Basic Appeals Used in Advertising
Advertisers use three basic appeals to make their products more attractive. One of
these appeals is "the appeal to or creation of needs." It is based on four of the needs in
Maslow’s hierarchy. Examples include:
"Aren’t you hungry for Burger King now?" (physiological needs)
"Get a piece of the rock" – Prudential Insurance (safety and security needs)
the "Pepsi generation" (belongingness and love needs)
"When E. F. Hutton talks, people listen" – Brokerage firm (self-esteem and status
needs)
“We’re not for everyone.” – Miracle Whip (self-actualization)
Using any magazines you may have, identify examples of each of the needs used in
advertising. Explain which need it satisfices and how. Though some could be argued to
fulfill multiple needs, you may only use 1 ad per need. Please scan in the advertisement
when you submit it.
