Question

Do advertisements appeal more to needs than to wants or do they appeal more to wants than to needs? Write a journal entry response based on this question. Make sure to include specific examples and illustrations. This entry should be two paragraphs long and about 150 to 200 words.

Answer 1

Advertisements are designed and targeted in a manner that they appeal more to wants than to needs.

Needs refer to those goods and services that are required for survival. For example, we need air, water, shelter, simple food, basic clothing and security, in order to survive.

Wants refer to desires, which are unlimited and which many people will not be able to acquire. For example, basic shelter is a need. However, a luxury apartment with a private terrace is a want.

If a consumer is satisfied with the basic needs, there is no role of advertising. Advertisers will make no money out of such a person.

Lack of fulfillment of a want doesn't affect survival. Yet, the profit margins for producers are much higher for such goods and services. This is why advertisers attempt to portray wants as an essential need.

An advertiser will not advertise a simple meal of vegetables and rice. They will be more interested in advertising as per the consumers' desires - burgers, pizzas, beverages and so on.

An advertiser will not advertise that walking, cycling or public transport are decent options of commuting. Instead, they will be more interested in advertising the latest luxury car with hundreds of features.

Advertisers also attempt to create more and more desires in the minds of consumers. They would not like to serve a consumer who is content and fulfilled with the basic needs. They thrive on consumers who want more and more, and are never satisfied.