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Transcript of Advertisement Appeals

Advertising AppealsVijay Kumar Reddy PV Asst Professor KL University


Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.

Emotional Appeal

An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings. Emotional appeal includes personal and social aspects. Personal Appeal Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc. Social Appeal Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval.

Emotional Appeal

Rational Appeal

Rational appeals aims to focus on the individuals functional, utilitarian or practical needs for particular products and services. Such appeals emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. Print media is particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement.

Ba n d w a g on Ap p e a lThis t ype of advert ising appeal is m eant t o signify t hat since everybody is doing som et hing you should be a part of t he crowd as well. It appeals t owards t he popularit y aspect or coolness aspect of a person using a part icular product or service


Band Wagon

Fear Appeal

Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Advertising experts indicate that using moderate levels of fear in advertising can prove to be effective.

H um or Ap p e a lHum or

is an elem ent t hat is used in around 30% of t he advert isem ent s. Hum or can be an excellent t ool t o cat ch t he viewers at t ent ion and help in achieving inst ant recall which can work well for t he sale of t he product . Hum or can be used effect ively when it is relat ed t o som e benefit t hat t he cust om er can derive wit hout which t he joke m ight overpower t he m essage.

Fear Appeal Appeal


Music Appeal

Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement. It can also help capture attention and increase customer recall.

Sca r cit y Ap p e a l

Scarcit y

appeals are based on lim it ed supplies or lim it ed t im e period for purchase of product s and are oft en used while em ploying prom ot ional t ools including sweepst akes, cont est s et c.

M a scu lin e Fe m in in e Ap p e a lUsed

in cosm et ic or beaut y product s and also clot hing. This t ype of appeal aim s at creat ing t he im pression of t he perfect person. The m essage is t hat t he product will infuse t he perfect ion or t he st at ed qualit ies in you.

Br a n d Ap p e a lThis

appeal is direct ed t owards people who are brand conscious and wish t o choose part icular product s t o m ake a brand st at em ent .

Scarcity Appeal Appeal


Snob Appeal

This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them. Ex: Onida

Ad ve nt u r e Ap p e a lThis

appeal is direct ed t owards giving t he im pression t hat purchasing a product will change t he individuals life radically and fill it wit h fun, advent ure and act ion. Ex: Tat a Safari

Le ss t h a n Ap p e a lAdvert isem ent s

oft en t ry t o influence people t o m ake cert ain purchases by point ing out t heir inadequacies or m aking t hem feel less perfect and m ore dissat isfied wit h t heir present condit ion. These t ypes of advert ising appeals are used in cosm et ic and healt h indust ries. Ex: Pepsodent Ad

Youth Appeal

Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in particular make use of these appeals. Ex: Yahoo

Play on WordsAdvert isem ent s


also m ake effect ive use of cat ch phrases t o convey t he m essage. Such appeals help in brand recognit ion and recall and can be quit e popular wit h t he yout h in part icular. Ex: Radio Mirchis It s Hot


also use statistics and figures to display aspects of the product and its popularity in particular.

Plain AppealThese

advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service. Ex: Toiletries & Kitchen Wear