Advertisers felt they had to successfully manipulate the consumers’ guilt feelings, fear, and inner tensions.
Every time a self indulgent product was advertised ad men needed to lessen the guilt feelings and offer approval. E.g.: many people continue to smoke despite their guilt feelings about the habit; they smoke to relieve tension, to express sociability, as a reward for effort, as a proof of daring and so on.
Many enter a room full of people with a cigarette in their fingers as it makes them seem less nervous and more sophisticated.
People also smoke to prove they are virile and mature. Young people smoke trying to be older and older people smoke trying to be younger.
Housewives resent appliances as a threat to their creativeness and usefulness so ad men emphasize that appliances free the housewives to have more time with the children and to be a better mother.
The consumers’ fears and anxieties like their guilt feelings offered many openings for the advertisers to draw up successful ad campaigns. Motivation analysts find ways to bypass the consumers’ fears.
Every time a self indulgent product was advertised ad men needed to lessen the guilt feelings and offer approval. E.g.: many people continue to smoke despite their guilt feelings about the habit; they smoke to relieve tension, to express sociability, as a reward for effort, as a proof of daring and so on.
Many enter a room full of people with a cigarette in their fingers as it makes them seem less nervous and more sophisticated.
People also smoke to prove they are virile and mature. Young people smoke trying to be older and older people smoke trying to be younger.
Housewives resent appliances as a threat to their creativeness and usefulness so ad men emphasize that appliances free the housewives to have more time with the children and to be a better mother.
The consumers’ fears and anxieties like their guilt feelings offered many openings for the advertisers to draw up successful ad campaigns. Motivation analysts find ways to bypass the consumers’ fears.