Basic Needs: Security
People seek security, protection from danger and threats, as part of our basic needs for survival, self-preservation. In commercial advertising, many "protection" and "prevention" products are available which help us be secure, or feel that we are secure. Security language is very common in social and political persuasion. As social animals, people have organized groups (police and military) for their mutual self-protection. This function is usually reflected in the language used (National Guard, Department of Homeland Defense, national security) 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:assure, assurance Back to: Audience-Centered Claims
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