Approval Needs: ReligionMost 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. Religion provides this for many people. Persuaders know that religion is a very sensitive issue: at best, religion is a transcendent experience involving worship, reverence, and altruism; at worst, it can be a tool used by rascals to exploit others. Scriptures (e.g. Bible, Torah, Koran) are often used for references, allusions, or phrasings. (KJV) Political persuaders (in wartime and with "cause groups") often use religious associations, often with bi-polar themes: God-on-our-side and the opponents as diabolical. But, such heavy handed association is not common in commercial persuasion. In our society with diverse religious beliefs and practices, most commercial TV ads try to avoid displeasing anyone. Seldom will you see the national ads in the mass media using religious rhetoric. But, there's a great deal of such religious association at the local level (church newspapers, bulletins, religious radio broadcasts) used to inform their target audiences that certain products or sponsors are "one of ours," or conversely that certain others should be boycotted. 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:bless, blessed Back to: Audience-Centered Claims
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