Definition of advertisingDefinition of advertising

Any paid form of non personal presentation and promotion of

ideas, goods and services through mass media by an

identified sponsor. (Philip Kotler).

Major objectives

2Advertising Psychology

HierarchyOf Needs

MASLOW’S

Safety Needs

Belongingness & Love Needs

Physiological Needs

Esteem Needs

Self-Actualization

foodfood

clothingclothing

sheltershelter

airair

waterwater

restrest

exerciseexercise

• Food• Shelter• Clothing• Air• Water rest • Exercise

Physiological NeedsPhysiological Needs: : Level OneLevel One

safetysafety

securitysecurity

protectionprotection

Freedom Freedom from from

fearfear

• Safety

• Security

• Protection

• Freedom from Fear

Safety Needs:Level Two

lovelove

affectionaffection

friendshipfriendship

belongingnessbelongingness

• love • Affection• Friendship• belongingness

Communal Needs : Level Three

confidenceconfidence

Self respectSelf respect

statusstatus

recognitionrecognition

• Internal–Confidence–Self respect

• External–Status–recognition

Esteem Needs : Level four

Maximizing Maximizing

one’s one’s

potentialpotential

Fulfilling innate aspirationsFulfilling innate aspirations

•Maximizing one’s potential

• Fulfilling innate aspirations

Self actualisation Needs : Level five

Pathos (Emotional appeal)Pathos (Emotional appeal)An appeal to positive emotion

like happiness.

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Pathos Pathos (Emotional (Emotional

appeal)appeal)An appeal to

negative emotion like

fear and guilt

Pathos Pathos (Emotional (Emotional

appeal)appeal)An appeal to

negative emotion like

fear and guilt

Logos Logos (Rational (Rational appeal)appeal)

An appeal to logic or reason using statistics or "straight facts" .

Ethos Ethos (Moral appeal)(Moral appeal)

An appeal to credibility or character which will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.Often, a celebrity endorses a product to lend it more credibility.

Persuasive Persuasive Advertising Advertising TechniquesTechniques

1. Hi ----- 2. Trust Me ----- 3. You Need ----- 4. Hurry ----- 5. Buy

1. Attention-Getting

2. Confidence-Building

3. Desire-Stimulating

4. Urgency-Stressing

5. Response-Seeking

Rational appeal

• High quality• Low price• Long life• Performance• Ease of use• Economy/ Value for money • Scientific Evidence

High quality

Low price

Long life

Performance

Ease of use

Economy/ Value for money

Scientific Evidence

Scientific Evidence uses the paraphernalia of science (charts,

graphs, etc.) to “prove” something that is often bogus.

Statistics and factual information can be used to prove the

superiority of the product.

Emotional AppealsPersonal • Safety/Security • Fear • Love/ Affection • Humor• Happiness/ Joy• Nostalgia/Sentiment• Excitement• Sorrow/grief • Pride/Achievement/ambition• Self-esteem/ Actualization• Pleasure/Comfort• Sex

Security

The commercial draws on

viewers' fears that their jobs,

families, or lives may be in danger if they don't buy

the product.

Fear

Advertising Psychology 48

Fear

Message appeal

Advertising Psychology 49

Fear

Love/affection

Using sentimental images (especially families, kids and animals) to sell

products.

HumorHumor is a

powerful tool of persuasion.

If you can make people laugh, you

can persuade them.

Nostalgia

Excitement

Sorrow/ Grief

Pride/ achievement

Self- esteem

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Pleasure/Comfort

Sex SellsUsing sexually

charged images to sell a wide

variety of products.

Sex Sells

Emotional Appeals

Social • Recognition• Status• Respect• Involvement• Embarrassment• Affiliation/belonging• Rejection• Acceptance/Approval

Recognition

Status/Snob AppealArouses the desire to achieve status or wealth or

to feel superior.

Respect

Involvement

Embarrassment