1. Something entirely new for which you must create a demand by showing its advantage to the buyer, arousing his sense of need and, consequently, his desire to possess.
2. Something new but filling a long-felt need—"Just what you've been looking for"—the value of which will appeal to the buyer almost as soon as the product is explained. Comparison with the article that now imperfectly fills the want suggests itself.
3. A new brand of an old staple, like crackers, of which the superiority must be dwelt upon to induce buyers to ask for it. Even after the article is selling well, continuous advertising is necessary to keep the name before the public.
A paying advertisement appeals to a large class of people or, better still, to several classes. For a moment let us analyze a few of the appeals to which almost every one responds; let us consider the reasons back of our purchases. Why do we buy one article and not another? We buy it first, perhaps, because we need it or think we need it; second, because we think it will taste good or be comfortable or good-looking or because it will afford us amusement; third, because we think it is better, though possibly more expensive, than any other brand on the market, and our pride or our desire to emulate responds to it; fourth, because we think it is good for our health or our safety; and, fifth, because we shall save money or make money thereby. Summing up, we may say that the motives to which appeals may safely be made are:
1. Need, conscious or unconscious (usefulness, quality, or durability).
2. Comfort, amusement, or appetite.
3. Pride, desire to emulate, or vanity.
4. Safety (of health or personal possessions).
5. Economy or gain.
Clip from magazines and bring to class good advertisements that appeal to the motives named above. Try to find those advertisements that make an appeal to only one motive in one advertisement.
Exercise 282
The following catch phrases have been taken from advertisements in various places. Tell (1) whether their appeal is general; (2) whether they induce one to buy; and (3) if they do, which of the motives given above have been used by the advertiser. Frequently more than one motive is used in one advertisement.
1. For a delicatessen store: Good things to eat.