Desire for an easy life (convenience) - advertisers of washing machines, dishwashers and other household appliances often show pictures of life made simpler and easier by the use of labor-saving machines. 'Use the new Wonder Cleaner from XYZ Ltd and sit down all morning'. This method of appeal may also be true for advertisers of convenience and ready-made meals who show how much time is saved by using a ready-made pizza or pie.