romotional offers. These two functions are similar because both provide important information about the product. The seventh is to build traffic. In a store this means to increase the number of peop

imed at women instead use self-approval, and the approval of other women, methods that are more effective. Also causing a difficulty with sex appeal for women is the females complicated requirements for a mate. For women sexual attraction must be more than just physically based. A man must also display strength, money, power, prestige, and other social factors which define a "good man". Advertisers must incorporate the appearance of all these qualities to appeal to women. This is not to say that sex appeal always works perfectly for men.

According to Richard F. Taflinger, PhD there are ten psychological appeals that are used in advertising. A psychological appeal influences a person's subconscious mind and emotions through visual or aural influences. This is done using advertisements which suggest that the purchase of the product or service will satisfy one of the subconscious desires. The ten psychological appeals are self-preservation, sex, acquisition of property, self-esteem, personal enjoyment, constructiveness, destructiveness, curiosity, imitation, and altruism. Each of the appeals has either a biological or social basis as a part of human behavior.

The primary purpose of advertising is to sell the advertised product but advertising has many other purposes. Each advertising campaign is built for a particular purpose or to help meet specific goals. According to Shirley F Milton there are ten main functions of advertising. The first is communicating the brand personality. The campaign must convey the type of company that is selling the product. The second is indicating the brand's place in the community. Weather the vender is a small store or large company it is important that the consumer can see how the products or services fit into his own life. The third is to build brad name. The advertising campaign should make the brand recognizable through a logo or reputation. The fourth function is to stress the importance of shopping "here". This causes the consumer to pick one brad or store over another which offers similar services. The fifth and sixth are telling news about the merchandise and announcing sales or p!

The main purposes of advertising go along with its goals and objectives. Advertisers want to create a favorable disposition towards the store or brand. They also want to give the consumers information and implant attitudes about the products. It is also an important goal of the brand to build a reputation and increase store visits. This can help to create loyal customers. Another goal that advertisers try to achieve is to create awareness about the product or the services offered.

An example of one of the psychological appeals at work is selling life insurance. In order to sell life insurance to men self-preservation, oddly enough is used. When consumer psychologists studied trend to help ease the difficulty of selling something associated with death they found that it was not actually the idea of death that made men uncomfortable but the possibility of being obliterated from the world. Men were horrified at the idea of being forgotten. New ad campaigns demonstrated life insurance as a way for men to live forever, continuing to protect and provide for their grateful families. The use of the psychological appeal of self-preservation is also beneficial because according to Taflinger it is the strongest of the appeals.

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Approximate Word count = 9315
Approximate Pages = 37 (250 words per page double spaced)