Desire

Of course, the other major human response that advertisements play on is desire. Humans have lots of desires, and each person is unique; however, there are many that are common to large chunks of the population. Most people desire more money to some degree. For some, it’s a fanatical life-consuming desire, for others, it’s more a case of desiring a little more cash saved up.

This advertisement tells the reader straight up that they can get a 20% return on their investment, appealing to the desire many people have to make money. Once again, the advertisement needs to provide the method or ‘solution’ to fulfil the desire - in this case it tells the reader that they can order a prospectus that will contain information about the investment.

Click here to move on to the next topic: General desires and fears