appeals:
an extension
programming tool
terry gibson
trisha day
1976
Division of Program and Staff Development
University of Wisconsin-Extension
Artwork by Karen McClellan
Layout and Design by Colleen Schuh
Copyright 1976 by University of Wisconsin- Extension, Division of Program and Staff Development
What if you put on a program…
and nobody came?
The program looked great, but…
Can you prevent this from happening?
You bet!
Find out how to tell people about program benefits by
appealing to their basic needs.
Read this booklet. Then put appeals to work for you.
introduction
If you've spent a lot of time and energy putting together a good program, it's only natural you'd
want it to be well received. There's no magic formula for success. But, it might help to remember
that for a program to be successful, three major things must happen:
•
•
•
The people of the community need to be involved in determining the program goals
and objectives.
The benefits of participating in the program need to be greater than the costs of
getting involved (See companion booklet, Strategies for Involvement)
The benefits of the program need to be made known to all potential participants.
By using valuable input and feedback from people involved in advisory groups, you've been able to
develop excellent programs dealing with real needs and specific problems. But it's impossible to
involve everyone in an advisory group, so the real challenge lies in finding a way to let other people
know about the benefits of program participation.
Fortunately, a variety of communication tools-print materials, telephones, radio, and
television-are at your disposal. In fact, you've probably been relying on these tools for quite some
time to get messages to people.
But you aren't the only one with a message! Countless other organizations use the same tools,
trying to persuade people to buy, believe, or do something.
It's not just a matter of getting your message out to people -- it's a question of determining how to
make sure people hear what you have to say. To be heard above all the other clamor, you have to
make sure that what you're saying will arouse a particular response in people.
The power that brings about that response is called an appeal.
To persuade people to get involved in an Extension program or project, you must appeal to
people's needs and desires. Advertisers have been doing this for years-in fact, the satisfaction of
human desires is the basis of advertising and marketing. The objective is to appeal to a specific
desire and then demonstrate how it can be satisfied.
When you have a product or service you think people need, naturally you want to get it to them.
But stop ... think for a moment about the demand for that service. Everything depends on how
much people really want what you have to offer.
Demand is a psychological concept, composed of the fundamental wants, needs, and motives
inherent in human nature. So, it's a good idea for anyone selling something (including the
Extension agent who wants to sell people the idea of getting involved in a program) to understand
more about the nature of human needs and wants.
Psychology can help us understand why people make choices and what influences them in
deciding. This information can be helpful to you, since you're anxious to have people decide to get
involved in Extension programs.
Of the vast amount of data dealing with psychological factors involved in decision making, one basic fact
emerges: people's needs and desires stem from inner feelings, fears, drives, and attitudes. These inner
factors are involved in deciding to buy or do something because all such decision making is based on
speculations about how well the product or service can be expected to satisfy the need.
For people to decide to invest time or money in a project or product, they have to feel they're going to get
something valuable in return. And they won't decide that unless they want or need what's being offered. So
it's up to you to persuade them that involvement in your program will benefit them. To do this, you've got to
demonstrate how to satisfy a specific need-which is what commercial advertising is all about.
But these ads often take advantage of our vulnerability. By exploiting our deepest, most sensitive needs,
some ads try to make us believe that a product can do more than it really can. So, often people buy things
because they've been promised something else. Why do people buy expensive vitamin pills? A good diet
provides most people with all the necessary nutrients, but the vitamin pills promise health and vigor, while
the diet simply implies food.
Where do you draw the line between the legitimate use of an appeal and a manipulative one? Much depends
on whether you're trying to take advantage of another person's needs for you to profit, or whether you're
drawing attention to the need to point out how the individual may benefit from what you have to offer.
Another important consideration is the degree to which your product or service can actually succeed in
fulfilling the need it arouses. It's exploitative to promise love and romance if you brush with a certain toothpaste. On the other hand, there's nothing manipulative about telling people that they can expect to pick up
some practical information about budgeting by attending a program on money management.
