Growth Needs: EsteemEsteem is a social need. We seek to be recognized and valued by others. In an open society, not rigidly ordered, ads often stress upward mobility (improve, get better) and products promise a raising of social status. Economists point out that buying such vanity products, trying to impress others, is often another form of wasteful spending. Seeking unobtainable goals can cause serious dissatisfaction to the individual. Fortunately, we have the option of seeking esteem in many different groups or categories; or seeking other needs or desires in place of positional goals in which there's only one "first place." Both dominance and submission are involved in a social order. Aggressive behaviors are encouraged by emphasis on esteem, leadership, winning, competition, and dominance. Submissive behaviors are encouraged by emphasis on belonging, joining, fitting it, teamwork, being accepted, loyalty to the group, and generosity. 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. |
Key Words:acclaimed Back to: Audience-Centered Claims
|