Unit 5 The Psychology Advertisings 15 of Advertising

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

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 l What we privately yearn for

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

2. Need for Affiliation ¢ ¢ We really want to be around other people l Need for companionship l Couples l Friends/Family 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 l Babies l Pets l Children l Maternal/paternal instincts

4. Need for Guidance ¢ We really want someone to take care of us l l 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! l Anger or violence l 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 l Overcome obstacles l Winning a competition l Sports hero l

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

7. Need to Dominate

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

9. Need for Attention ¢ We really want people to look at us l Object of fascination/desire l 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 l The proud individual l 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 l Vacation l Adventure l Pleasure usually follows the escape l

12. Need to Feel Safe ¢ We want to keep ourselves and our families safe from harm l Need to avoid tragedy l Need to stay healthy l Self preservation

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

13. Need for Aesthetic

14. Need to Satisfy Curiosity ¢ We really want facts and figures to support the claim l l l 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 l Makes your mouth water l “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”