Social advertisers--those responsible for public and nonprofit advertising and marketing--must employ many of the major psychological motivations used by commercial advertisers to stimulate desire and action on the part of target audiences. For example, commercial advertisers create psychological stimuli to facilitate motivation of the fulfillment of ego-based desires, linking those desires with specific products. Four motivators have been identified as being the most powerful (i.e., having the greatest ability to motivate desire)--humor, guilt, fear, and curiosity. Other motivators include attractiveness, convenience, health, pleasure, power, and sex appeal. In addition, advertisers must devise an effective means of message execution, including: (1) targeting and understanding the audience; (2) keeping the marketing objectives in mind; and (3) choosing the stated or implied direction (positive or negative) of a psychological motivator. In social advertising, psychological desires must be linked with specific outcomes, rather than products. These outcomes are often abstract and not as clearly ego-based. Also, because social marketing does not involve the very basic and obvious exchange process found in commercial marketing, consumers must do more thinking. Therefore social advertisers must use these commercial advertising techniques to educate audiences to evaluate, understand, and respond to appeals based on more abstract concepts. (Two figures are included, and 16 references are appended.) (MM)