Motivation. It is a term that is often toyed by marketers and utilised to take advantage of consumers emotionally, spiritually and physically. However what exactly is motivation? and how does motivation ploy consumers to purchase from their organisation?
Motivation is a process that leads individuals to behave a certain manner and occurs when that need is aroused and the consumer wishes to satisfy it.
Let me give you an example … oh and try not to drool on your table while watching this
The sexualisation of both women and men have been utilised by marketers for decades. So how is this used in Garnier? Garnier is a hair and skin care cosmetics brand that focuses on improving and maintaing ones inner and outer beauty, therefore they market attractive and well groomed individuals while simultaneously focusing on the organic and natural products used.
Garnier believes in beauty through nature and has been scientifically developed using only the best selected ingredients to ensure that clientele feel healthy and beautiful. It acentuates ones already beautiful self by providing a glow like no other using natural and non-harmful ingredients that further hydrate and protect both skin and hair.
This clip evidently displays an attractive female who resonates with the earth as shown through her love of the water and surfing (motivation). Further images of natural ingredients of fruit is shown as well as signs saying ‘No Parabens’, ‘No Silicone’, ‘Vitamins’, ‘Proteins’ (values). When consumers are aroused by both values and motivation, it encourages an individual to purchase these products as they are exactly what is desired by that particular consumer.
Garnier understand that vitality of simultaneously arousing ones motivation and values as this is what attracts consumers to purchase, advertisements and marketing ploys must be memorable and eye catching, never leaving the memory of consumers.
I mean you most likely haven’t remembered a single thing I’ve said as you’ve been repeating in your mind the commercials above. They attract and sexualisation has become a global phenomenon.
REFERENCES:
https://www.slideshare.net/elenasopnita/consumer -buy ing-behaviour-of-product-quality-garnier-cosmetic-56599411
https://www.youtube.com/watch?v=YV9GNp. pZD-Q
https://www.youtube.com/watch?v. =WlUvQkW4B1k
https://www.psychology.org.au/About-Us/What-we-do/adv ocacy/Advocacy-social-issues/Sexualisation-of-girls
https://journals.sagepub.com/doi/full/10.57 72/62110
https://www.tandfonline.com/doi/abs/10.1080/08974438.2015.1 035470
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