15 Basic Appeals Flashcards
We really want to be
around other people
● Need for
companionship
● Couples
● Friends/Family
We are afraid of losing our
friend/partner
Fear of rejection
Most prevalent appeal
Need for Affiliation
Overt sexual images
● Appeals to sex drive
● Not used that often!
Only 2%
Need for Sex
We really want to take care of small,
helpless things
● Babies
● Pets
● Children
Need to Nurture
We really want someone to
take care of us
● Need for instruction,
wisdom
● A parent-like spokesperson
● Opposite of need for
nurture
● Nostalgia/History of product
Need for Guidance
We really want REVENGE!
● Anger or violence
● Lewd gestures
“One very, very lonely calorie. Pepsi Max”
Need to Aggress
We really want to win
● Reach our
goals/success
● Overcome
obstacles
● Winning a
competition
● Sports hero
Need to Achieve
We really want to be powerful
● Special powers
● Strong animals
● Big machines
Need to Dominate
We really want to be rich and prestigious
● High social standing
● Admiration
● “Classy”
Need for Prominence
We really want people to look at us
● Object of fascination
● Desired
Need for Attention
We really want to be
independent
● The proud individual
● You are unique
Need for Autonomy
We really want to get away
from our daily
responsibilities
● You need a break
● Vacation
● Adventure
Need to Escape
We want to keep
ourselves and our
families safe from harm
● Need to avoid tragedy
● Need to stay healthy
Need to Feel Safe
We really want beautiful things
● Need for creativity
● Artistic looking
Need for Aesthetic
We really want facts and
figures to support the
claim
● We need more
information
● Percentages/numbers
● Diagrams/charts
Need to Satisfy
Curiosity
We really want
sleep, food, and
drinks.
● Focus is on
food or drink
● Makes your
mouth water
Physiological Needs
