Images that appeal to desires

"People are seeking happiness, safety, beauty, and content. Then show them the way. Picture happy people, not the unfortunate. Tell of what comes from right methods. Not what results from wrong. For instance, no tooth-paste manufacturer ever made an impression by picturing dingy teeth. Or by talking decay and pyorrhea. The successes have been made by featuring the attractive sides."
- Hopkins (1923)

"…in clothing advertising pictures have proved most convincing. Not only in picturing the collar or the clothes, but in picturing men whom others envy, in surroundings which others covert. The pictures subtly suggest that these articles of apparel will aid men to those desired positions…
Picturing men in high positions or taking upward steps forms a very convincing argument. …
Picturing beautiful women admired and attractive, is a supreme inducement.
- Hopkins (1923)

"It is a very shrewd thing to watch for the development of a popular trend, the creation of new desires. Then at the right time to offer to satisfy those desires. That was done on yeasts, for instance, and on numerous antiseptics. It can every year be done on new things which some popular fashion or widespread influence is bringing into vogue."
- Hopkins (1923)

"The communication policy is the concept used which will produce the most efective and strong image of satisfaction in the doctors mind. ...

Satisfaction can be induced through direct or indirect concepts.

Direct concepts are simple and easy to understand: they are simple statements that show the satisfaction felt by a third party as a result of the usage of the product; for example, 'You [doctor] will improve your patients' life-style by using product X.' Direct concepts can also show the satisfaction felt by a user as a result of the effect of using the product; for example, 'Your patients will think highly of you if they achieve a better life-style by taking product X.' Or they can demonstrate the satisfaction achieved by using the product; for example, Aspirin relieves headaches.

Indirect concepts are more difficult to understand because the interpretation is left to the viewer. They can show:

• Induced satisfaction due to the result of the action of the product - showing benefit and making the viewer relate to the product's action.
  Example: PVD patients walking further.
• Induced satisfaction through a description of the action of the product - showing feature and letting viewer relate to benefit.
  Example: Product X expands peripheral blood vessels.
• Induced satisfaction due to the technical aspects of the product.
  Example: Product Y is a third-generation cephalosporin.
• Induced satisfaction through relating the product to an attribute through imagery.
  Example: Lions = strength = Naprosyn.
• Induced satisfaction by relating product to company or prestige image.
  Example: Valium from Roche."

- Lidstone (1987)

Hopkins CC. My life in advertising (1927) & Scientific advertising (1923). Chicago. NTC Business Books 1996
Lidstone J with Collier T. Marketing planning for the pharmaceutical industry. Aldershot UK. Gower 1987