Unit 5: The Psychology of Advertising

Advertising’s 15 Basic Appeals

Unit 5: The Psychology of Advertising

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

1. Need for Sex We really want sex

Overt sexual images Appeals to sex driveNot 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

HelpSupportConsoleProtectComfortNurseHeal

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 violenceLewd gestures

“One very, very lonely calorie. Pepsi

Max”

5. Need to Aggress

6. Need to Achieve We really want

to winReach our

goals/successOvercome

obstaclesWinning 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 standingAdmiration“Classy”The Best, First, Finest, etc.

9. Need for Attention We really want people to look at us

Object of fascination/desireUsually geared towards females

9. Need for Attention

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

10. Need for Autonomy

We really want to be independentThe proud individualYou 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 responsibilitiesYou need a

break/freedomVacationAdventurePleasure 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 creativityArtistic 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 drinkMakes 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”