Let's look at some basic appeals people are most likely to respond to.
appeals
profit motive
This doesn't mean only money. It also includes
our desire for success, prestige, power, and
material possessions. For some of us, it explains
why we collect things and find it so hard to
part with what we've saved.
example
It's true that an animal that's well-behaved in
the sales ring brings more money. So here are
some training suggestions that will really pay
off.
health
In addition to wanting to stay healthy, as well
as to recover quickly from illness, people want
vitality, longevity, and peace of mind.
example
The flu season is just around the corner. But
if you wait until you're sick to start thinking
about your health, it may be too late to do
much about it. Why not be on the safe side and
send for the free booklet, "Seven Tips To Keep
You Healthy During the Winter" (available from
your county Extension agent).
attractiveness/
love
The desire to be physically attractive and sexually
appealing stems from our need to love and be
loved in return.
example
Some of the best beauty secrets in the world
are hiding in your refrigerator. To find out what
they are, attend the kitchen cosmetic clinic
this Saturday afternoon at Jefferson High School.
You'll learn that when you ignore the high
pitched cosmetics ads and make your own
beauty aids, you're bound to save money.
.
fear
The fear of losing (or never having) the things
we want the most deeply has always been a
strong motivating factor. Similarly, the fear of
the unknown, or of pain, poverty, or calamity
arouses the need to protect our self from danger.
example
Will your child be poisoned this year? Make sure
you keep harmful household cleaning supplies,
as well as prescription and non-prescription drugs,
out of the reach of curious little hands.
admiration
People have a strong desire for approval, which
is why we often conform to what others are
doing. We usually tend to emulate the people
we most admire.
example
Join us again next week when our guest will be
Dr. Ellen Burnett, director of rescue operations
at Yosemite National Park and winner of the
Glendicott Medal for distinguished achieve
ment in the field of forestry.
physical comfort
We surround ourselves with whatever it takes to
relieve discomfort. Most of us want to feel
soothed, relaxed, and rested.
example
Just because you slept last night doesn't mean
that you'll wake up refreshed. Unless you have
a good mattress, you could climb out of bed
aching all over. So here are some tips to help
you choose the right kind of mattress.
sensory appeal
We need the variety of stimuli we're capable
of receiving through our five senses.
example
"Holiday Food from Far-Away Places" is the
theme of this year's annual lay leader Christmas
party. Here's a delicious opportunity to sample
pastries and confections from seven different
countries.
mental stimulation
Learning is an exciting experience, We need the
feeling of challenge and fulfillment that comes
with using our minds creatively.
example
If you're interested in finding out more about
tourism in our state, write to the Bureau of
Publications for booklet #240, "Possibilities
in the Recreation Industry."
fun/pleasure
People want to be happy, and this need often
leads to leisure activities that delight and entertain.
example
Vacation time is here again. If you're taking
the kids along, you'll need to do some extra
planning. "How To Have Fun Traveling With
Children," available from your county Extension
office, is full of great advice on how to make
your trip more enjoyable.
curiosity
Many people feel a strong need to explore,
investigate, and understand new ideas and
experiences.
example
Miss Helga Schmidt, exchange student from
Frankfurt, Germany, will show slides and films
depicting life in her native country when she
speaks Saturday night on the subject "Growing
Up in Post-War Germany."
home/family
We want to establish loving and secure relationships
with one another. This need is most of
reflected in our need for strong family ties a
a peaceful home life.
example
Every parent knows that raising children isn't
as simple as we would like it to be. Our guest
today believes that we can make it a lot easier
on ourselves and our children by keeping our
lines of communication open.
praise/self-gratification
Everyone wants to feel worthwhile and appreciated,
and most of us need to be told, now
then, that we really are important.
example
Last year, eight Dodd County young people
received superior ratings in the statewide soil
conservation essay contest. With that kind of
talent around, we're confident our county will
be impressively represented in this year's
competition.
convenience
For many people, the easier and simpler it is to
get something, the stronger the motivation.
example
If you want to fix up the family room, but
keep putting it off because it seems like too much
trouble, here's good news: your county Exten
sion office will be happy to send you simple-to
read and easy-to-follow instructions on how to
install wood panelling the quick and effortless
way.
patriotism/altruism
Most of us have a strong need to be needed,
which leads us to try to help or be of service
to others. We often have feelings of loyalty and
cooperation because we belong to a group,
nationality, culture, or country.
example
Want to bring a little happiness into the world?
