Appealing to audiences
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This document discusses methods for targeting different audiences and using persuasive techniques. It outlines Maslow's hierarchy of needs, which categorizes human needs from basic physiological needs to higher-level needs for esteem and self-actualization. It then lists some tools of persuasion like humor, repetition, shock tactics, sex, stereotypes, and music. Finally, it discusses persuasive devices such as rewarding audiences, playing on fears, and appealing to needs, aspirations, and trust in brand reputation.
Appealing to audiences
- 1. Appealing to different Audiences Audience Targeting Methods
- 2. Maslow’s Hierarchy of Needs Physiological needs - Food, drink, sleep, sex, relief from pain Safety needs - Security, freedom, protection from danger, order Love and belonging needs - Friends, companions, family, being part of a group Esteem needs - Respect, affirmation of others, self- worth, admiration, self-confidence, self-acceptance Self-actualisation needs - Develop or fulfil one’s potential, do what one is best suited to, discover “truth”, create “beauty”, produce order, promote justice
- 3. Tools of Persuasion Humour – Feel-good associations Repetition - Memorability Shock Tactics – Memorability and discussion Sex – Titillation, feel-good associations and aspiration Stereotypes - Recognisability Intertextual references – Association and making us feel clever Music - Memorability Elite People – Aspiration, admiration and trust
- 4. Persuasive Devices Reward Punishment – Playing on our fears Responding to our needs Responding to our aspirations Guarantees of quality from brand reputation