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Our Thesis

Crayola has adapted its marketing strategies for Crayola Crayons over the years to evolve with changing times and appeal to a diverse range of consumers while staying true to the company's core values of creativity and self-expression, capturing the imagination of kids and adults and keeping the magic of coloring alive for generations.

1980s

1987 Print Ad

1980

Analysis

Appeals/Psychological Needs

Need to nurture

Need to acheive

Need to affiliate

Need to escape

1990s

The Crayola Experience Falling Crayons Sculpture

1990

ANALYSIS

need for affiliation: family

need to escape: adventure

need for aesthetic

2000s

2000 Magazine Ad

Analysis

2000

Appeals/Psychological Needs

Need for autonomy: embracing creativity

Need to acheive

Need to dominate

Need to nurture: from a parents perspective wants the best for child

2010s

2013 Crayola® Made In America Commercial

2010

The Evolution of Crayola Crayon Advertisements

Analysis

Appeals & Psychological Needs

Crayola Made in America

Video Ad

Appeal to social needs (friendship displayed in the classroom)

Need to nurture

Need to satisfy (artistic) curiousity

Need for aesthetic

Analyzing 50 Years of Advertising Techniques and Audience Appeals

Sophie Helzner, Lauren Clark, Chase Teglas

2020

2020s

Analysis

2021 Colors of the World Instagram Post

Appeals/Psychological Needs

Need to affiliate

Need to satisfy curiousity

Need to aesthetic sensations

Need to achieve

Impact and Influence

What is the lasting impact of Crayola Crayon advertisements on consumers? How have these advertising strategies kept Crayola Crayons relevant?

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