Sign up now for the "Friendship Exchange"
program at Birch Manor Retirement Home.
Just an hour of your companionship each week
will make a big difference in the life of a
lonely senior citizen.
These examples show how you can appeal to people's needs and desires by
emphasizing specific program benefits. Before promoting a particular program,
first analyze it carefully. Ask yourself why people might want to be involved. . what
are they going to get out of it? Your program's benefits will give people the
incentive to get involved. So as you analyze your program, look for ways you can
tell people exactly what they should know about it. You'll find you can use a variety
of appeals to promote a single program since it often has multiple benefits.
As you read the next few pages, indicate the specific appeals being used in each
of the four Extension-related examples. Then turn the page for the correct
answers.
example
You'd be letting your money go up in smoke if you had a barn fire. It's already happened to 60 farmers
this year in our state alone, and it could happen to you if you're not careful. That's why we'd like to
suggest that you protect your profits by taking the following fire precautions.
appeals used:
1.
2.
possible appeals
Profit motive
Health
Attractiveness / Love
Fear
Admiration
Physical Comfort
Convenience
Sensory Appeal
Mental Stimulation
Fun / Pleasure
Curiosity
Home / Family
Praise / Self-gratification
Patriotism / Altruism
answers
1. Prof it Motive- You'd be letting your money go up in smoke ... protect your profits ...
2. Fear-it's already happened to 60 farmers ... and it could happen to you.
example
Don't let autumn pass you by! Get out and enjoy it while it lasts. Sign up today for the Elm County
Homemakers' "Discover Autumn" tour to be held Saturday, October 12. You'll spend a leisurely fun-filled
day enjoying spectacularly colorful scenery. Under the guidance of this year's tour director Dr. Bryce Miller,
distinguished state historian, you'll have the opportunity to visit museums and historical landmarks to gain a
deeper understanding of our state's heritage and history. Best of all-we've done all the planning (there will
even be a delicious box lunch served en route). Since we'll be doing the driving, you can just sit back,
relax, and have a good time. So hurry and mail the enclosed registration form, along with your check for
$4.50 to cover expenses.
appeals used:
1.
2.
3.
4.
5.
6.
7.
8.
possible appeals
Profit motive
Health
Attractiveness / Love
Fear
Admiration
Physical Comfort
Convenience
Sensory Appeal
Mental Stimulation
Fun / Pleasure
Curiosity
Home / Family
Praise / Self-gratification
Patriotism / Altruism
answers
1. Fear-Don't let Autumn pass you by!
2. Fun/Pleasure-enjoy it while it lasts. . . fun-filled day . . . have a good time.
3. Curiosity- "Discover Autumn- tour.
4. Sensory Appeal -spectacularly colorful scenery . . . delicious box lunch.
5. Admiration-distinguished state historian.
6. Mental Stimulation-visit museums and historical landmarks . . . gain a deeper
understanding.
7 Convenience-we've done all the planning . . . we'll be doing all the driving.
8. Physical Comfort-we'll be doing all the driving . . . you can sit back, relax.
example
Ever think ahead to what life will be like for your great grandchildren? You may wonder whether
the family farm will still be in the family. One thing is certain, though-when it comes to using the
land, future generations will depend on the decisions we're making now. If you're interested in
finding out what you can do now to enrich the lives of your children's children, come to the
land-use planning program to be held this Thursday evening at 7:30 the courthouse.
appeals used:
1.
2.
3.
4.
possible appeals
Profit motive
Health
Attractiveness / Love
Fear
Admiration
Physical Comfort
Convenience
Sensory Appeal
Mental Stimulation
Fun / Pleasure
Curiosity
Home / Family
Praise / Self-gratification
Patriotism / Altruism
answers
1. Curiosity-Ever think ahead to what life will be like . . .
2. Home/ Family-What life will be like for your great grandchildren. . . whether the family farm will still
be in the family. . . future generations. . . enrich the lives of your children's children.
