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12/4/2013 Owais Khan Swati Faizmeen Noorani

Acknowledgement
On the completion of this report, we would like to express our gratitude to all those who helped us to complete this report. This report was made easier by the help and supervision of our teacher, Sir Irfan Muhammad. Its been a pleasure to be students of Mr.Irfan Muhammad. His teaching has opened new portals for us in terms of experience, knowledge and professionalism. We have gained a lot of valuable experience in this course which will surely benefit us throughout our careers. As his students, we had an opportunity to gain insight and exposure into real world. We are, of course, solely responsible for any errors, omissions. The whole practice of collecting material for the report, compiling and composing, was a pleasant experience. Lastly we would also like to acknowledge All the Sources we used for the purpose of this report.

Table of Contents
Introduction .................................................................................................................................................. 4 Definition of Aesthetics................................................................................................................................. 4 Definition of Marketing................................................................................................................................. 4 History ........................................................................................................................................................... 4 Greek ......................................................................................................................................................... 4 Indian ........................................................................................................................................................ 5 Arab ........................................................................................................................................................... 5 Medieval western world ........................................................................................................................... 5 Modern aesthetics ........................................................................................................................................ 5 Applied aesthetics and marketing: ............................................................................................................... 6 Aesthetics Developing a Brands Identity ................................................................................................. 6 4Ps of Aesthetics ...................................................................................................................................... 6 Needs ............................................................................................................................................................ 8 Need for sex- ............................................................................................................................................. 8 Need for affiliation .................................................................................................................................... 8 Need to nurture- ....................................................................................................................................... 9 Need for guidance- ................................................................................................................................... 9 Need to aggress ...................................................................................................................................... 10 Need to achieve- ..................................................................................................................................... 11 Need to dominate ................................................................................................................................... 11 Need for prominence-............................................................................................................................. 11 Need for attention .................................................................................................................................. 12 Need for autonomy- ............................................................................................................................... 12 Need to escape ....................................................................................................................................... 12 Need to feel safe- .................................................................................................................................... 13 Need for aesthetic sensations ................................................................................................................ 14 Need to satisfy curiosity- ........................................................................................................................ 15 Psychological needs ................................................................................................................................ 16

Introduction
Marketing and aesthetics have come relatively in greater harmony today than before and the reason is greater holistic marketing experience that the seller wants to create for the customer in order to lead the market. Aesthetics in Marketing was the core book that we used to bring in the perspective of marketers into how they view aesthetics and use it to create a push or demand in the market. Aesthetics was recognized as an important focus point by the marketers and the term marketing aesthetics was coined. The books orientation is more on the side of branding and how a brand image is built and created typically in marketers ways at the same time we brought in the historical perspective of how aesthetics evolved in philosophical terms and as well and how some major civilization existed in order to create a better link and lastly we went onto the 15 needs given by fowles and discussed it with relevant examples from global and Pakistani market.

Definition of Aesthetics Aesthetics is a division of philosophy dealing with the nature of art, beauty, and taste, with the conception and appreciation of beauty. It is more scientifically defined as the study of sensory or sensory-emotional values, sometimes called judgments of sentiment and taste. Generally, scholars in the field define aesthetics as "critical reflection on art, culture and nature."

Definition of Marketing Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing is the link between a societys material requirements and its economic patterns of response. Marketing fulfills these needs and wants through exchange processes and building long term interactions. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders

History Ancient art was largely, but not entirely, based on the nine great ancient civilizations: Egypt, Mesopotamia, Persia, Greece, China, Rome, India, the Celtic peoples, and Maya. All of these centers of early civilization developed a unique and characteristic style in its art. Greek Greece had the most influence on the development of aesthetics in the West. Greek philosophers primarily felt that aesthetically appealing objects were beautiful in and of themselves. Plato thought that for us to have a perception of beauty there must be a transcendent form for beauty in which beautiful objects partake and which causes them to be beautiful also. He felt that beautiful objects incorporated proportion, harmony, and unity among their parts. Similarly, in the

Metaphysics, Aristotle established that the universal elements of beauty were order, symmetry, and definiteness. Indian Indian art evolved with prominence on inducing special spiritual or philosophical states in the audience, or with representing them symbolically. Arab Arab art for the last 1400 years has taken place under the setting of Islam and is sometimes denoted to as Islamic art, although many Arab artists throughout time have not been Muslim. The term "Islamic" refers not only to the religion, but to any form of art created by people in an Islamic culture or in an Islamic setting, whether the artist is Islamic or not. Contradictions do exist in Muslims over it. Medieval western world Medieval art is chiefly religious in focus and funded largely by the State, Roman Catholic or Orthodox Church, powerful priestly individuals, or wealthy secular patrons. These art pieces often aided a liturgical function, whether as chalices or even as church buildings themselves.

