3. I am likely to buy a product if the I am likely to buy a product which
style and content of the advert benefits allows me to
strikes a chord with me either
because of my; 1.Feel better about myself
2.Be even more successful
1.Lifestyle 3.Feel even more attractive
2.Interest/ hobbies 4.To take part and be efficient/
3.Views/ outlook on life on life effective
4.Ambitions 5.To be even more popular
5.How I’ve been socialized (brought 6.To be even more admired
up) 7.To feel and look successful/ rich
6.Commitments 8.Feel as if it a natural addition to
7.My Attitude my lifestyle
8.What is important to me
4. Get your target 11. Need to escape- flight is
6. Need to achieve- the ability to
audiences to buy by very appealing; you can
accomplish something difficult
appealing to their: imagine adventures you
and succeed identifies the
cannot have; the idea of
product with winning. Sports figures
1. Need for sex- escape is pleasurable
as spokespersons project this
surprisingly, only 2 percent image.
of the television ads he 7. Need to dominate- the 12. Need to feel safe- to be free
surveyed used this appeal. power we lack is what we from threats, to be secure is the
can look for in a appeal of many insurance and
2. Need for affiliation- the commercial "master the bank ads
largest number of ads use this possibilities.”
approach: you are looking for 13. Need for aesthetic
friendship? Advertisers can also 8. Need for prominence- sensations-beauty attracts us,
use this negatively, to make you we want to be admired and classic art or dance makes
worry that you'll lose friends if and respected; to have us feel creative, enhanced
you don't use a certain product. high social status.
3. Need to nurture- every time 14. Need to satisfy curiosity-facts
9. Need for attention- we support our belief that
you see a puppy or a kitten or
want people to notice information is quantifiable and
a child, the appeal is to your
us; we want to be looked numbers and diagrams make
paternal or maternal instincts
at. our choices seem scientific
4. Need for guidance- a 10. Need for autonomy-
father or mother figure can 15. Psychological needs- Fowles
within a crowded
appeal to your desire for defines sex (item no.1) as a
environment; we want to
someone to care for you. biological need, and so he
be singled out, to be a
classifies our need to sleep, eat,
5. Need to aggress- (attack "breed apart." This can also
and drink in this category.
first) we all have had a desire be used negatively: you
Advertisers for juicy pizza are
to get even, and some ads may be left out if you don't
especially appealing late at night
give you this satisfaction use a particular product
5. Here is a reader profile written
by Mrs Moore. She has
documented lots of brands that
she aligns herself with and
then written a personal profile
using Socio-economics and
Psychographics.
You are now going to produce
your own personal Reader
profile. You need to consider
lifestyle brands but also your
media tastes, media
consumption habits, c
technology you buy into, radio
stations you listen to etc.
