To make advertising effective you have to appeal to human strongest drives, needs and motives. The researches show that out of the great number of ads consumers get exposed to during the day they choose to watch and remember only those which relate to their needs or involve their basic drives or instincts. Such ads are able to capture consumers' attention and move them to action. Brands presented in such ads are easily remembered by people.
One of these strong hidden human drives is aggressiveness. Some people are more inclined to aggressive behavior than others. Aggressiveness and anger may accumulate in people and then find their way in one or another form. There is a socially accepted way of expressing them. It is called sublimation. Releasing accumulated tension people have sense of relief and pleasure. Many psychologists believe that most aggressive people are those who are not satisfied sexually. Such aggressive motives are commonly used in advertising of motorcycles, extreme sport accessories, sport cars, etc.
Getting accumulated in people, aggressiveness and anger may be released under two conditions: frustration and provocation. If the release of aggressiveness is caused by frustration it is most likely to manifest itself in socially acceptable forms, that is, sublimation. In case it is released by provocation it is very likely to come out in some disagreeable or even harmful and dangerous form.
So, when designing ads with aggressive motives advertisers have to make sure that their products provide socially acceptable forms of the sublimation of aggressiveness. Advertising based on aggressive motives is never to call people to humiliate others or express negative emotions toward them. It is rather to direct them to accomplishing more or achieving higher goals.
Another strong and inborn human motive is oral pleasure. For babies their mouth is a main source of pleasure and comfort. It remains an important pleasure motive throughout all human life. Adults most commonly express it through smoking, chewing gum or even eating. It is very important motive for advertising food products.
Advertisements that use this motive to show food, people cooking and eating it, greatly stimulate customers' oral pleasure motives and strongly drive them to actions.
Using various appeals in advertising can be very efficient. Especially, if your product is quite adequate to the promise you give in your ads. If it provides not only natural benefits but also has psychological value to people it will create strong emotional links with consumers and will lead them to become your loyal customers. It is not enough to just present a set of products with specifics and benefits to people. You have to offer them some emotional benefits that may make them feel good about possessing the product.