ieve is the drive that energizes people, causing them to strive in their lives. The advertisements that fell into this category were Kaepa and Clearasil. Although you would think that only sport motivated clothing, shoes, drinks, and equipment would belong in this category, Clearasil, along with other leading acne creams, belong in this category as well. The teenage girl in the Clearasil ad undoubtably has the most clearest and blemish-free face ever, forgetting the fact that she is airbrushed. The ad shows just a close up of her face, getting the point across that if you use Clearasil, you can achieve and maintain a blemish-free face like hers. The Kaepa ad is about a durable shoe that can help you achieve in the sport you want to excel in. It shows a girl wearing the Kaepa shoe playing tennis successfully-- it does show her actually hitting the ball, which is trying to prove something, if you buy this shoe, you will do well, too! The need for affiliation is the need to associate with others and is widely invoked in advertising and is probably the most prevalent appeal. According to Henry Murray, the need for affiliation consists of desires to draw near and enjoyably cooperative or reciprocate with another; to please and win affection of another; to adhere and remain loyal to a friend. All sorts of goods and services are sold by linking them to our unfulfilled desires to be in good company. The Steel Jeans and Converse* advertisements fit well into this appeal because they both portray close friends hanging out and having fun, but of course, one cannot have friends and have fun without Steel Jeans and Converse* shoes! In the Steel Jeans ad, three slim, well-tanned, girls are at a beach dancing and laughing portraying that Steel Jeans are casual and can be wearable when going to the beach. The Converse* ad portrays two trendy girls at a coffee house, sticking their feet out, focusing on the shoes, gossiping about the girl behind them as...
