fowles !5 basic needs
TRANSCRIPT
Advertising’s Fifteen Appeals
Jib Fowles
Advertising Appeal
The advertising appeal refers to the approach attract the attention of consumers and influence on their feelings.
Can also be viewed as “something that moves people, speaks to their wants or needs, and excites their interest.”
Emotional appeals
Emotional appeals relate to the customers’ psychological needs such as consumers’ emotion and feeling
Many’ motives for their purchase decisions are emotional
The need for
sex
Advertisers appeal to the
need for consumer’s
attraction, though it’s quite
easy for the ad to become
to blatant
Need for affiliation
As a part of human nature, we desire to be in good company and to have good relationships.
Need to nurture“to feed, to support, help, console, protect, comfort, nurse, heal.”
For take care of small defenseless creatures such as children and pets
Need for guidance
Every human has a need to be nurtured, protected, shielded, guided
The Need for Prominence
A portion of human nature is the desire for prestige and high social status.
The Need for Attention
A primitive human instinct is the desire to be looked at.
The Need for Autonomy
The need to be individual and independent.
The Need to Dominate
A human desires to be powerful, strong
The Need to Satisfy Curiosity
Humans are curious by nature.
The Need to Escape
When life becomes too much to handle, everybody wants for freedom.
The Need to Feel Safe
We like to see that our lives will remain in tact and that we can avert crisises successfully.
The Need for Aesthetic Sensations
Consumers have a much more acute sense for the aesthetic than they know
The Physiological Needs
Eating, sleeping, and drinking.