Unit 5: The Psychology of Advertising Advertising’s 15 Basic Appeals Unit 5: The Psychology of Advertising Unit 5: The Psychology of Advertising

15 Basic Appeals Jib Fowles – Professor of Communications at U 15 Basic Appeals Jib 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

1. Need for Sex We really want sex Overt sexual images Appeals to sex drive Not used that often! Only 2% Reduces brand recall

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

2. Need for Affiliation

3. Need to Nurture We really want to take care of small, helpless things Babies Pets Children Maternal/paternal instincts Help Support Console Protect Comfort Nurse Heal

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

5. Need to Aggress (to commit aggression : act aggressively) We really want REVENGE! Anger or violence Lewd gestures “One very, very lonely calorie. Pepsi Max”

5. Need to Aggress

6. Need to Achieve We really want to win Reach our goals/success Overcome obstacles Winning a competition Sales/bargains Sports hero

7. Need to Dominate We really want to be powerful Special powers Strong animals Big machines

7. Need to Dominate

8. Need for Prominence We really want to be rich and prestigious High social standing Admiration “Classy” The Best, First, Finest, etc.

9. Need for Attention We really want people to look at us Object of fascination/desire Usually geared towards females

9. Need for Attention Sexy... but not “Need for Sex” appeal.

10. Need for Autonomy We really want to be independent The proud individual You are unique “You’ve come a long way, baby”

10. Need for Autonomy

11. Need to Escape We really want to get away from our daily responsibilities You need a break/freedom Vacation Adventure Pleasure usually follows the escape

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

13. Need for Aesthetic We really want beautiful things Need for creativity Artistic looking

13. Need for Aesthetic

14. Need to Satisfy Curiosity We really want facts and figures to support the claim We need more information Percentages/numbers Diagrams/charts

14. Need to Satisfy Curiosity

15. Physiological Needs We really want sleep, food, and drinks. Focus is on food or drink Makes your mouth water “You have never slept so deep.”

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”