Guaranteed Rate’s ad featured in the 2021 Super Bowl provides a motivational perspective based on the notion that if you believe you can accomplish something you will be able to achieve. They communicate this message by showing clips of inspirational athletes achieving their goals. This motivational message mimics the qualities of hedonic motivation discussed in mood management theory, meaning that we as viewers often crave the inspirational / motivational media. It is my personal opinion that this use of inspirational advertising is most likely to test well with viewers whose team might be losing the game.
Shared by: Will Porter
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