Modern aesthetics For Immanuel Kant the aesthetic experience of beauty is a decree of a subjective but similar human truth, since all people should agree that "this rose is beautiful" if it in fact is. However, beauty cannot be reduced to any more basic set of features. Alexander Gottlieb Baumgarten thinks aesthetics is the science of the sense experiences, for Arthur Schopenhauer aesthetic contemplation of beauty is the most free that the pure intellect can be from the dictates of will; here we contemplate perfection of form without any kind of worldly agenda, and thus any intrusion of utility or politics would ruin the point of the beauty. The philosopher Denis Dutton identified six universal signatures in human aesthetics: 1. Expertise or virtuosity: Humans cultivate, recognize, and admire technical artistic skills. 2. Non utilitarian pleasure: People enjoy art for art's sake, and don't demand that it keep them warm or put food on the table. 3. Style: Artistic objects and performances satisfy rules of composition that place them in a recognizable style. 4. Criticism: People make a point of judging, appreciating, and interpreting works of art. 5. Imitation: With a few important exceptions like abstract painting, works of art simulate experiences of the world. 6. Special focus: Art is set aside from ordinary life and made a dramatic focus of experience.

Applied aesthetics and marketing: As opposed to Industrial Design, which focuses on the aesthetic qualities of consumer products, the use of aesthetics in marketing concerns itself with the trade dress of a product? It can be used as its branding, its commercial representation, or the reputation of its producer. Marketing professionals may tickle the consumer's aesthetic appreciation of sassiness, sophistication, color-harmony, stylishness, catchy jingles, slogans, craftsmanship, soothingness, attentiveness, authenticity, or the related perceived experiences associated with product consumption. Marketing consists of intriguing the human mind to think in a direction where it would not have done so previously - or not without outside input. Human curiosity, self gain or mental adjustment is what drives marketing development itself. All marketing activities use esthetics as a form of communications. Aesthetics can become the selling point for a brand. Aesthetic can make products different. Aesthetics develop the brand identity. Aesthetics Developing a Brands Identity 1. Aesthetics Creates Customer Loyalty 2. Aesthetics allows for premium pricing 3. Aesthetics affords protection from competitive attacks 4. Aesthetics can save costs and increase productivity 5. Aesthetics, increase the memorability of the visual marks of the company 4Ps of Aesthetics Corporate or brand identities are expressed through 'the 4 Ps of aesthetics' which are: 1. 2. 3. 4. Properties Products Presentations Publications

According to Schmitt and Simonson's formulation, corporate and brand identities are created through styles and themes, which combine to form the expression desired. Styles are sensory (visual, auditory, olfactory or tactile) expressions of an organization's or brand's identity; themes are messages that communicate the values of the organization or the personality of the brand.

Aesthetics are used in the following way by marketers. Each way has its own advantages and disadvantages. Advantages Names Symbols providing anchors short and easy to recall attention-getting easy to transfer to other cultures express life styles involving memorable even after years highly involving catchy often innovative grand and encompassing create complex themes provide multiple anchors and cues Disadvantages difficult to change difficult to globalize can get outdated can be ambiguous take time to understand and process can easily be imitated slogans are difficult to translate different music appeals to different people abstract difficult to communicate not legally protectable can be overwhelming can contain incongruity

Narratives Slogans or Jingles

Concepts

Combinations of Elements

Needs Marketing caters to different needs using aesthetics. There are 15 needs marketing caters to through aesthetics:

Need for sex-: Fowles found that only 2 percent of the television ads, he surveyed used this appeal. It may be too blatant, he concluded, and often detracts from the product. Ad Age published a list of Top 100 most effective advertising of the century, out of the 100, only 8 involved use of sex In an experimental study conducted on 324 undergraduate college students, it was examined that the brand recall for neutral, sexual or violent commercials embedded in neutral, sexual or violent TV programs. He found that found brand recall was higher for participants who saw neutral TV programs and neutral commercials versus those who saw sexual or violent commercials embedded in sexual or violent TV program. An example of a successful brand which uses the element of sex in all its advertisements is Axe. Axe, is an ever growing brand. It relies on the element of sex for all its ads. Now, all other similar products are following suit.

Need for affiliation: The largest number of ads uses this approach: you are looking for friendship? Advertisers can also use this negatively, to make you worry that you'll lose friends if you don't use a certain product. Depending on the audience, the pair does not absolutely have to be young-just together. He gives her a DeBeers diamond, and there is a tear in her laugh lines. She takes Geritol and preserves herself for him. And numbers of consumers, wanting affection too, follow suit. Warm family feelings are fanned in ads when another generation is added to the pair. Hallmark Cards brings grandparents into the picture, and Johnson and Johnson Baby Powder has Dad, Mom, and baby, all fresh from the bath, encircled in arms and emblazoned with "Share the Feeling." A talc has been fused to familial love.

Need to nurtureEvery time you see a puppy or a kitten or a child, the appeal is to your paternal or maternal instincts. This pitch is often directed at women, as Mother Nature's chief nurturers. "Make me some Kraft macaroni and cheese, please," says the elfin preschooler just in from the snowstorm, and mothers' hearts go out, and Kraft's sales go up. Another father counts pennies with his young son as the subject of New York Life Insurance comes up.

