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Felt-tip Faerie

The Fifteen Appeals in Advertising

The Institute of Motivational Research developed the following list of emotional appeals for advertising:

The need for sex

The need for affliation

The need for 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 for escape

The need to feel safe

The need for aesthetic sensations

The need to satisfy curiosity

Physiological needs: food, drink, sleep. etc..

Advertising and political rhetoric is designed to stimulate these subrational impulses.

References cited:
Advertising’s Fifteen Basic Appeals
by Jib Fowles
Texts and Contexts: A Contemporary Approach to College Writing by William S. Robinson and Stephanie Tucker

Corresponding images:


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