I wish I had an Oscar Mayer relationship…
Oscar Mayer’s advertisement for their classic hot dogs holds wide appeal for its consumers. The strategy of the advertisement is to display their hot dogs as a delicious treat that can bring people together. Obviously, the couple probably did not just meet, but the ad plays on this idea by implying that their hot dogs will inspire “love at first sight” for your taste buds.
In regards to Maslow’s hierarchy of needs, it fulfills several needs. The couple clearly displays an awkward combination of achieving love/belonging and physiological needs of food and, to a degree, sex with their unconventional approach to eating a hot dog. However, this creative and spontaneous act also helps achieve self-actualization as well. The advertisement also displays esteem with the couple perhaps displaying a boost in confidence and self-esteem through their relationship. While not a need fully realized, safety of health is obviously achieved by satisfying hunger by eating the hot dog.
As for Settle and Alreck’s list of human needs, this advertisement displays the fulfillment of several needs. The ad clearly displays affiliation and sexuality through the couple’s affectionate manner of eating. This image harkens to the classic Lady and the Tramp spaghetti scene, and the unique experience could certainly be considered novelty. The advertisement also appeals to diversion by displaying the fun time the couple seems to be having. Finally, the ad displays recognition for its classic hot dogs by declaring themselves the best in its tag line of “it doesn’t get better than this.”