Advertising and the manufacture of needs: lines of appeal

Advertising and the manufacture of needs:
lines of appeal
 Advertising positions products in market though the use of images.
These images are framed according to the connotations they carry
 Manufacturing difference
 Goods as a code of distinction, separation, status symbol
 Goods act as a structure of differentiation
 Ads use various lines of appeal American researchers looked at 15
ways ads appeal to consumers in terms of “needs”
 Need for sexual attraction
 Need to achieve
 Need to dominate
 Need for affiliation
 Need to be different
 Physiological (and psychological) needs

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