In persuasive communication, particularly in advertising, a rhetorical strategy which plays on the audience's desire to gain the approval of others. It is an emotional appeal to a common personal value which is particularly important in collectivistic cultures, to more conservative consumers, and to teenagers seeking peer group acceptance. It plays on the desire for recognition, status, respect, affiliation, and belonging, and the desire to avoid embarrassment or rejection. It is widely used in advertisements for products such as deodorants. Its use in advertisements for alcohol or cigarettes is prohibited in advertising codes of ethics in many countries. See also advertising appeals.
Subjects: Media Studies.