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Measuring The Intensity Of Mymotivators™ / Whole Brain® Communication In Print Advertising, Tanner Schulz
Measuring The Intensity Of Mymotivators™ / Whole Brain® Communication In Print Advertising, Tanner Schulz
Undergraduate Honors Capstone Projects
Advertising’s purpose is to create a state of mind conducive to purchase (Colley, 1961).
This study seeks to identify, measure, and understand the intrinsic motivators communicated within print advertisements and quantify their intensities. The theory is that ads with more intense motivator content - distributed somewhat evenly across all four quadrants of the Whole Brain ® Model - will be more effective in influencing that state of mind.
This research is the first step in identifying, quantifying, and visualizing motivators communicated within print advertisements. The study analyzed 15 print ads found in contemporary magazines.
The framework for this work is …