The priorities of mankind have undergone extreme reshaping in recent history. What once was simply a drive to meet our baser needs has transformed into an inclination to acquire and consume things unnecessary for survival. Social status and individualism have expanded to become more valued than ever. Developed countries now thrive on these trends and enjoy the economic runoff of consumerism. Connecting corporations and their goods to the consumer has transformed into an industry all its own. Advertising has become the art of persuading the individual into buying things that they often do not need. To accomplish this, advertising agencies have conducted excessive research into the psychological motives that underlie human behavior. Their progress is shown in booming economies and in an era consumed with a frenzy of media intertwined with commercial promotion.

The United States has proven itself to be a societal benchmark which other nations strive to duplicate. It’s not hard to see why; with the worlds largest economy and a reputation for being the “land of opportunity.” America is also home to the most advertising in the world. With just 6% of the world’s population, the US accounts for 57% of the world’s advertising. In fact, between advertising and promotion, companies spend over $1000 per year for every American. This is more than the average income of a citizen from a third-world country (Pratkanis & Aronson 2001). Ads are truly more abundant than the average person would care to notice. Advertisers' strategies to sell advance almost as quickly as the products they are selling.

First, it is important to recognize that advertisements can have different types of motives. In every case they are attempting to alter the consumer’s attitude toward their product, service, or brand in general. Some persuasive measures can attempt to influence our behavior, by encouraging us to buy the product. Others will try to alter our attitude, in an attempt to gain favor for the product. Yet another technique plays on cognition, trying to have us recognize or learn something about the product. Ads can consist of any or all of these motives, and are not usually too upfront about their purpose. The point is that companies are not always directly trying to sell and can instead be promoting image or their “good will” (Harris 2004).

There are many ways of breaking down an advertiser’s intent to speak to human needs and desires. For the purposes of this essay, we will be referring to Jib Fowles’ fifteen basic appeals of advertising (1999). These dissect the common methods used to speak to the individual on a psychological and often subconscious level. Knowing what drives us is their weapon, knowing what they know is our right as consumers.

There is no getting around that the best-known technique for selling a wide array of products is sex appeal. Fittingly, this tops Fowles’ list: the need for sex. For instance a commercial which portrays a woman crouched over her boyfriend upon receiving jewelry plays onto this basic need. The male audience is expected to see this buy as an opportunity for an improved sex life. Many people would be surprised at how sparingly this appeal is used; only 2% of the time (Fowles 1996). The reason for its avoidance is that people often forget the product, having been more interested in the ad’s racy content. Indeed, selective attention and the fallacies of memory are highly contemplated by ad agencies. This supports the often tedious use of repetition in some advertising,

Secondly, the need for affiliation is likely the most prevalent of methods for influencing consumers. According to the psychologist Henry Murray, this need consists of desires "to draw near and enjoyably cooperate or reciprocate with another; to please and win affection of another; to adhere and remain loyal to a friend" (qtd. Fowles 1999). Our nature as social creatures fuels the want for close relationships, and this causes people to feel the need to buy material goods. Ads using this appeal will demonstrate the uncanny ability of their product to gain the user friends or even a romantic partner. The need for affiliation can be played negatively as well. The fear of rejection can make us believe that without the right tools, people will be pushed away from us.

The need to nurture, third on the list, plays upon our maternal or paternal instincts. For example, a paper towel commercial with a baby and puppy playfully messing up a kitchen speaks to these drives. This could influence the avid consumer into going with the “reliable” name brand instead of something generic. The reverse of this appeal involves the need for guidance. This fourth ploy speaks to our desire to be taken care of. Despite unwillingness to admit it, everyone needs to be helped out from time to time. For instance, Aunt Jemima and the Green Giant offer their culinary know-how to everyday consumers.

At this point the list of appeals turns toward the egoistical drives that everyone possesses. At number five is the need to aggress. At times, getting revenge or releasing pent up energy can be appealing to anyone. Often this translates to the advertisements showing the knowledgeable consumer to be outwitting or simply getting even with their adversary.

