Most people have a strong need for a sense of certitude and approval from outside sources; some seek to get this from association with the the "most people."

Often called the bandwagon appeal (a 19th century political metaphor suggesting crowds jumping aboard the bandwagon of a winning candidate), this category emphasizes popularity: doing what "most people" do.

Popularity appeals may be strongest in democratic societies which place high value on majority rule. Popularity appeals may be most effective in modern America which sociologist David Riesman described as being "other directed" -- that is, very concerned with the approval of other people (rather than "inner directed" or "tradition directed").

Peer pressure -- conformity to the opinions and behaviors of others ("keeping up with the Jones") is common in the whole society, but probably most intense and least understood by adolescents who desperately seek to be well liked and popular. Most ads targeted at them exploit such peer pressure, indirectly, especially by the visual images portrayed.

Although this concept of "Most People" emphasizes numbers, it is closely related to (often overlapping) the associations linking the product with "Average People" (or "plain folks").

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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