Growth Needs: Generosity"Giving away" runs contrary to the human desires to possess, but such generosity is often considered a great human virtue. At best, gifts are symbolic expressions of altruism, love, and bonding in the social order. However, not all gifts are given so freely, without any strings attached. Reciprocity gifts (quid pro quo, tit for tat, back-scratching gifts) are those which expect some kind of return favor,or some kind of gratitude, thanks, or approval. Guilt is another reason for giving, an attempt to make up for an offense or an omission. Such giving involves a sense of debt, duty, or obligation. Advertisers know these varieties of human motives. Ads often stress the gratitude of receivers ("She'll be pleased" ... "Delight your family"). Our popular gift-giving days include birthdays, Christmas, Valentines Day, Mother's Day, weddings, anniversaries, and graduations. Merchants and advertisers would like to expand this list. Audience-centered ads try to associate the product with pleasant emotional feelings of "good things" already liked by the intended audience. Such feel- good ads are often not logical or true, but can be very effective.
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Key Words:aid Back to: Audience-Centered Claims
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