her goal that advertisers try to achieve is to create awareness about the product or the services offered.
             A buying motive is a need or drive that causes the customer to purchase a product. There are three types of buying motives, the motives are divided into primary, selective and patronage motives. The fist motive is called primary because it is almost always the initial motive for the consumer. The primary motive is based upon need. The consumer is motivated to buy a product because she needs it. Though advertising does not always cause this motive it can do so by presenting a new product in an exciting way. The selective motive is preference for a certain type of product. An example given by Shirley F Milton was a woman buying a frying pan. If the primary motive was the need for the pan, the selective motive would be the woman deciding she wants a Teflon pan because she has seen ads that say Teflon is better. The last motive is the patronage motive. This motive is caused by loyalty to a particular brand. Suppose the woman enjoyed the Teflon pan she had purchased an!
             d now needs a crock-pot. She is likely to purchase a crock-pot made by the same brand because she trusts its products and quality. The woman has gone through all the buying motives and formed brand loyalty a long-term goal of most companies.
             Advertising also has hidden objectives which are meant to target customers on a more subconscious level. The advertisers attract customers by providing a solution to the more self-serving needs, those which go beyond necessity. Advertisers attempt to sell emotional security, immortality, and a sense of power to the consumer. Other hidden needs of the advertisers are to sell love objects, self ego-gratification, and creative outlets. The hidden objectives achieved by using psychological appeal in the advertisements.
             According to Richard F. Taflinger, PhD there are ten psychological appeals that are used in a...