Question No.

3
Using the case information explain how HSBC expresses drives of achievement, power,
uniueness, affiliation and self esteem through its advertisements!
The 'Business Connection' ad campaign of HSBC illustrates the achievement motive primarily
because it tries to establish personal relationships with the consumer by showcasing a particular culture
of a nation. Feelings of approval or reproach over the cultural norms shows how achievement conforms
with those norms. Thus, it becomes a primary factor that convinces the consumer to subsist to the
product or service.
Similarly, llustration of particular culture through print advertisements reflects that every culture has
power, thereby influencing the customer that as member of that culture, he!she has power to approve or
disprove the ad of the product or service.
n HSBC ad campaign, the display of the culture illustrates strong regard the company has for the
respective culture that is the uniueness of the society, or the individual. n the same way, affiliation
results from the character of uni"ueness, whereas the the consumer from the respective culture feels a
sense of belongingness with the sub#ect or image displayed in the ad. Thus, the consumer becomes
affiliated with it, and HSBC, ta$ing advantage of this event, persuades the consumer to subsist to
HSBC, the company that understands people of all cultures. Combining both uni"ueness and affiliation,
results to the development of self esteem, where the consumer affiliates himself with the ban$ing
institution.
Question No. "
Select a #an$ other than HSBC and explain the motivation and personalit% factors in its print
advertisements!
The ban$ we chose is Standard Chartered Ban$ which is centrally located in %ondon, &nited 'ingdom
and has its subsidiaries located in regions worldwide. t operates a networ$ of over ()** branches
across more than )* countries and employees around +)*** people.
Standard Chartered, through its print ad campaign, addressed the people of its efficiencies and
performance.
&' ()
,ne of the ads in -a$istan was about .Here For /ood0, in which Standard chartered depicts the role
and purpose of the ban$ for the good of its people. n this ad, the achievement motive is clearly
depicted as the ban$ tries to develop ties with the people of -a$istan. 1s a result, consumer gives their
trust to the ban$ and achieve satisfaction in the long run. The power motive is also depicted in the ad,
as being the part of the country, the consumers of the ban$ has the power to accept or re#ect the
services. This ad also shows the affiliation motive, as the ban$ opts to wor$ for the good of the people
of the country and to prove helpful to them will surely develop affiliation among the consumers.
&' *)
The second print ad of Standard Chartered ban$ is for 'enya. t depicts the achievement motive by
showing importance to the people of Chiromo and building ties with them so as to achieve the trust of
the people. t also shows the uniueness and affiliation motive because of the launch of ultra modern
ban$ing branch with all the facilities and comfort of the consumers. The (** years of ban$ing in 'enya
adds to the another point that the consumers feel themselves affiliated at Standard Chartered ban$
resulting in high self esteem of the people in 'enya.
The ads can be reviewed in ne2t pages.
+he ad in ,a$istan -a#ove.
+he ad in /en%a -a#ove.