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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 |
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