Dell's "More You" Campaign

Dell uses the “More You” campaign to promote its emotional branding as a way of appealing to the customer’s feelings and influencing their buying decisions. This advertisement approach is important in the competitive market where most of the rational basis of marketing is almost similar and imitable across the industry. Emotional advertising helps the company to build good customer relationship and achieve long-term customer satisfaction and loyalty.

Question 1a

The primary emotion that Dell is trying to elicit in the “More You” campaign is pleasure. In this regard, the “More You” campaign creates a feeling that the use of Dell’s products leads to pleasurable experience. The advertisement also makes the customer to believe that the product meets their needs and captures their pleasurable moments. Consumers of Dell’s technology products such as computers and smartphones also need products that will help them get maximum satisfaction and enjoyment, gratification, fulfillment, and contentment, which important elements of pleasure. The “More You” campaign contains messages of people who use Dell products to fulfill their desires for gratification, contentment, satisfaction and enjoyment. For example, the woman who uses her Dell computer to communicate with grandchildren is showing a feeling of satisfaction and delight for being able to connect with important family members. Therefore, the campaign clearly elicits the emotion of pleasure among customers.

Question 1b

The dimension of pleasure has several specific emotions that could affect the customers’ purchase decisions: duty, pride, desire, faith, affection, innocence, joy, competence, serenity, duty, and gratitude. The “More You” campaign elicits the emotions of joy, pride, gratitude, happiness, affection, faith, and duty. The most relevant emotion for Dell’s advertisement is joy. The people involved in the advertisement demonstrate emotion of joy which is elicited through the perception of satisfaction. When a potential customer watches the gardener who plants ideas in his head using Dell, he or she gets a feeling of satisfaction because the product clearly meets the needs of customers. Furthermore, the campaign elicits the emotion of pride as customers feel proud of their achievements and duties in life. The customers also get the feeling that Dell helps them to fulfill their duties.

Question 2a

The primary source of “More You” campaign is Dell. Other people involved include a gardener, a music enthusiast, and grandmother. These consumers use Dell products to achieve their varying needs depending on their job and social position in life. A young lady uses Dell products to build a shrine for her idol Justine Bieber while an elderly woman uses the products to communicate with her grandchildren. Other typical consumers involved in the advertisement are a gardener who builds ideas in her head and a lady who uses Dell to monitor her boyfriend.

Question 2b

The technical term for the types of sources present in the “More You” campaign is ‘typical consumer’. This group of source includes people who speak on behalf of the company and represent the interests of customers, showing the experience of real consumers in daily use of the advertised products.

Question 2c

This type of source impacts on the credibility of the campaign positively. The credibility of an advertisement is affected by trustworthiness and expertise. A source that provides accurate and complete rational information is trustworthy. Knowledge of the product is also needed to deliver the right message to consumers; hence experts are required in the advertisement. The customers used in the product are necessary to enhance trustworthiness of the advertisement by demonstrating the practical use of the product. The company also offers its knowledge based on expertise about the functions of the product. Therefore, the sources of the “More You” campaign are credible.

Question 3

Maslow’s hierarchy of needs shows the needs that should be fulfilled for people to become satisfied, starting with the most basic to the more sophisticated needs. In order of importance, the needs are: physiological (food, shelter and clothing), safety (security), love/belonging, esteem, and self-actualization. Dell products are not the most basic, so they can help satisfy the products high up on the hierarchy such as love and belonging, esteem, and self-actualization. For instance, the lady who uses dell to keep an eye on her boyfriend is trying to fulfill her sense of love and belonging. Dell products can also meet the self-actualization needs of the gardener who is plating ideas on her head.