27/05/2021
appeals in marketing communication 💌
Understanding the inner world of the average consumer is key for all marketers. Each person comes with their own baggage of different wants, needs, motives, and fears; awareness of those provides you with a possibility to successfully persuade them.
Advertisers urge customers to buy their products and services by triggering various emotions, such as joy, anger, fear, or love.
Jib Fowles, a distinguished professor emeritus of media studies, states that "by giving form to people's deep-lying desires and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication." (Fowles, 1982, p. 273)
♣︎ Fowles' types of emotional appeals:
∙ The need for s*x
∙ The need for affiliation
∙ The need to nurture
∙ The need for guidance
∙ The need to aggress
∙ The need to achieve
∙ The need to dominate
∙ The need for prominence
∙ The need for attention
∙ The need for autonomy
∙ The need to escape
∙ The need to feel safe
∙ The need for aesthetic sensations
∙ The need to satisfy curiosity
∙ Physiological needs: food, drink, sleep, etc.
Usually, up to three appeals are chosen to be highlighted as the most prominent ones. In addition, the same aspect can signal different appeals depending on the medium.
