How those high-priced ad agencies mess with your mind.
Advertising cannot create a need for a product or service, because as humans we have the basic needs of food, clothing and
shelter. There are some other things that make life a whole lot nicer, though, and advertising can create a desire for certain prod-
ucts and services through the appeals they use to persuade you to part with your money.
• Transfer or Masculine/Feminine Appeal. The key to the ad is atmosphere. It creates an impression of a “perfect person”. You
see the “perfection” in the ad, and the message you get is that you will “transfer” the qualities to yourself. Examples: Nike--makes
you more athletic; Cover Girl--makes you more beautiful.
•Desire for Possessions. The ad makes people want to buy or choose a particular product over another. Brand recognition/
preference, as in Rolex over Timex, Levis over Roebucks.
•Luxury and Elegance/Snob Appeal. Creates a feeling of envy or desire for this “fine” product. Grey Poupon. Pollaner’s All Fruit.
•Search for Adventure. Ad gives the impression that buying the product will change your life, fill it with action and adventure. The
ad tries to unsettle the viewer. 4-Wheel Drive vehicles.
• Too Fat/Too Thin/Less than Perfect. Ad tries to get consumers to change by making them dissatisfied with how they look. (Do
you have wrinkles? Are you 10 pounds overweight?)
•Loving Couples/Romance. Ad reveals an attraction between the sexes. Extension of masculine/feminine. Buy this product and
you’ll have the opposite sex swarming all over you. Fragrances, automobiles, cosmetics, and even products you would never
associate with sex appeal, such as flour.
•Emotional words appeal. Ad appeals directly to the sensitivity of the consumer. (Marines: The Few, the Proud, the Marines. Army:
Be All that You Can Be. Christian Children’s Fund, etc.)
•Past, Present, Future. Ad has a concern for time, concentrates on the “youth giving qualiti