Psychodynamic Motivation and Marketing » Advertising Appeals: Morality

Introduction to Moral Appeals in Advertising

Imagine watching an advert that makes you feel guilty about not helping starving children, or one that makes you feel proud to support environmental causes. These are examples of moral appeals - a powerful psychological tool that advertisers use to influence our behaviour by connecting their products to our sense of right and wrong.

Moral appeals tap into our deepest values and beliefs about what's good and bad in the world. They work by making us feel emotions like guilt, pride, responsibility, or empathy, which then motivate us to take action - usually by buying a product or supporting a cause.

Key Definitions:

• Moral Appeal: An advertising technique that uses ethical or moral messages to persuade consumers by appealing to their sense of right and wrong.
• Guilt Appeal: A type of moral appeal that makes consumers feel guilty about not taking action or making a purchase.
• Social Responsibility: The idea that individuals and companies have a duty to act in ways that benefit society as a whole.
• Ethical Consumption: Making purchasing decisions based on the social and environmental impact of products.

The Psychology Behind Moral Appeals

From a psychodynamic perspective, moral appeals work by tapping into our unconscious mind and the psychological structures that Freud identified. Our superego - the part of our personality that represents our moral conscience - responds strongly to these appeals.

When we see a moral appeal, several psychological processes happen:

• Cognitive Dissonance: We feel uncomfortable when our actions don't match our values
• Guilt and Shame: We experience negative emotions when we think we're not living up to moral standards
• Social Proof: We want to do what others consider morally right
• Self-Image Protection: We want to see ourselves as good people

Types of Moral Appeals in Advertising

Advertisers use various types of moral appeals depending on their target audience and objectives. Understanding these different approaches helps us recognise when we're being influenced by moral messaging.

🌍 Environmental Appeals

These focus on protecting the planet and reducing environmental damage. Examples include adverts for electric cars, renewable energy, or products with minimal packaging.

🤝 Social Justice Appeals

These highlight issues of fairness, equality and human rights. Think of adverts promoting diversity, supporting disadvantaged communities, or fighting discrimination.

💚 Health and Safety Appeals

These emphasise protecting yourself and others from harm. Examples include anti-smoking campaigns, seatbelt adverts, or promoting healthy eating.

How Moral Appeals Influence Consumer Behaviour

Moral appeals are particularly effective because they bypass our rational thinking and appeal directly to our emotions and values. When we see a moral appeal, our brain processes it differently than a typical product advertisement.

The process typically follows these steps:

1. Emotional Activation: The appeal triggers an emotional response (guilt, pride, empathy)
2. Moral Evaluation: We quickly assess whether the message aligns with our values
3. Self-Reflection: We consider our own behaviour and whether we're living up to our moral standards
4. Action Motivation: We feel motivated to take action to resolve any moral conflict
5. Behavioural Response: We make a purchase or change our behaviour

Real-World Examples of Moral Appeals

Let's examine some successful campaigns that have used moral appeals effectively:

🍺 Coca-Cola's Environmental Campaigns

Coca-Cola has used moral appeals to address criticism about plastic waste. Their campaigns focus on recycling, using recycled materials and reducing their environmental footprint. These appeals help consumers feel better about purchasing their products despite environmental concerns.

🛒 TOMS Shoes: One for One

TOMS built their business model around a moral appeal - for every pair of shoes purchased, they donate a pair to a child in need. This "One for One" model makes customers feel like they're making a positive difference with every purchase.

💔 Dove's Real Beauty Campaign

Dove's campaign challenged traditional beauty standards and promoted self-acceptance. By taking a moral stance against unrealistic beauty ideals, they appealed to consumers' sense of fairness and authenticity.

Analysing Moral Appeals: What to Look For

When you encounter advertising, you can identify moral appeals by looking for certain characteristics:

The Effectiveness and Ethics of Moral Appeals

Moral appeals can be highly effective, but they also raise important ethical questions. While they can promote positive social change and encourage responsible behaviour, they can also manipulate emotions and exploit people's desire to be good.

Evaluating Moral Appeals

As consumers, we need to develop skills to evaluate moral appeals critically:

• Check the Facts: Does the company actually follow through on their moral claims?
• Consider the Motive: Are they genuinely committed to the cause or just using it for marketing?
• Look at the Bigger Picture: What is the company's overall track record on moral issues?
• Think About Alternatives: Are there other ways to support the cause without buying the product?

The Future of Moral Appeals in Marketing

As consumers become more socially conscious, moral appeals are likely to become even more important in marketing. Young people especially expect brands to take stands on social and environmental issues.

However, consumers are also becoming more sophisticated at detecting insincere moral appeals. This means companies will need to demonstrate genuine commitment to their stated values, not just talk about them in their advertising.