Unit 5: The Psychology of Advertising Advertising’s 15 Basic Appeals Unit 5: The Psychology of...
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Unit 5: The Psychology of Advertising
Advertising’s 15 Basic Appeals
Unit 5: The Psychology of Advertising
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15 Basic AppealsJib Fowles – Professor of Communications at U.of Houston, Mass Advertising as Social Forecast
Underlying analysis of advertising is the assumption that advertisers try to circumvent the logical, cautious, skeptical powers we develop as consumers
We are bombarded with advertisements-500 daily
To attract our attention, advertisers try to appeal to our emotional NEEDS What we privately yearn for
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1. Need for Sex We really want sex
Overt sexual images Appeals to sex driveNot used that often!
Only 2%• Reduces brand recall
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2. Need for Affiliation
We really want to be around other people Need for
companionship Couples Friends/Family 24 desires
We are afraid of losing our friend/partner
Fear of rejection Most prevalent appeal
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2. Need for Affiliation
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3. Need to Nurture We really want to take care of small,
helpless things Babies Pets Children Maternal/paternal instincts
HelpSupportConsoleProtectComfortNurseHeal
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4. Need for Guidance
We really want someone to take care of us Need for instruction,
wisdom A parent-like spokesperson Opposite of need for
nurture Nostalgia/History of product
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5. Need to Aggress (to commit
aggression : act aggressively)
We really want REVENGE!Anger or violenceLewd gestures
“One very, very lonely calorie. Pepsi
Max”
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5. Need to Aggress
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6. Need to Achieve We really want
to winReach our
goals/successOvercome
obstaclesWinning a
competition• Sales/bargains
Sports hero
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7. Need to Dominate We really want to be powerful
Special powers Strong animals Big machines
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7. Need to Dominate
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8. Need for Prominence We really want to be rich and prestigious
High social standingAdmiration“Classy”The Best, First, Finest, etc.
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9. Need for Attention We really want people to look at us
Object of fascination/desireUsually geared towards females
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9. Need for Attention
Sexy... but not “Need for Sex” appeal.
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10. Need for Autonomy
We really want to be independentThe proud individualYou are unique
“You’ve come a
long way, baby”
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10. Need for Autonomy
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11. Need to Escape
We really want to get away from our daily responsibilitiesYou need a
break/freedomVacationAdventurePleasure usually
follows the escape
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12. Need to Feel Safe
We want to keep ourselves and our families safe from harm Need to avoid tragedy Need to stay healthy Self preservation
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13. Need for Aesthetic We really want beautiful things
Need for creativityArtistic looking
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13. Need for Aesthetic
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14. Need to Satisfy Curiosity
We really want facts and figures to support the claim We need more
information Percentages/numbers Diagrams/charts
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14. Need to Satisfy Curiosity
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15. Physiological Needs We really want
sleep, food, and drinks.Focus is on
food or drinkMakes your
mouth water
“You have never slept so deep.”
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Quick Review
Ads seek to circumvent our logical, cautious, skeptical powers
They focus on unfulfilled urges/motives 500 daily ads, aware of 75, 12 produce a
reaction Two orders of content--emotional need and
product information Advertisers do not talk in these basic appeal
“terms”