showed one man smoking a plain cigarette and another using a holder. The copy read ‘Can you see the difference.’
Get your man themes were outdated. Women want something more to be accepted and respected by men as partners. Tenderness is introduced in lingerie and hair preparations. Products have fundamental difference of meaning for men and women. E.g.: in buying a home men see homes as symbolic mother, a calm place for refuge, solace and comfort. Women on the other hand see a home as an expression of herself and an extension of her own personality.
Labels, rectangular in shape are now rounded to make it more feminine. Manufacturers are changing packaging labels, ad strategies, to come up with reassuring symbols.
1. Motivational Analysis on Food
Motivational studies on the hidden meanings on milk, milk products liquids and softer foods revealed that milk, psychically loaded food at the subconscious level is a reward or punishment by the housewife. She conveys affection and warmth is she serves fruit salad, ice-cream or chocolate milk she uses food as a weapon a technique to punish or encourage.
According to Dr. Dichter ice-cream symbolizes, to many of us, uninhibited over indulgence. So ice-cream makers should show lavish portions, overflowing, inviting viewers to sink their mouth right into it. Soup is unconsciously associated with man’s deepest need for nourishment and reassurances.
2. Impulse Buying
It has been reported that seven out of ten purchases are decided in the store on impulse. Psychologists and advertisers persuade the consumer to buy products they may not need or want till they see the product presented to them. Package designing makes or breaks the impulse sale. A good package design can hypnotize woman.
3. Social Status
Persuasive appeals vary for the various social layers. The motivation forces are social mobility, the aspiration drive, the achievement drive, the translation of economic goods into socially approved symbols.
For some items like silver ware, snob appeal is the basic motivation. Consumers however talk about durability, craftsmanship, but actually they want it for prestige and show off value. Manufacturers could sell products as status symbols through the price tag.
4. Hidden Aversions
Many of the consumers developed hidden resistance based on seemingly unreasoned prejudice. Motivation research can help bring out the cause of these hidden fears. Vance Packard writes about the negative image of pruners. It conveyed “Direct up and old”, it was associated with a laxative and constipation. After marketing research, prunes were presented as a “new Wonder fruit”. The ad showed a cute figure skater saying, ‘when you feel good, good things happen to you. So start eating prunes today till you have energy to spare.’
Again when first the lung cancer scare started, cigarette manufacturers promoted the use of holder’s to trap tars with their filter. But smokers thought people would laugh at them if they used it and smokers thought it would be too feminine.
Dr. Dichter created a new personality for ‘holder’. A rugged sturdy holder was created in masculine brown and blacks. Red, blue and white were for women. Instant coffee was seen as not used by a good housewife. So guests were not offered instant coffee. Later the ad campaigns built emotional overtones and social status into their products.
Another ad showed men at a baseball game happily puffing on their hollered cigarettes. The ad showed one man smoking a plain cigarette and another using a holder. The copy read ‘Can you see the difference.’