We want our students to want to learn. How can we create environments where this is the case? The answer is difficult: we have to make sure what we're teaching is engaging and meaningful. Advertisers understand this. They craft their commercial messages so that they appeal to potential customers by promising to supply information or answers that clients need. Advertisers send a message such as, "Purchase our goods and you'll have solutions to problems that bother you." They use informational motives to drive their customers to purchase goods.

Advertisers also use transformational motives to encourage consumers to buy goods. Such advertising promises clients that, upon purchasing a given product, the consumer will change for the better (i.e., become more attractive, competent, or able to complete a desired action).

Should our content advertisements cater to informational or transformational needs? The chart below will help us refine the messages we want to send to our potential consumers. As with any successful business, we have to be able to follow through with our promises, or at least, convince our customers (students) that we have. For example, we could be crafting an advertisement that promises learners that learning Science will transform them from being bored individuals to excited participants. To insure customer satisfaction, we'd better be prepared to follow through!

Informational Motives: advertised content promises to help students	Emotional Sequence: if successful, content will help students move from
remove a problem	annoyance to relief
avoid a problem	fear to relaxation
deal with incomplete satisfaction	disappointment to optimism
deal with normal depletion	mild annoyance to convenience
Transformational motives: advertised content promises to help students	Emotional sequence: if successful, content will help students move from
gratify senses	boredom to engagement
gain mastery	being naive to being competent
conform or gain social approval	going from ashamed to proud

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