ABOUT

- Defense mechanisms are used when people

cannot cope with frustration. "Find a situation for
each mechanism"

- Failure to achieve a goal often results in feelings of

frustration and individuals react differently to

ASSIGNMENT 1 frustrating situations. How can marketers use

consumers’ failures to achieve goals in developing
promotional appeals for specific products and
services? Give examples.

-Find two advertisements that depict two different

defense mechanism & discuss their effectiveness.

Alaa Mohamed
Team leader
Name ID

Dina Sayed Ahmed 292000445

Marwa Abdelmoneam Sayed 292000439

Youstina Milad Ayed 292000065

Mariam Ezzat Fadly 292000248

Salma Ashraf Soliman 292000255

Youssef Wael Elewa Amer 292000120

Martina George Aziz 292000229

Yasmin Khaled Abdelaziz 292000024

Maria Hany 292000004

Alaa Mohamed 292000032

First advertisement
 1- The National Bank of Egypt advertisement (Rationalization):

https://youtu.be/53xf9SUoXHQ
 What is rationalization defense mechanism:
Rationalization is the cognitive distortion of the facts to make an event or an impulse less threatening.

 What happened in the ad?

The mother tries to justify her daughter's actions and does not want to admit it

 How can marketers use consumers’ failures to achieve goals in developing promotional
appeals for specific products and services?
In this ad, they offer the customer a credit card that they can use to pay as much as they want with the
lowest interest and the longest grace period so they don’t have to overthink the situation.

Second advertisement
 2- never say no to panda (aggression)

https://youtu.be/X21mJh6j9i4
 What is an aggression defense mechanism :

It is aggressive behavior in response to frustration, individuals may resort to aggressive behavior in

attempting to protect their self-esteem. Refers to forceful attacking activity that can be in the form of
either physical, verbal, or symbol. It arises from frustration where the individual attempts or destroys the
source of frustration. The tennis pro who slams his tennis racket to the ground when disappointed with his
game or the baseball player who physically intimidates an umpire for his call are examples of such
conduct. So are consumer boycotts of companies or stores.

 Motivations for aggression

Protection against a threat or offense - Discharge of tension - protect their self-esteem.

 What happened in the ad?

The aggression in the advertisement was represented in the character of the panda, which is the subject of
interest and astonishment, and every time someone annoyed him by not accepting to eat cheese, he would
do spontaneous and aggressive actions, which make the viewer surprised by these actions, so he notices
the advertisement greatly, and this is the purpose of the advertisement.
  How can marketers use consumers’ failures to achieve goals in developing promotional
appeals for specific products and services?

Most people have a negative perception of aggressive messages because they feel threatened or attacked.
Negative aggression is being unfriendly and unhelpful, while positive aggression is being friendly and
helpful.

To create an effective positive aggression message, you need to do two things:

Make sure that the recipient feels that their needs are being met not just through the words but through the
actions of the sender.

The message should be from a position of nonviolent strength, not from a position of anxious weakness.
Third advertiment
3- Express loan from Banque Misr advertisement (Denial)

https://youtu.be/RI2r5Uu3s5Q
 What is denial defense mechanism?
Denial involves blocking external events from awareness. If some situation is just too much to handle, the
person just refuses to experience it.

 What happened in the adv?

She is talking to her son’s captain while she is parking in her way to the bank & she parked in the wrong
place, damaged cars and left without listening to anyone.

 How can marketers use consumers’ failures to achieve goals in developing promotional
appeals for specific products and services?
Because no one likes parking, with an express loan from Banque Misr, apply to finance your project
online. It's all digital and you are in your place.
Fourth advertisement
4- EGbank “Your opinion doesn’t account. we made you a bank” (Displacement)

https://youtu.be/tX_fbml74eg
 What is displacement defense mechanism?
Satisfying an impulse with a substitute object.

 What happened in the adv?

His dad is taking a work phone call so he turned off the Tv while he was arguing & he did not pay
attention to his son who’s watching the match.

 How can marketers use consumers’ failures to achieve goals in developing promotional
appeals for specific products and services?
EGbank used this idea to express that even when no one counts for your opinion, we take care of you and
offer you a bank.