Next comes the ever-withstanding need to achieve. Striving for success and overcoming obstacles are innate human desires. The use of sports icons projects these achievements in a relatable way. A recent commercial with LeBron James makes the claim that motivation along with Nike apparel can help you accomplish anything. In this TV-spot, the basketball prodigy reaches within himself to beat numerous opponents to the hoop. Prior to him, the notable legacy of Michael Jordan captured the ideals of countless adolescents in the 1990’s. According to BusinessWeek, Jordan’s reputation accounted for some $1 billion in revenue for the NBA (Wertime 2002). This exemplifies the power idols can have over their impressionable followers.

The seventh appeal on Fowles’ hierarchy involves our need to dominate. This fundamental drive to gain power and control our environment can be used to influence spending habits as well. Full Throttle, a fragrance for men, promises “your road…your rules.” A slightly different version of domination is the need for prominence. These products guarantee a higher social status. Otherwise known as “snob appeal,” an ad for an exclusive new condominium complex on the grounds of the MGM Grand in Las Vegas ensures a classy lifestyle.

Ninth is the well-known need for attention. Whereas prominence entails being looked up to, this human need is to be looked at. Clothing and cosmetics all too often encourage this desire. Exhibitionism is the aim of lingerie and Victoria’s Secret won’t have it forgotten. Diet products and programs attempt to convince the everyday person that they could be more to look at. Often times this can remind us of the enjoyment we could get from being noticed.

Beyond simply getting attention is an idea of what can make us worthy of it. An appetite for being independent can inspire behaviors to set ourselves out from the crowd. Unlike the previous social needs, individuality can be a strong selling point for an ad. In fact, the presence of solitary figures in advertising is shockingly abundant. Seen in the familyless, seemingly unemployed loners, so often depicted in post-world war II ads. Its effectiveness in advertising reveals a sort of inner narcissism we otherwise may not acknowledge (Fowles 1996). These portrayals of liberation signify our lust for breaking free from the crowd and just being an individual.

Get “miles away from ordinary” just from drinking Corona beer. Despite the fact that the product does not have the ability to transfer people to a tropical island, it might make you feel that way. This eleventh appeal sums up our need to escape. It is sometimes all we want, the freedom to get away from reality. In actuality, aside from the imagination, this would likely require travel (which can be bought). Many products still use ads to excite images of escaping everyday annoyances with their use. To some, this association can be enough of a release itself.

Nobody likes to feel helpless, this is why advertisers can appeal to our need to feel safe. This comfort can come in the promise of sound financial planning or the crash-tested Swedish automobile. Companies claim that with their products, we can keep ourselves from experiencing harm in the future. In our society, people like to lead stable, predictable lives, and are willing to spend money on things that will help us feel secure.

There is no denying that there is often a lot of art to an ad. So the need for aesthetic sensations becomes Fowles’ thirteenth component. This need plays upon the consumer’s desire to see beauty through art in the classic sense or even the arts, such as dance. If a commercial is pleasing aesthetically, by default we are more apt to take it seriously and be influenced by it. For this reason, an artistic component is often a prerequisite for a more persuasive technique.

Though seemingly out of place here, it is in our nature to be curious about the world around us. In a sense, it can be said that we are constantly searching for answers to our own questions. Thus, the need to satisfy curiosity is the fourteenth appeal of advertising. Demonstrations are often made use of to show a products true capabilities. Any advertisement with a question-and-answer format is also playing on this primal interest. We are intrigued by statistics and interesting tidbits about the products we have to choose from. This is why informative commercials can seem enlightening enough to give that product an edge over the others.

The final of the appeals also seems to be the most basic. This is when ads play on our physiological needs. This consists of our basic needs for food, water and sleep. These advertisements entice us with dramatically close-up pictures of a hamburger, fizzing soda, or the ice melting within a cocktail This is also among the easiest ways to appeal to a consumer. If a pizza restaurant commercial shows us video panning over a large, steaming pizza, the average person can’t help but salivate. The primary problem for advertisers is ensuring that the consumer actually satisfies their urge using their product and not something within easier reach.

We are all consumers, and no matter how ad-savvy we would like to be, there is no need to deny ourselves of the things we want. Advertising is not evil propaganda, but rather deceptive publicity. The purpose of this essay is to inform the average consumer of the psychological methods used by companies to sway our purchase to their advantage. In our lifetime, it is estimated that we will spend an estimated one and a half years watching commercials alone (Sutherland & Sylvester 2000). Luckily, we have the capability to read into the persuasive strategies of advertising, and can make our decisions independent of influence.

References