Communication Appeals

COMMUNICATION APPEALS

Motivational researchers tell us there are 12 basic human desires that are essential to all attentions, whether you're communicating face-to-face or through intermediary media. The most effective communications may appeal to one or more of these desires. 

The more appeals you can work into an ad without over-reaching and overwhelming and overselling and alienating, the more attractive it might be.

Security. We all have a need to feel secure. We buy a home for security. We put money into a savings account, contribute to pension funds and buy insurance for security.

Possessions. We like to buy and own things. Some people might consider possessions as a measure of personal worth.

Imitate others. We buy many things just because we see others buying them. We don’t like to be different – it’s one of the strongest appeals.

Good health. We spend a lot of money on products and services to satisfy a desire for good health.

Sexual and romantic drives. Many personal grooming products, how-to books and services are sold with these appeals in mind.

Curiosity. We’re attracted to new products and unusual imagery. “New!” is a frequent appeal in advertisements. We are naturally interested in things outside the ordinary. This motivator may not necessarily sell something, but it does get attention.

Love of beauty. Tastes in “beauty” may vary between cultures and generations, but a desire for beauty – in music, art, literature, personal appearance, etc. – burns deep in us all.

Play and relaxation. We take trips, buy toys, join clubs and much more in order to satisfy this desire. The economy of some states and countries depends on tourism and our desire for play and relaxation.

Feel important. People will often buy all sorts of products and services because ownership makes them feel important.

Physical pleasure and comfort. We like comfortable beds, warm homes, bubble bath, lounge chairs, personal products and such that give us pleasure and make us...