Approval Needs: Science
Most people have a strong need for a sense of certitude and approval from outside sources: that we are "doing right" and that the world makes sense. Some argue that science today has replaced religion in the almost-worshipful attitude which many people have toward scientific authority and technological progress. Associating products with science and technology can also create the sense (or illusion) of accuracy, certitude, and truth. Nonverbal images (labs, microscopes, computers, complex machinery) suggesting scientific authority are common in ads, as is the use of scientific jargon. Ads often coin scientific-sounding words using Latin prefixes and suffixes (mega-, mini-, micro-, hyper-, -ics, ite, -ate), make up abbreviations and acronyms (DX7, Formula 5D2), and display statistical data -- all to associate their product with the benefits of modern science. 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:analyst Back to: Audience-Centered Claims
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