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    The document discusses how advertisers appeal to people's core values in order to get them to buy products. It provides a list of personal, social, political, economic, and religious values, as well as many core values commonly used in advertising like family, freedom, security, and happiness. While a product like sports shoes has nothing to do with social justice, advertisers associate it with values like equality to make the product appealing. The document suggests advertisers should identify which values are important to their target audience in order to craft persuasive marketing messages.

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    The document discusses how advertisers appeal to people's core values in order to get them to buy products. It provides a list of personal, social, political, economic, and religious values, as well as many core values commonly used in advertising like family, freedom, security, and happiness. While a product like sports shoes has nothing to do with social justice, advertisers associate it with values like equality to make the product appealing. The document suggests advertisers should identify which values are important to their target audience in order to craft persuasive marketing messages.

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    © All Rights Reserved
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    1 views3 pages

    1 - Thinking About Values 3 1 1

    Uploaded by

    Iyvd sdfsheth
    The document discusses how advertisers appeal to people's core values in order to get them to buy products. It provides a list of personal, social, political, economic, and religious values, as well as many core values commonly used in advertising like family, freedom, security, and happiness. While a product like sports shoes has nothing to do with social justice, advertisers associate it with values like equality to make the product appealing. The document suggests advertisers should identify which values are important to their target audience in order to craft persuasive marketing messages.

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    © All Rights Reserved
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    Values and Advertising

    A VALUE APPEAL is an attempt to get people to do as you ask them by appealing to


    their values. Find out what they believe to be important in life then link that to the action
    that you want them to take.

    Types of Values
    ● Personal Values attitudes, beliefs, and actions
    ● Social Values equality, justice, liberty, freedom
    ● Political Values welfare, civic duty, national pride
    ● Economic Values ownership, taxes, supply & demand
    ● Religious Values behavior, caring, worship
    ● Cultural Values role of the individual, what is success?

    So what?
    By purposefully appealing to the values of your audience, they are more
    likely to buy into your message.

    Advertisers appeal to values to make associations with their product.


    Companies want consumers to consider positive values that are connected
    with the product.

    Often these values have absolutely nothing to do with the nature of the
    product itself. A sports shoe has nothing to do with social justice and
    equality, but Nike is clearly using this value message to sell their shoes.

    See below for a list of core values and consider how these are used in
    advertising to sell products.
    Core Values

    ● Family ● Respect ●Communication ●Contentment

    ● Freedom ● Joy/Play ●Learning ●Friendship

    ● Security ● Forgiveness ●Excellence ●Compassion

    ● Loyalty ● Work Smarter and ●Innovation ●Fitness


    Harder
    ● Intelligence ●Quality ●Professionalism
    ● Excitement
    ● Connection ●Commonality ●Relationship
    ● Change
    ● Creativity ●Contributing ●Knowledge
    ● Goodness
    ● Humanity ●Spiritualism ●Patience
    ● Involvement
    ● Success ●Strength ●Change
    ● Faith
    ● Respect ●Entertain ●Prosperity
    ● Wisdom
    ● Invention ●Wealth ●Wellness
    ● Beauty
    ● Diversity ●Speed ●Finances
    ● Caring
    ● Generosity ●Power ●Gratitude
    ● Personal
    ● Integrity ●Affection ●Grace
    Development
    ● Finesse ●Cooperation ●Endurance
    ● This Too Shall Pass
    ● Love Attitude ●Love of Career ●Facilitation

    ● Openness ● Honesty ●Friendship ●Effectiveness

    ● Religion ● Adventure ●Harmony ●Fun

    ● Order ● Kindness ●Encouragement ●Fame

    ● Advancement ● Teamwork ●Pride in Your ●Justice


    Work
    ● Career ● Home ●Appreciation
    ●Clarity
    ● Humor ● Courage ●Willingness
    ●Fun-Loving
    ● Balance
    Source: http://changingminds.org/explanations/values/values_categories.htm

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