3. Patriotism/Altruism-depend on the decisions we're making. . . what you can do to enrich the lives . . .
4. Mental Stimulation-If you're interested in finding out....
example
Dr. Elliot Thornton, physician and well-known author of the popular So What's The Big Deal?-A
Teen-Ager's Guide to Health, will be the keynote speaker at the annual Tri-County 4-H Conference to be
held Saturday, April 18, in Marinette. This year's conference theme, "I'm Okay," will stress the
importance of feeling good about yourself, emotionally and physically. Special workshop sessions are
intended to provide stimulating information and discussion on such topics as:
"Sex Is Not A Dirty Word"
"Facts and Fables About Marijuana"
-12 Incredible Beauty Secrets That Really Work"
The conference will end with a bratwurst supper, to be followed by a dance with live music by Ichabod
and the Cranes. Proceeds from the event will be donated to the Crippled Children's Association.
appeals used:
1.
2.
3.
4.
5.
6.
7.
8.
possible appeals
Profit motive
Health
Attractiveness / Love
Fear
Admiration
Physical Comfort
Convenience
Sensory Appeal
Mental Stimulation
Fun / Pleasure
Curiosity
Home / Family
Praise / Self-gratification
Patriotism / Altruism
answers
1. Admiration-well-known author . . . popular.
2. Health-"Teen-Ager's Guide to Health"-Sex Is Not a Dirty Word-Facts and Fables About
Marijuana.
3. Praise/Self-Gratification-"I'm Okay". . . the importance of feeling good about yourself.
4. Mental Stimulation-special workshop sessions. . . intended to provide stimulating
information and discussion . . .
5. Attractiveness/ Love-Sex Is Not a Dirty Word . . . 12 Beauty Secrets That Really Work . . .
6. Sensory Appeal -bratwurst supper . . . live music.
7. Fun/Pleasure-dance . . . live music.
8. Patriotism/Altruism-proceeds will be donated . . .
These examples have given you an idea of how you can make program benefits known by using
basic appeals. To do this, you must be willing to spend some time analyzing your programs to
determine what people can expect to gain from getting involved. Once you're certain that a
program's benefits far outweigh its costs, you can go ahead and be specific about the needs your
program going to fulfill. You can do this more effectively if you take another tip from the advertisers
and follow the AIDA formula:
A ttention
I nterest
D esire
A ction
Practically every successful ad is carefully designed to capture your attention arouse interest,
appeal to a desire, and then suggest a particular action.
The next time you find yourself reading a magazine ad or paying attention to a television
commercial, look for these four elements and you'll probably find all of them!
Here's how it works: If you have something to say to people, you have to get their attention before
you can go any further. Then, to keep that attention, you've got to sustain interest-and the best way to
do that is to appeal to a desire. The last and most important step is to tell people how your product
(program or service) can satisfy the need that has been aroused.
To see the AIDA formula in action, let's once again look at the "ad" used at the beginning of this
booklet:
The program looked good, but…
INTEREST
ATTENTION &
Can you keep this from happening?
You bet!
DESIRE
Find out how to tell people about program benefits
by appealing to their basic needs. Read this booklet.
Then, put appeals to work for you.
ACTION
Although the AIDA formula is probably used most extensively to write advertising copy, it is a helpful
guide when you're working on newsletters, radio announcements, newspaper columns, or posters. As you
read the following examples, look for the appeals used. Note how the AIDA formula ties the whole thing
together.
radio spot
Do you forbid your children to play with matches, and then give them toys that are just as dangerous?
Hopefully your child won't be among the hundred! of children who are injured and sometimes killed
because of unsafe toys. Sino you want your children to have the very best of everything, make sure
that includes play experiences that are happy and safe as well as entertaining. Prevent tragedy in the
playroom by shopping carefully for toys that are well constructed and appropriate for your child's age
and skill level.
And keep in mind the ages of smaller children when shopping for an older child. For instance, the tiny,
sharp pieces of plastic mosaic intended for your 12-year-old could easily become lodged in the
windpipe of her curious baby brother. For more information about what to look for and what to avoid
ME shopping for children's playthings, send for the pamphlet Buying Toys, available free of charge
from your county Extension agent.
