hi Emotional Attention-Getters


Persuaders know that some words and images have strong emotional associations. Thus, advertisers use the association technique to link (1) the product, with (2) some thing already liked or desired by, (3) the intended audience.

This means that the persuaders must first know what people need and want.

Today, advertisers use modern consumer research techniques (polls, surveys, interviews, focus groups) to link specific products and specific audiences.

Traditionally, other observers - philosophers and psychologists, from Aristotle to Maslov -- have tried to identify the many kinds of human wants and needs.

Here's my useful list of 24 kinds of such "good things" already liked or desired by people. You can observe how often their related emotional words and images are associated in ads with products.

Basic Needs:
  • Food
  • Activity
  • Surroundings
  • Sex
  • Health
  • Security
  • Economy

Territory Needs:

  • Neighborhood
  • Nation
  • Nature
Certitude/Approval Needs:
  • Religion
  • Science
  • Best People
  • Most People
  • Average People 
 
Belonging Needs:
  • Intimacy
  • Family
  • Groups
"Growth" Needs:
  • Esteem
  • Play
  • Generosity
  • Curiosity
  • Creativity
  • Success

Such associations are used both as "attention-getters" and as "desire-stimulators." For example, the visual background of a sports car ad may both get attention and stir desire by suggesting many pleasant associations: a beautiful girl (Sex) driving up to a rich estate (Best People) set in mountain scenery (Nature).

Because the association technique is indirect and often misunderstood, these 24 categories listed here are discussed in more detail in Audience-Centered ads.

Within the ad itself, many ways (often, working together at the same time) can be used to get and keep the attention of the target audience. Within an ad, there are 3 major kinds of attention-getting techniques: physical, emotional and cognitive.

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