Santa Margherita

This ad for Santa Margherita Pinot Grigio is trying to motivate people to consider drinking their brand when they are trying to pick out a drink for the holiday season. The needs that this ads fulfills are affiliation and diversion. Affiliation, the need to be closely associated with others or the need for relationships, is shown by clearly suggesting to consumers to “gather your family and friends…” Another need shown in this ad is diversion, the need to relax, have fun, escape from routines and be entertained. This is shown by kind of offering this beverage, as a seasonal, holiday-only option. They even offer recipes on their website that can be prepared with their wine. They also suggest to have people over to toast to the holidays, filling a role of entertainment and relaxation.

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