The primary aim of any commercial is to persuade the recipient. That is why advertisers must use necessary strategies to achieve the aim and convince their consumers either to buy a product or use services offered. Monroe’s motivated sequence is considered to be a very efficient technique to be used to make any message efficient. This sequence includes the steps which emphasize the following: attention, need, satisfaction, visualization, and action. It is thought that if all these aspects are relevantly covered in a message, the message is certain to be persuasive. The effect of using Monroe’s motivated sequence can be vividly illustrated with Lowe’s Commercial “Stains” Samsung Washing Machine with activewash™ ” (2015).
Attention as the first step means grapping the audience’s interest. In the commercial under analysis, the object of the attention is introduced immediately, in the first few seconds of the commercial. Thus, the viewer sees the washing machine being unloaded from the truck. After that, the commercial shows two women talking about the machine, one of them being the future owner of the appliance and the other being, supposedly, her neighbor. The two women are talking about the object being unloaded, thus, attracting additional attention to it.
Identifying unfulfilled needs is the next step in Monroe’s motivated sequence. In the Lowe’s commercial under analysis, these needs are made obvious to the viewers. First, the machine owner mentions the need in the dialogue with the woman-neighbor and then the others join their conversation asking about the washing machine’s ability to remove the unwanted stains – from dirt, grass, chili ketchup, and, finally, coffee. So, the audience is informed that the need is getting rid of different kinds of stains.
Naturally, the next step is to propose a solution. And the commercial does it. The picture changes and the viewers are shown the Samsung Washing Machine with active wash in action. They can see for themselves how the machine manages with the tasks mentioned above, viz. removing stains. The viewers can also see what the built-in sink looks like and how it can be effectively used.
The fourth step, which is named satisfaction, involves visualizing what satisfaction means. It can be said that in the commercial under analysis this stage is combined with the previous one when the audience is shown the machine in work. Besides, satisfaction of the machine owner is also made obvious from the very beginning of the commercial. Once the audience sees the future machine owner, they understand that the machine can definitely bring satisfaction because the woman looks relaxed and undoubtedly pleased, especially if compared to the other participants of the commercial who are obviously nervous and, therefore, do foolish things.
The final step in Monroe’s motivated sequence is action. It means the audience is encouraged to act, through persuasion, of course. Assuming that the potential consumers have already been convinced by the commercial that they need the machine, the advertisers invite them to action and say that the Samsung Washing Machine now featuring active wash with a built-in sink is available at Lowe’s. So, potential consumers are encouraged to go and buy the solution of all their stain problems at Lowe’s.
Thus, the Samsung Washing Machine commercial reveals the use of all five Monroe’s steps – attention, need, satisfaction, visualization, and action, which actually makes the video attractive to viewers. And, in general, the video demonstrates how effective use of the motivated sequence can make a message persuasive enough to induce consumers to action.
Works Cited
“Stains” Samsung Washing Machine with activewash™ .” Lowe’s Commercial. YouTube, 25 May 2015. Web. 1 March 2016. <https://www.youtube.com/watch?v=VI7EOIYSf9E>
