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The Need to be the best

By: William Zajac. The Need to be the best. Thesis. These promotions illustrate American’s need to dominate, achieve, and be prominent by employing a cunning use of techniques and compositional features that paint a distinct image of their intended angles of vision.

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The Need to be the best

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  1. By: William Zajac The Need to be the best

  2. Thesis • These promotions illustrate American’s need to dominate, achieve, and be prominent by employing a cunning use of techniques and compositional features that paint a distinct image of their intended angles of vision.

  3. Advertising and the American Dream • “…the American dream breeds desire, a longing for a greater share of the pie.” – Jack Solomon • Americans desire more, they crave improvement and excess. • An Image sells well • Americans want to own anything, and be able to do everything

  4. Sony Vaio Advertisement

  5. Dell Advertisement

  6. The need to dominate, achieve, and be prominent. • The Need to Dominate – “This fundamental need is the craving to be powerful – perhaps omnipotent.” (Jib Fowles) • Sony - Power to buy • Dell - Master of everything • The Need to Achieve - “This is the drive that energizes people, causing them to strive in their lives and their careers. -” (Jib Fowles) • Sony - Successful Image within grasp • Dell - Ability to achieve at any and everything • The Need for Prominence - “the need to be admired and respected, to enjoy prestige and high social status.” (Jib Fowles) • Sony - The business man is powerful, wealthy and individual • Dell - Something to be admired

  7. Compositional Features • Sony • Man needs his laptop to succeed • Wearing contrasting colors • Camera Angle • Dell • Handles everything with ease, very calm • Wearing contrasting colors • Center of ad

  8. Refrences • Bean, J., Johnson, J., Ramage, D., (2009). Allyn & Bacon Guide to Writing with MLA Update of Fifth Edition. Boston. Pearson Custom Publishing. • Fowles, Jib, (1982). Advertising’s Fifteen Basic Appeals. Et cetera,273-290. • Lightweight Like No Other.[Advertisement]Retrieved February 8, 2010 from http://www.adsneeze.com/media/2008/02/sony-vaio-ads.jpg • Solomon, Jack. (1988). The Signs of our time. Tarcher. • There are no prizes for juggling one ball really well.[Advertisement]Retrieved February 8, 2010 from http://www.davidzinger.com/wp-content/uploads/dell-ad-smaller.jpg

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