Now let's look at that radio spot again, in closer detail.
ATTENTION
Do you forbid your children to play with matches, and then give
them toys that are just as dangerous?
INTEREST sustained
through following
appeals: fear of
danger to child
Hopefully your child won't be among the hundreds of children that
are injured and sometimes killed because of unsafe toys.
Home / Family
Since you want your children to have the very best of everything,
Health
make sure that includes play experiences that are happy and safe
Fun / Pleasure
as well as entertaining.
DESIRE
Prevent tragedy in the playroom
ACTION
by shopping carefully for toys that are well constructed and
appropriate for your child's age and skill level. And keep in mind
the ages of smaller children when shopping for an older child.
For instance, the tiny, sharp pieces of a plastic mosaic intended
for your 12-year-old could easily become lodged in the windpipe of
her curious baby brother. For more information about what to
look for and what to avoid when shopping for children's playthings,
send for the pamphlet Buying Toys, available free of charge from
your county Extension office.
news release
Don't take chances with silage gas-because it's a real killer! Here's how it works: Shortly after ensiling
green plant materials, fermentation begins to take place. During this time, oxygen is used up and
nitrous oxide escapes from the silage, combines with oxygen in the air, and forms the poisonous
yellow-brown gas known as nitrogen dioxide, which can kill or seriously injure people as well as
livestock. Protect yourself against this deadly gas by taking the following precautions:
-Stay out of, and away from, the silo during the first 12-60 hours after filling.
-Never enter the silo alone during the danger period (the first 10 days after filling), and if you
must enter with a companion, be sure to run the silage blower for 20 minutes before stepping
inside.
-Be on the lookout for bleach-like odors and/or yellowish-brown fumes in or around the silo.
-Ventilate the silo room for two weeks after filling.
-Close the door between the silo room and the barn to prevent nitrogen dioxide from
killing livestock.
-If you experience throat irritation or coughing, leave the silo area and get into fresh air
immediately.
-See your doctor at once if you have been exposed to silage gas.
For more information on this and other subjects relating to farm safety, contact Brendale County
Extension Agent Wilbur Hutchins.
Now let's look for the formula
ATTENTION
Don't take chances with silage gas-because it's a real killer!
INTEREST sustained
by providing
information
Here's how it works: Shortly after ensiling green plant materials,
fermentation begins to take place. During this time, oxygen is used
up and nitrous oxide escapes from the silage, combines with the
oxygen in the air, and forms the poisonous, yellow-brown gas known
as nitrogen dioxide.
Fear arouses
which can kill or seriously injure people as well as livestock.
DESIRE
Protect yourself against this deadly gas by taking the following
precautions.
ACTION
-Stay out of, and away from, the silo during the first
12-60 hours after filling.
-Never enter the silo alone during the danger period (the
first 10 days after filling), and if you must enter with q
companion, be sure to run the silage blower for 20 mihutes
before stepping inside.
-Be on the lookout for bleach-like odors and/or yellow
brown fumes in or around the silo.
-Ventilate the silo room for two weeks before filling.
-Close the door between the silo room and the barn to
prevent nitrogen dioxide from killing livestock.
-if you experience throat irritation or coughing, leave the
silo area and get into fresh air immediately.
-See your doctor at once if you've been exposed to
silage gas.
For more information on this and other subjects relating to farm
safety, contact Brendale County Extension Agent Wilbur Hutchins.
poster
ATTENTION
ACTION
DESIRE
INTEREST
Strong appeals to fun were used throughout the poster. As you noticed, the action was suggested
immediately as a part of the "attention section." So it's not necessary to follow the AIDA formula in the
same order every time. The important thing to remember is to incorporate those four elements, in some
way, in your communications.
summary
When you and your advisory group have taken time to design a good program, you
owe it to the community to let people know about what they stand to gain from
getting involved. There's nothing manipulative about using advertising techniques to
make program benefits known because when deciding whether to invest time in a
program, people need to know what's in it for them. When people realize that they
really need what you're offering, they'll want to find out how to get it. So, the key to
making program benefits known is to determine which of the following needs will
best be fulfilled by your program.
