The non-directive approach in advertising appeals

Abstract

Parallels are drawn between directive therapy and the direct appeal in advertising, on one hand, and non-directive therapy and the inferred appeal in advertising on the other. "The inferred technique usually utilizes association of the product with very acceptable things, persons, or events." The superiority of the inferred technique is said to be evidenced by the increase in sales of beer companies using it. Possible reasons for continued use of direct appeals are cited. (PsycInfo Database Record (c) 2025 APA, all rights reserved)