Novelty-seeking need
After we asked our subjects for the question “what is the person in the advertisement doing? We further asked them about “Have you tried those activities before?” Most of them have not tried some particular activities shown in the advertisement such as Thai-Boxing, diving as well as golf. Therefore, this advertisement aroused these subjects for a want to experience some new activities.
Thrill-seeking need
As there are some exciting activities shown in this advertisement such as water-sport activities, boxing as well as diving, these kinds of activities stimulates subjects for a want to undertake some adventure activities.
Drive Theory
This advertisement is going to produce unpleasant states of arousal for audience, and then make the audiences feel this need to reduce the arousal. For example, parts of this advertisement showed that the boy is playing and eating with family or friends as well as is relaxing from massage, it can make audience to think about that they have not entertained and have not dined with family and friends for a long time as well as they suffer much stress and feel tried from job or studying, and then it motivates audiences to travel to a destination in order to have a good time with family and friends, also have a relaxation from daily life.
In the video, it shows that the actor is eating some food. It can raise the physiological needs (hungry) of the audience.
- Safety Needs(N/A)
- Belongingness/ Social needs
There are some shots in the video showing the actor interacting with friends and strangers, such as playing during water festival, enjoying food with friends and boxing with others. The video can arouse the social needs of audience that they want to spend time with friends, family or even strangers.
The activities of diving and golf can fulfill the esteem needs by achieving something such as diving. Also, golfing can indicate the high social status than the others.
By watching the video, audiences can know and discover the part of energy and active of themselves. They can realize that they can also be active and energetic that they don’t discover this aspect before.
“Always feel busy in my work”,” I love travelling”, excitement – esteem
“Don’t know how to swim”, “too exciting for me” – safety
“Take care of my baby”, (“playing in group and have fun together” )- belonging
Middle age VS youth
“I love to eat cuisine” physiological
Not many people have diving before. So it is a challenging and difficult task for them to achieve. Diving in the video can raise the need for achievement of the audience.
- Need for power (N/A)
- Need for affiliation
In the video, eating with friends, playing in the water festival with others can arouse the need of participating in pleasant social activities and makes audiences want to have a good relationship with others.
Conclusion
After analysis the motivational process for this advertising video, we find that it is quite effective for a 30-second video that can arouse most of the needs of audiences. The audiences are interested in the activities shown in the video, so there will be a goal of travelling to Thailand in order to fulfil the needs of audiences.
Suggestions
The video aroused the uncovering needs of audiences since most of them likely go to travel by doing those activities after watching the video, and here are two needs for making the video more effective.
- (Enhance needs for achievement)
Refer to the responses of audiences, most of them mentioned that “try something new”, “explore themselves”. There are five world heritage sites in Thailand now, it is pity that all of them didn’t show up in the video. If these heritage sites are showed by the video, it could enhance the needs of achievement for people to visit Thailand.
Nowadays, people concern safety more when go to travel. If this video shows up some full-facilities hotels, friendly residents, and well developed societies in Thailand, it could be better to reveal that the destination is safe and secure for people to travel, and then fulfill the needs of safety to people.
- What are the people in the advertisement doing?
- Enjoying the life and holiday.
- Diving and boxing.
- Experiencing the local culture.
- Handsome man with sunshine feeling and playing happy.
- Enjoying cuisine, diving and massage.
- Water sport seems very excited.
- Enjoy the fresh cuisine.
- Diving is so attractive and has a closest distance with the fish.
- Massage seems very enjoyable.
- Having fun with friends and playing water gun.
- Joining local festivals, water- sport activities, diving, boxing.
- Having parties, eating, water-sport activities and massage.
- Enjoying the sea-foods, massage, water-sport activities, boxing and diving
- Eating sea-food, massage and plays water sport activities with friends or family.
- Enjoy the sunshine and beach, eating local food and join local festival or parties with friends.
- Water-sport activities, boxing and diving as well as enjoying the local food.
- People in the advertisement are enjoying the fresh sea-food, playing the jet-ski as well as diving to see different kind of fishes.
- Enjoy his summer holiday, eating local cuisines, doing massage, playing boxing as well as some water sport activities
- Eating local food and joining local festivals with friends or relative. Also, they are playing boxing and diving under the water to see different kind of marine animals.
