In the exercise of its powers under the Twenty-first Amendment to the United States Constitution, the State Legislature recently amended the state law regulating liquor advertising and signage, Miss. Code § 67-1-85 (2016).
Under the current law it is unlawful for a newspaper in a “dry” municipality, county, or judicial district to publish liquor advertising even if the advertising only appears in papers only distributed in a “wet” municipality, county, or judicial district.
The title to S.B. No. 2345 sums up the change: The new law “DELETE[S] THE PROVISION THAT MAKES IT UNLAWFUL FOR ANY ADVERTISEMENT OF ALCOHOLIC BEVERAGES TO ORIGINATE IN ANY MUNICIPALITY, COUNTY OR JUDICIAL DISTRICT WHICH HAS NOT VOTED TO LEGALIZE THE SALE OF ALCOHOLIC BEVERAGES . . . .”
When you peel back the layers of advertising philosophy and technique, it all comes down to one thing: Motivation. People buy things because they are motivated. And the most effective ads are those that appeal to the right motivation.
There are two basic motivators: (1) desire for gain and (2) fear of loss. Think about your own experience and it’s easy to see that your purchases can be traced to a desire to get (or maintain) something you want or to prevent the loss of something you don’t want to lose.
This goes for big and small buying decisions. Why do you move to a new house? (Real estate experts say the three biggest reasons are location, location and location.) Why do you buy new tires when your old ones wear out? (Fear of an accident.) Why do you go to the movies? (Desire for entertainment.) Why do you wait for something to go on sale before buying? (Desire to save money.) Why do you buy a convertible? Why do you join a gym? Why do you buy an insurance policy? Continue reading “Advertising is all about motivation”