Appeals List: Profit Motive
Health
Attractiveness/ Love
Fear
Admiration
Physical Comfort
Convenience
Sensory Appeal
Mental Stimulation
Fun/Pleasure
Curiosity
Home/Family
Praise/Self -Gratification
Patriotism /Altruism
Now go ahead and tell people how your program can be expected to fulfill
their needs by following the AIDA formula:
A - get people's attention
I - keep their interest
D - appeal to a desire
A - suggest a course of action
These techniques can help you increase the number of people who choose to get
involved in your programs. The important thing is that people make decisions
based on how well they believe your program will satisfy their needs. The choice
to participate is theirs, but you can-and should-be ready to give them all the
information necessary for making that decision.
bibliography
Baker, Stephen. Visual Persuasion. New York: McGraw-Hill Book Co., Inc., 1961.
Baker, Stephen. Advertising Layout and Art Direction. New York: McGraw-Hill Book Co., Inc.,
1959.
Bischof, Ledford J. Adult Psychology. New York: Harper and Row, 1969.
Burton, Philip Ward, and G. Bowman Kreer. Advertising Copywrking. Englewood Cliffs, NJ:
PrenticeHall, Inc., 1962.
Burton, Philip Ward, and Robert J. Miller. Advertising Fundamentals. Scranton, PA:
International Textbook Co., 1970.
Combs, Arthur W., Donald L. Avilz, and William W. Purkey. Helping Relationships-Basic
Concepts for the Helping Professions. Boston: Allyn and Bacon, Inc., 1971.
Gibson, Terry, and Trisha Day. Strategies for Involvement Madison: University of WisconsinExtension, Division of Program and Staff Development, 1976.
Houle, Cyril 0. The Design of Education. San Francisco: Josey-Bass, 1972.
Kimmel, Douglas C. Adulthood and Aging. New York: John Wiley and Sons, Inc., 1974.
Mager, Robert F. Developing A ffitude Toward Learning. Palo Alto, CA: Fearon Publishers,
1968.
Martineau, Pierre. Motivation in Advertising. New York: McGraw-Hill Book Co., Inc., 1957.
Maslow, Abraham H. Motivation and Personality. 2nd ed. New York: Harper and Row
Publishers, 1954.
Miller, Harry L. Participation of Adults in Education: A Force Field Analysis. Brookline, MA:
Center for the Study of Leberal Education for Adults, 1967.
Milton, Shirley. Mat You Should Know About Advertising Copywriting, Dobbs Ferry, NY:
Oceana Publications, 1969.
Minnick, Wayne C. The Art of Persuasion. Boston: Houghton Mifflin Co., 1957.
Poffenberger, Albert T. Psymology in Advertising. New York: A. W. Shaw Co., 1925.
Rebaza, Jorge C. Suggesting Through Advertising. New York: Vantage Press, 1967.
Starch, Daniel. Principles of Advertising. New York: A. W. Shaw Co., 1926.
Terkel, Studs. Working. New York: Avon Books, 1972.
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This booklet is part of a professional development module on motivation that includes two
audio-visual Presentations, a discussion guide, and a booklet called Strategies for Involvement.
This module and the other professional development materials were produced by the Division of
Program and Staff Development, University of Wisconsin tension, under a special needs grant
from the Extension Service, United States Department of Agriculture.
University of Wisconsin-Extension, Gale L. VandeBerg, director, in cooperation with the United
States Department of Agriculture and Wisconsin counties, publishes this information to further the
purpose of the May 8 and June 30, 1914 Acts of Congress; and provides equal opportunities in
employment and programming.
Terry Gibson is an assistant professor in the Department of Communication and chairperson
of the Program Design Task Force of the Division of Program and Staff Development,
University of Wisconsin-Extension.
Trisha Day, who formerly worked in the area of consumer health education programming radio,
television, and audio-taped instructional materials, is now an instructional design specialist in the
Division of Program and Staff Development, University of Wisconsin-Extension.
Nancy Gadzuk, formerly an instructional design specialist in the Divison of Program and Staff
Development, assisted in preliminary development of these materials.