APPENDIX 4 – Pollay list of values
Pollay list of values
Pollay Appeals | Description |
Adventure | Boldness, daring, bravery, courage, seeking adventure, thrills, or excitement |
Affiliation | To be accepted, liked by peers, colleagues and community at large, to associate or gather with, to be social, to join, unite or otherwise bond in friendship, fellowship, companionship, co-operation, reciprocity, to conform to social customs, have manners, social graces and decorum, tact and finesse |
Casual | Unkempt, dishevelled, messy, disordered, untidy, rugged, rumpled, sloppy, casual, irregular, noncompulsive, imperfect |
Cheap | Economical, inexpensive, bargain, cut-rate, penny pinching, discounted, at cost, undervalued, a good value |
Community | Relating to community, state, national publics, public spiritedness, group unity, national identity, society, patriotism, civic and community organisations or other social organisations |
Convenient | Handy, time-saving, quick, easy, suitable, accessible, versatile |
Dear | Expensive, rich, valuable, highly regarded, costly, extravagant, exorbitant, luxurious, priceless |
Distinctive | Rare, unique, unusual, scarce, infrequent, exclusive, tasteful, elegant, subtle, esoteric, hand-crafted |
Durable | Long-lasting, permanent, stable, enduring, strong, powerful, hearty, tough |
Effective | Feasible, workable, useful, pragmatic, appropriate, functional, consistent, efficient, helpful, comfortable (clothes), tasty (food), strength, longevity of effect |
Enjoyment | To have fun, laugh, be happy, celebrate, to enjoy games, parties, feasts and festivities, to participate |
Family | Nurturance within the family, having a home, being at home, family privacy, companionship of siblings, kinship, getting married |
Frail | Delicate, frail, dainty, sensitive, tender, susceptible, vulnerable, soft, genteel |
Freedom | Spontaneous, carefree, abandoned, indulgent, at liberty, uninhibited, passionate |
Healthy | Fitness, vim, vigour, vitality, strength, heartiness, to be active, athletic, robust, peppy, free from disease, illness, infection, or addiction |
Humility | Unaffected, unassuming, unobtrusive, patient, fate-accepting, resigned, meek, plain-folk, down-to earth |
Independence | Self-sufficiency, self-reliance, autonomy, unattached, to-do-it yourself, to do your own thing, original, unconventional, singular, nonconformist |
Magic | Miracles, magic, mysticism, mystery, witchcraft, wizardry, superstitions, occult sciences, mythic characters, to mesmerise, astonish, bewitch, fill with wonder |
Maturity | Being adult, grown-up, middle aged, senior, elderly, having associated insight, wisdom, mellowness, adjustment, references to ageing, death, retirement, or age related disabilities or compensations. |
Modern | Contemporary, modern, new, improved, progressive, advanced introducing, announcing… |
Modesty | Being modest, naïve, demure, innocent, inhibited, bashful, reserved, timid, coy, virtuous, pure, shy, Virginal |
Morality | Humane, just, fair, honest, ethical, reputable, principled, religious, devoted, spiritual |
Natural | References to the elements, animals, vegetables, minerals, farming, unadulterated, purity (of product), organic, grown, nutritious |
Neat | Orderly, neat, precise, tidy, clean, spotless, unsoiled, sweet-smelling, bright, free from dirt, refuse, pests, vermin, stains and smells, sanitary |
Nurturance | To give gifts, especially sympathy, help love, charity, support, comfort, protection, nursing, consolation, or otherwise care for the weak, disabled, inexperienced, tried, young, elderly, etc. |
Ornamental | Beautiful, decorative, ornate, adorned, embellished, detailed, designed, styled |
Plain | Unaffected, natural, prosaic, homespun, simple, artless, unpretentious |
Popular | Commonplace, customary, welknown, conventional, regular, usual, ordinary, normal standard, typical, universal, general, everyday |
Productivity | References to achievement, accomplishment, ambition, success, careers, self-development, being skilled, accomplished, proficient, pulling your weight, contributing, doing your share |
Relaxation | Rest, retire, retreat, loaf, contentment, be at ease, be laid-back, vacations, holiday, to observe |
Safety | Security (from external threat), carefulness, caution, stability, absence of hazards, potential injury or other risks, guarantees, warranties, manufacturers' reassurances |
Security | Confident, secure, possessing dignity, self-worth, self-esteem, self-respect, peace of mind |
Sexuality | Erotic relations, holding hands, kissing, embracing between lovers, dating, romance, intense sensuality, feeling sexual, erotic behaviour, lust, earthiness, indecency, attractiveness of clearly sexual nature |
Status | Envy, social status or competitiveness, conceit, boasting, prestige, power, dominance, exhibitionism, pride in ownership, wealth (including the sudden wealth of prizes), trend setting, to seek compliments |
Succorance | To receive expressions of love (all expressions except sexuality), gratitude, pats on the back, to feel deserving |
Tamed | Docile, civilised, restrained, obedient, compliant, faithful, reliable, responsible, domesticated, sacrificing, self-denying |
Technological | Engineered, fabricated, formulated, manufactured, constructed, processed, resulting from science, invention, discovery, research, containing secret ingredients |
Traditional | Classic, historical, antique, legendary, time-honoured, longstanding, venerable, nostalgic |
Untamed | Primitive, untamed, fierce, course, rowdy, ribald, obscene, voracious, gluttonous, frenzied, uncontrolled, unreliable, corrupt, obscene, deceitful, savage |
Vain | Having a socially desirable appearance, being beautiful, pretty, handsome, being fashionable, well groomed, tailored, graceful, glamorous |
Wisdom | Knowledge, education, awareness, intelligence, curiosity, satisfaction, comprehension, sagacity, expertise, judgement, experience |
Youth | Being young or rejuvenated, children, kids, immature, underdeveloped, junior, adolescent generation is shown through |
|