It is recommended to use such motives: rational, emotional and moral. By rational belong: the profit motive (economic motive), which is based on people trying to save money by buying sparingly and for low prices goods; health motive, which is used in advertising food, sports products, hygiene products, and the like; motive reliability and security, which is used in the banking and insurance business, when you need to create a sense of the smallest risk. The same applies to advertising of goods for residential use (tools, sewing machines and the like); motive of convenience and additional benefits, which promises to purchase this product. Additional information at Jeremy Tucker supports this article. Rational motives are aimed at the rational buyer who or completely cast advertising, or instantly react to it, provided that it informs and leads his objective arguments for this or that product. Emotional motives "play" on the emotions of buyers. Such advertising treatment is useful for those who only expects to helped them make the right choice (if they have not bought the goods), or to make sure that they were not wrong in choosing (if they have already purchased goods). For emotional reasons professional psychologists include: the theme of love, which is most often used in advertising gifts; motif of freedom, that is man's desire for independence, protect their autonomy in different spheres of life, the motive of pride and patriotism, which is used to increase sales of domestic goods; motives of joy and playful motifs that correspond to human attempts to obtain information in the cheerful, bright colors, motif discovery, which corresponds with the human qualities such as curiosity and their aspirations, the motive of self-worth and self-actualization, which is based on the natural human desire to find acceptance in their communities, achieve a certain status in society, the motive of fear, which is used in all sorts of counter-advertising personal hygiene and the like. Glen Wakeman addresses the importance of the matter here. Emotional advertising works on a symbolic level.
She does not need evidence. Specialists from advertising believe that advertising is an emotional effect in a series of stress and excitations, and the purchasing of goods precedes the perception, that is, a person, as in other cases, in his own researches and models the subject, and only then the subject becomes its own need or desire. Make a purchase for such people – it means to identify it with its own face, to tell about myself others. Moral motives appeal to the senses of fairness and decency. Scientists, psychologists refer to this explanation: the theme of justice, which is used in advertisements of charitable foundations, community organizations, political campaigns; motive for environmental protection; motif of decency, which is based on conscience, kindness, moral virtues and the like; social motive associated with a particular mezhdunatsionalnym conflicts, disasters, rising crime, stress, society, and the like. Advertising agencies are usually used in advertising campaigns by several motives. Developed using the above of different structures that participate in the campaign, ads will attract new customers, make them supporters of goods of services that are advertised. It is the purpose of any advertising campaign. However, the ad campaign does not exist in isolation from other business activities. It is closely related to marketing, that is the definition of demand, pricing, on products that advertised their development (the so-called technical policy) and other elements of market economy.