Post #1 - Fogg

After reading more about BJ Fogg's behavioral change model it can easily be applied to any of the advertisements viewed on television or internet ads. As I searched for an ad for this assignment, I noticed a common trend that revolved around the fitness world and sporting goods commercials. This one, however, stood out dramatically. 

https://www.youtube.com/watch?v=2JnYcuRW_qo

Motivation: In this Nike ad, the ultimate motivation is explained as “greatness” or “to be great”. The whole idea of what greatness looks like is questioned in this commercial. We have a preconceived idea of what great people look like, especially when it comes to Nike commercials and the athletes they usually have appear. This young man brings a whole new view of what we perceive greatness to be.

Abilities: In this ad there is a trade-off of abilities because of the huge motivational factors displayed in the commercial. There is still a noticeable factor of the ability of this young man and his capabilities of running like he is. The motivational factor is this shows the determination his ability to complete the task he has given himself.

Trigger: The message in this ad are inspiring because we do not know what his trigger was to cause him to get out and run. We can speculate because of his weight and that he is unhappy because of it and that is what drove him to be motivated.

This commercial shows a great example of all the process premises as explained by Maslow and Packard. It has everything from reassurance of worth, to ego-gratification, creative outlets, sense of power, self-actualization, esteem, and belonging. Depending on how you view the ad, you could include other premises and what message it is trying to convey to its audience.

Needs: This commercial has amazing powers of persuasion because it is not a typical athlete that is out kicking ass on the field or in some gladiator arena. He is an average person that is trying to better himself and causing people to see him differently because of his motivation and dedication to himself. This is what is causing his “greatness”.  His attitude causes others to reflect upon their own lifestyle, choices and habits to determine if they are in the same category as the great ones.

The image that this ad explains is not the image that is shown. I find this to be a powerful motivator to those that believe they are doing “enough” and makes them want to be better. It almost guilt trips them into this though process. It also gives those that believe they cannot be great in any way, the hope and proof they need to be shown so they understand they can accomplish hard things just the same as anyone else.

Emotions: All of these points bring out the emotional state of us individually. For each of us it might be something different. For me it brought out a sense of pride. Not for me but for this individual that is setting a goal for himself and making it happen no matter what. He is daring to be great.

Attitudes: The beliefs and opinions of this young man are probably not shared with the rest of the running community that would blow right past him on the road. His attitude is no doubt a positive one and this causes the viewer to take his attitude into their hearts and adopt it as their own.

Consistency – Cognitive Dissonance or Consonance: This is a great example of someone who does not care what others are thinking about when they look at him. What he exudes is interpreted by the viewer as their own. However, he is not concerned. There are all three consonances involved in this ad, they are; reassurance of security, demonstration of predictability, and the use of rewards.

Because of all the motivating factors that are shown in this ad, I believe that it is powerful to everyone that sees it. This ad plays both sides of the field with its talk of greatness and how you can achieve that greatness because it is in everybody. Also, the choice of the idividual was critical in its motivation because of how he is shown. He does not give up, he does not quit.