- Thailand boxing, diving and parties
- Go travel enjoy their holiday.
- Try something news that hasn’t try in Macau before.
- Experience the local culture of the destination when go travelling.
- Enjoy their life and relaxation.
- Want to have excited feeling like diving, boxing.
- Water sports are so attractive activities when playing in that beautiful sea.
- Enjoy the fresh seafood.
- Getting a closest feeling with fish when diving.
- The local massage, which is professional to do so.
- Social interaction with friends happily when go travelling.
- Look for excitement .
- Having a good time with families or friends, seeking excitement as well as taking a break from jobs or studying
- Enjoy the life and take a break, also want to have a feeling of excitement.
- Take a break from stressful working environment and have funny with friends or family.
- Take a relaxation from busy life.
- Seeking the feeling of excitement.
- Pursuing the feeling of excitement as well as taking a break from daily life.
- They are looking for relaxation from daily life and peak experience.
- Experience local culture and seek excitement.
- Tries some new activities which cannot be undertaken in Macau.
- How likely are you to do the activity portrayed in the advertisement?
- Likely to do because I am an energy man.
- Likely to do as I love travelling.
- Likely to do when I am in a holiday.
- Less likely to do because I always feel busy in my work.
- Likely to do as I love travelling.
- Likely to do because I can feel enjoyable with natural environment and get power to do those activities.
- Less likely to do as I need to take care with my baby who is still very young.
- Likely to do because I like to enjoy and try something new.
- Less likely to do except massage which is so attractive to me to do so.
- Less likely to dive and play water sports because I don’t know how to swim.
- Very likely, because I am the one who like to try something new.
- Very likely, because I always travel with my family.
- Less likely, because those activities such as water-sport activities, boxing and diving are too exciting for me. However, these activities such as eating and doing massage are ok for me.
- Less likely, because I am not a young person now, activities like water-sport activity is too exciting for me, also I have not time for travelling since I need to stay at home to take care my sons and daughters.
- Likely, I like to experience something which I have never tried.
- Less likely, because I am very busy in my job, also it is not easy to apply a long holiday for travelling in my company.
- Very likely, because I like to do some challenging activities.
- Very likely, because I am still young, I would like to try something new.
- Moderately likely, because eating local foods is ok for me. However, taking water-sport activities is too exciting for me.
- Likely, I prefer to do something new.
- If you do intend to do the activity, which destination would you most likely go to in order to do the activity? Why or why not?
- The fresh cuisine I would prefer go to Japan to enjoy and golf play I would prefer to go to USA.
- Water sports, massage and boxing I would prefer to go to Thailand because it is so famous around the world.
- Diving I would prefer to go to Maldives and Australia.
- Massage and diving I would prefer to go to Thailand.
- Water sports and cuisine I would prefer to go to Malaysia.
- Boxing and massage I would prefer to go to Thailand, as it is so famous around the world but golf I would prefer to go to Maldives.
- Water sports and diving I would prefer to go to Australia.
- Massage, water sports and diving I would prefer to go to Thailand.
- The fresh cuisine I would prefer to go to Japan.
- Diving and water sports I would prefer to go to Sabah.
- Thailand and Malaysia, because these two place are very famous on those activities.
- Thailand for water-sport activates and eating as well, Australia for diving, the reason why I choose the destination is based on the destination brand.
- Thailand or Mainland China, because I heard from my friends that they travelled to these two places for doing those activities.
- For eating and massage, I prefer to go to Japan. For water-sport activities, I prefer to go to Thailand or Malaysia.
- Thailand and Malaysia, because these two place are famous for sun-shine and beaches.
- I prefer to travel to Thailand or Malaysia in order to do those activities, because these two places are famous for those activities as well as these two places are located nearby Macau.
- I may go to Malaysia to do those activities, because Sabah is a destination famous for water-sport activities as well as sea-food cuisine.
- I may visit to Australia to do those activities, because a lot of professional facilities for water-sport are being provided in Australia.
- I may travel to Thailand to enjoy the fresh sea-food, because there is rich resource for sea-food in Thailand.
- I may travel to Thailand and Malaysia to do those activates, because these two destinations are famous for those kinds of activities.
