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

2. 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

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

4. 2. Need for Affiliation We really want to be around other people
Need for companionship
Couples
Friends/Family
We are afraid of losing our friend/partner
Fear of rejection
Most prevalent appeal

5. 2. Need for Affiliation

6. 3. Need to Nurture
We really want to take care of small, helpless things
Babies
Pets
Children
Maternal/paternal instincts

7. 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

8. 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”

9. 5. Need to Aggress

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

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

12. 7. Need to Dominate

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

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

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

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

17. 10. Need for Autonomy

18. 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

19. 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

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

21. 13. Need for Aesthetic

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

23. 14. Need to Satisfy Curiosity

24. 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.”

25. 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”