When you create an advertisement or promote your products, you have to keep in mind the motives that direct people, when they choose products and make purchases. It is important not only to offer the natural qualities of the products to the customers, but also to involve their psychological motivation, which adds a special attractiveness to the products in their view. The motivation may be conscious and subconscious. The consumers' conscious motivation is the target of the advertising, offering technical and other useful facts of the products. The subconscious motivation is influenced by the emotional and sexual appeals.
There are three widely recognized subconscious motives, having an influence on both sexes. These are:
Narcissism and exhibitionism
Frequently, in the advertising of such plain goods like nutrition products, real estate or cars, they use psychoanalytical symbols of these hidden motives. While people see those symbols, they do not apprehend them verbally but, rather, percept them subconsciously. However, they are able to carry out the sense, enfolded in them, and achieve the expected results.
In the 20s' of the last century, advertisers realized the need of using subconscious motives in the advertising. Subconscious carries out a great influence on the human conduct and choice. The subconscious motive is instincts, desires, emotions and memories, hidden from the human conscience. A subconscious motive is driven by a simple but strong human desire that must find its realization; otherwise, the person becomes irritated and may develop neuroses. A subconscious desire, when accumulated and not released, causes tension. When the desire is satisfied, the tension disappears and the person feels pleased. Freud called it the pleasure principle.
If a purchase and usage of your product relate to the relief of the tension, the consumer receives a strong emotional link to it and certain associations. It is one of the primary reasons why shopping may be both, a therapy and addiction for many women.
Researches in the field of subconscious motives in advertising started only in the 50s' of the last century. Since that time, using those motives in advertising has become one of the most essential aspects of its efficacy.
The advertising of some products is almost impossible without such motives. Testing proved that, after having watched a TV ad of a product with hidden sexual symbols, people of both sexes showed eighty percent more willingness to purchase the product than after watching a similar ad without the symbols. No attractiveness or brightness of an ad can have the necessary influence without that symbolism.
Having taken into consideration all these facts, we can conclude that fashion, appeals, different stimuli and demands may change, however, the basic instincts and the deepest human emotions, such as love, anger, sexual drive, remain always unchanged and the advertising, which involves all of those, brings forth much more effective results.