Need for guidanceA father or mother figure can appeal to your desire for someone to care for you, so you won't have to worry. Parent like figures can successfully call up this need. Robert Young recommends Sanka coffee, and since we have experienced him for twenty-five years as television father and doctor, we take his word for it. Florence Henderson as the expert mom knows a lot about the advantages of Wesson oil. A

celebrity is not a necessity in making a pitch to the need for guidance, since a fantasy figure can serve just as well. People accede to the Green Giant, or Betty Crocker, or Mr Goodwrench. We can take the example of Lifebuoy. Were shown in the advertisement that the children are guided to stay healthy by using the soap. Guidance is shown in the form of a doctor, mother or even an actor.

Need to aggressWe all have had a desire to get even, and some ads give you this satisfaction. Better disguised aggressive appeals are less likely to backfire: Tnumph cigarette has models making a lewd gesture with their uplifted cigarettes, but the individuals are often laughing and usually in close company of others. When Exxon said, "There's a Tiger in your tank," the implausibility of it concealed the invocation of aggressive feelings. Pakistani market has seen the recent trend of energy drinks where aggressive attitude is displayed in disguise and portrayed as exclusive performance.

Need to achieveThe ability to accomplish something difficult and succeed identifies the product with winning. Sports figures as spokespersons project this image. Rin surf is shown as a tool for achievement when a child or an employee after using Rin gets acknowledgement and that win is associated to Rin. Complan or Horlicks will help a kid perform better in school exams and sports competition.

Need to dominateThe power we lack is what we can look for in a commercial "master the possibilities." Sports heroes are the most convenient means to snare consumers' needs to achieve, but they are not the only one. Role models can be established, ones which invite emulation, as with the profiles put forth by Dewar scotch. Successful, tweedy individuals relate they have "graduated to the flavor of Myer's rum." Or the advertiser can establish a prize: two neighbors play one-on-one basketball for a Michelob beer in a television commercial, while in a print ad a bottle of Johnie Walker Black Label has been gilded like a trophy. Need for prominenceWe want to be admired and respected; to have high social status. Tasteful china and classic diamonds offer this potential.The Oldsmobile stands before a manorial doorway, the Volvo is parked beside a steeplechase. A book-lined study is the setting for Dewar's 12, and Lenox China is displayed in a dining room chock full of antiques. Being respected does not have to entail the usual accoutrements of wealth: "Do you know who I am?" the commercials ask, and we learn that the prominent person is not so prominent without his American Express card.

Need for attentionWe want people to notice us; we want to be looked at. Cosmetics are a natural for this approach. Cosmetic companies use this approach all the time. An amazing example of this is Fair and Lovely. These ads convey the message that in order to be noticed a girl has to be fair.

Need for autonomyWithin a crowded environment, we want to be singled out, to be a "breed apart." This can also be used negatively: you may be left out if you don't use a particular product. The photo is of a red-coated Mountie on his horse, posed on a snow- covered ledge; the copy reads, "Windsor-One Canadian stands alone." This epitome of the solitary and proud individual may work best with male customers, as may Winston's man in the red cap. But one-figure advertisements also strike the strong need for autonomy among American women. As Shelly Hack strides for Charlie perfume, females respond to her obvious pride and flair; she is her own person.

Need to escapeFlight is very appealing; you can imagine adventures you cannot have; the idea of escape is pleasurable. For decades men have imaginatively bonded themselves to the Marlboro cowboy who dwells untarnished and unencumbered in Marlboro Country some distance from modern life; ads, part of the same campaign, contain two strolling figures. In smokers' aching needs for autonomy and escape are personified by that cowpoke. Many women can identify with the lady ambling through the woods behind the words, "Benson and Hedges and mornings and me.

Need to feel safeTo be free from threats, to be secure is the appeal of many insurance and bank ads. This appeal is used the most by banks and insurance companies. They show in their ads how bank accounts for children can make their life better in the future or how insurance can protect a family. A very good example of the this is The State Life Insurance Company.

Need for aesthetic sensationsBeauty attracts us, and classic art or dance makes us feel creative, enhanced. Kohler plumbing fixtures catch attention through the high style of their desert settings. This appeal is not limited to female consumers: J&B scotch says "It whispers" and shows a bucolic scene of lake and castle. Lets take the example of Tarang. It uses dance and songs to advertise its brands and has gained great success nationally.

Another example can be that of Coke. Coca Cola uses songs in all its advertisements to get the message across and often consumers are singing the Coca Cola jingles when purchasing a Coke or recalling the advertisement.

Need to satisfy curiosityFacts support our belief that information is quantifiable and numbers and diagrams make our choices seem scientific. Bell Telephone has a chart with all the figures. An ad for Porsche is replete with diagrams and schematics, numbers and arrows. An example of this can be Tutti Frutti Yogurt. They provide an entire chart stating all the nutrients and calories of each of the flavors they provide. This provides customers with the information they require avoiding curiosity.

Psychological needsFowles defines sex (item no.1) as a biological need, and so he classifies our need to sleep, eat, and drink in this category. Advertisers for juicy pizza are especially appealing late at night. In this final category are clustered appeals to sleeping, eating and drinking. The art of photographing food and drink is so advanced; sometimes these temptations are wondrously caught in the camera's lens. An example of this is Dominos. Dominos captures its pizza in such as way that the consumer craves for that pizza. Another example is McDonalds Big Mac.