Question

Utility is the product’s ability to satisfy both functional needs and symbolic (or psychological) wants. Advertising communicates the product’s functional or psychic utility. Thus, some ads promote how well a product works, while others tout glamour, sex appeal, or status. Find at least three examples of ads that satisfy functional needs and three examples of ads that satisfy symbolic (or psychological) wants. Describe them and add a web link if you have one. Explain how each one satisfies functional needs and symbolic needs.

Answer 1

Functional needs :

Example 1: There is an ad on how well tooth paste works which shows how it keeps your teeth away from germs and yellowness. This ad is tell us how the tooth paste will function and it's uses. That ad is the colgate ad and it is a functional ad ad because it is showing how well the tooth paste works on our teeth and keeps our teeth clean

Example 2: Mobile Phone ads show how well that product will work and function, what are its characteristics , advantages and additional features it has. One plus 7 pro ad can be taken as an example.

Example 3: Detergent powder ads will show how well that product keeps the clothes clean and what are the raw materials they used to prepare that product. Like Surfexcel ad.

Example of Symbolic wants :

1) Condom ad will show nothing but precaution and what are the flavours they will get in that Condoms. People will buy them just to satisfy their physical wants.

2) Axe perfume ad is just a perfume ad but they are using girls too show how that perfume brings sex appeal to men. Thus making men to buy that thinking they can get that type of sex appeal.

3) Fairness creams ads show that how people will get fair colour if they use those creams shows the symbolic wants of people to be attractive in public.