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Appealing to different
Audiences
Audience Targeting Methods
Maslow’s Hierarchy of Needs
Physiological needs - Food, drink, sleep, sex, relief
from pain
Safety needs - Security, freedom, protection from
danger, order
Love and belonging needs - Friends, companions,
family, being part of a group
Esteem needs - Respect, affirmation of others, self-
worth, admiration, self-confidence, self-acceptance
Self-actualisation needs - Develop or fulfil one’s
potential, do what one is best suited to, discover
“truth”, create “beauty”, produce order, promote
justice
Tools of Persuasion
Humour – Feel-good associations
Repetition - Memorability
Shock Tactics – Memorability and discussion
Sex – Titillation, feel-good associations and
aspiration
Stereotypes - Recognisability
Intertextual references – Association and
making us feel clever
Music - Memorability
Elite People – Aspiration, admiration and trust
Persuasive Devices
Reward
Punishment – Playing on our fears
Responding to our needs
Responding to our aspirations
Guarantees of quality from brand
reputation
Uses and Gratifications
Theory
Information and education
Personal Identity - Reinforcement of
personal values, role models
Social Interaction - As a basis for
conversation and social interaction
Social Integration
Entertainment and escapism
Structural – As part of routines
Uses and Gratifications
Theory
Information and education
Personal Identity - Reinforcement of
personal values, role models
Social Interaction - As a basis for
conversation and social interaction
Social Integration
Entertainment and escapism
Structural – As part of routines

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3. appealing to audiences

  • 2. Maslow’s Hierarchy of Needs Physiological needs - Food, drink, sleep, sex, relief from pain Safety needs - Security, freedom, protection from danger, order Love and belonging needs - Friends, companions, family, being part of a group Esteem needs - Respect, affirmation of others, self- worth, admiration, self-confidence, self-acceptance Self-actualisation needs - Develop or fulfil one’s potential, do what one is best suited to, discover “truth”, create “beauty”, produce order, promote justice
  • 3. Tools of Persuasion Humour – Feel-good associations Repetition - Memorability Shock Tactics – Memorability and discussion Sex – Titillation, feel-good associations and aspiration Stereotypes - Recognisability Intertextual references – Association and making us feel clever Music - Memorability Elite People – Aspiration, admiration and trust
  • 4. Persuasive Devices Reward Punishment – Playing on our fears Responding to our needs Responding to our aspirations Guarantees of quality from brand reputation
  • 5. Uses and Gratifications Theory Information and education Personal Identity - Reinforcement of personal values, role models Social Interaction - As a basis for conversation and social interaction Social Integration Entertainment and escapism Structural – As part of routines
  • 6. Uses and Gratifications Theory Information and education Personal Identity - Reinforcement of personal values, role models Social Interaction - As a basis for conversation and social interaction Social Integration Entertainment and escapism Structural – As part of routines