For one of my classes Fall 2015, I made sample ads for Yamaha boats. These ads were designed to appeal to one of the
VALS types. The VALS types categorize consumers based on their primary motivation and resources. I created a "Strivers" ad and an "Experiencers" ad.
Strivers Ad
Strivers are concerned with gaining the approval of others.
They care about status and achievement. The focus of this ad is to stress that
owning a Yamaha boat is a sign of success. The Yamaha owner has worked hard to
achieve success, and can demonstrate his level of success when others see his
Yamaha boat.
Tagline: You’ve Earned It
The tagline implies that the consumer has earned both the
financial ability to afford a Yamaha boat and the approval of others.
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Ad appealing to Experiencers |
Experiencers Ad
Experiencers seek excitement and novelty. They would rather
spend money on an experience than an object. The key to attracting them is
demonstrating the fun times that will be had when they buy a Yamaha boat. This
ad showcases the fun of the experience of owning a boat over physical
characteristics of the boat.
Tagline: Adventure Awaits
The tagline tells consumers that there is a new world of adventures, just
waiting to be discovered when they buy a Yamaha boat.