An Approach to Motivation Research From Advertising Strategy

Abstract

This chapter deals with the influence of Motivation Research from its origins to the present, connecting the psychological school of the deep to the Advertising Strategy. Motivation Research is born closely linked to the advertising industry, a relationship that is maintained today, although in a silent way. The Strategic Advertising Mechanisms that under its influence originate within the advertising agencies will be studied. And with it the storytelling techniques, related directly to these mechanisms. This work is intended to demonstrate the strong presence of the MR in the advertising sector despite the fact that many critics took it as dead in the sixties of the last century. Indeed, in the 21st century, advertising agencies continue to use unconscious motives, emotion, symbols, qualitative techniques or storytelling to develop their campaign strategies.