Please explain the advertisement below and apply the listed theory.

Explain how the concept were used, how well it was executed and suggest ways of improvement. 

 

The advertisement emphasizes the diversity of Georgi nature, culture and people. Tourists can find literally everything in this amazing,tiny piece of earth. Describe the clothes and the action on the men in the picture specific and how it apply the theory that motivate viewers to travel? 
 

 

 

 

• Maslow's hierarchy of needs (eg. self-fulfillment)
• A trio of needs (achievement)
• Travel career needs model - fulfillment
• Allocentrics (venturer + dependable) 2 type of ppl
• perceptual selection
• Selective perception (selective exposure + selective attention)
• Egoistic Needs
• 1. Egoistic needs can take an inward or outward orientation, or both.
• 2. Inwardly-directed ego needs reflect an individual's need for self-acceptance, for self-esteem, for success, for independence, and for personal satisfaction with a job well done.
• 3. Outwardly-directed ego needs include the needs for prestige, for reputation, for status, and
• for recognition from others.
• Need for Self-Actualization =  an individual's desire to fulfill his or her potential to become everything he or she is capable of becoming.

You don't have to mention all the theories , just pick the suitable and apply in the advertisement. 

For this assignment, I will apply the following theories on the advertisement provided:

1. Perceptual selection

2. Travel career needs model - fulfillment

3. Allocentric

Step-by-step explanation

The advertisement is very straightforward. It shows a man and the multiple things he can experience in just one place: in Georgia. Just one fast look at it and the differences in the outfit, the accessories, the things attached to his body is there not to create a sort of ambiguity but to show just how diverse Georgia can be. To go about how marketers may have strategized in making this advertisement, three theories of consumer behavior can be applied as we analyze the picture. 

First, the marketing strategists who created the ad may have applied perceptual selection. The first component of perception selection involves a consumer being exposed to marketing stimuli that would actually make the consumer attend to it, meaning that it is an attention-grabbing one. There is a tendency among people to consciously see and hear or be attentive to only certain aspects of the advertising message which is being communicated, thus it is important that an advertisement does not have too much going on in it at once or else a consumer may be confused or immediately lose interest. 

Based on Maslow's five-level hierarchy of needs, Pearce (1988) proposed the travel career needs model - fulfilment or TCL (travel career ladder) model, which lists five travel motivations associated with relaxation, stimulation, relationship, self-esteem and development or fulfilment. Just as a person tentatively enters a career and eventually becomes more proficiently and effective based on experience, so do tourists as they venture into leisure activities. We can apply this to the advertisement in that it seeks to entice foreign tourists who most likely already have experiences traveling around the world. According to the TCL model, as people gain more experiences with traveling, their tastes become more sophisticated, with relaxation being the lowest level of the model and their priorities are to increasingly seek satisfaction of higher level needs, similar with Maslow's hierarchy of needs. In the photo, we can see that foreign tourists were explicitly called out and the activities of the illustrated man are not those of the ordinary. The advertisement shows that satisfaction can be given to those who seek for it. 

Lastly, I would be applying the concept of allocentrics to this advertisement. An allocentric traveler is a person extroverted in their adventure choices. An allocentric traveler is confident, curious, and often prefers traveling alone. According to a study presented in the Journal of Travel & Tourism Marketing, only 4 percent of the population is considered to be allocentric in their traveling habits. Allocentric travelers are motivated by educational and cultural motives, have a thirst for the exotic, and find ways to sharpen their perspectives. As can be seen in the advertisement photo, the illustrated person is only one person, enjoying all the activities he's depicted to be doing and without any accompaniment. Furthermore, Georgia is not a typical travel destination for novice travelers, but allocentric travelers will most likely seek to travel places like Georgia for they prefer destinations that are uncommon and cultural.