Advertising appeals

1.1. Glittering GeneralitiesGlittering Generalities: : usually usually one word is singled out, one word is singled out, and it sounds and it sounds appealing, but is appealing, but is difficult to definedifficult to define

1.1. Ex: dignity, freedom, Ex: dignity, freedom, fame, integrity, justice, fame, integrity, justice, tasty, sensationaltasty, sensational

Advertisement Appeals

2. 2. Transfer: Transfer: transferring ideas and transferring ideas and emotions from one thing to another (simile emotions from one thing to another (simile or metaphor)or metaphor)

Ex: “Tommy Hilfiger designs clothes for Ex: “Tommy Hilfiger designs clothes for men men that are as classic as a ‘55 Thunderbird” that are as classic as a ‘55 Thunderbird” “ “Smoke a Mint Fresh and get a breath of Smoke a Mint Fresh and get a breath of

springtime” springtime”


2. 2. Transfer: Transfer: transferring ideas and transferring ideas and emotions from one thing to another (simile emotions from one thing to another (simile or metaphor)or metaphor)


3. 3. Hidden Fears: Hidden Fears: playing upon the playing upon the individual’s insecuritiesindividual’s insecurities


Advertisement Appeals3. 3. Hidden Fears: Hidden Fears: playing upon the playing upon the individual’s insecuritiesindividual’s insecurities

4. 4. Testimonial:Testimonial: endorsement by a endorsement by a well-known individual or organizationwell-known individual or organization


5. 5. Emotional Appeal:Emotional Appeal: attempts to attempts to create positive or negative emotions in create positive or negative emotions in the viewer (ex: joy, jealousy, sadness, the viewer (ex: joy, jealousy, sadness, rage, etc.)rage, etc.)



http://www.youtube.com/watch?v=Q8-N8t_P3oE


Warning: the next slide contains a graphic image that some viewers may find distrubing

Advertisement AppealsThis is also

testimonial

6. 6. Facts and Figures:Facts and Figures: using proven using proven facts and numbers (ex: statistics)facts and numbers (ex: statistics)


7. 7. Bandwagon:Bandwagon: the suggestion that the suggestion that everyone is doing it; ex: “#1 Best everyone is doing it; ex: “#1 Best Seller!” “Everyone has one!”Seller!” “Everyone has one!”


7. 7. Bandwagon:Bandwagon: the suggestion that the suggestion that everyone is doing it; ex: “#1 Best everyone is doing it; ex: “#1 Best Seller!” “Everyone has one!”Seller!” “Everyone has one!”


This is also facts/figures

8. 8. Plain Folks:Plain Folks: appeals to simple appeals to simple living (ex: old-time mom and pops; living (ex: old-time mom and pops; country folk)country folk)


Advertisement Appeals8. 8. Plain FolksPlain Folks: : appeals to simple living (ex: old-time mom and pops; country folk)

Advertisement Appeals8. 8. Plain FolksPlain Folks: : appeals to simple living (ex: old-time mom and pops; country folk)

This is also transfer

9. 9. Snob Appeal:Snob Appeal: appeals to the rich appeals to the rich life and the desire for statuslife and the desire for status


Advertisement Appeals9. 9. Snob Appeal:Snob Appeal: appeals to the rich appeals to the rich life and the desire for statuslife and the desire for status

Advertisement Appeals9. 9. Snob Appeal:Snob Appeal: appeals to the rich appeals to the rich life and the desire for statuslife and the desire for status

This is

also

emotiona

l appeal

10. 10. Sexual Appeal:Sexual Appeal: either direct or either direct or underlying, through images or wordsunderlying, through images or words


Advertisement Appeals10. 10. Sexual Appeal:Sexual Appeal: either direct or either direct or underlying, through images or wordsunderlying, through images or words

11. 11. Humourous Appeal:Humourous Appeal: the reality of the reality of the ad would be a ridiculous concept to the ad would be a ridiculous concept to viewersviewers




This is also sexual appeal

What Appeals Do You See?testimoni

al

Facts / figures

Emotional

? (desire

to please)

Now that you know how the advertisers do it,

you will be more aware of why certain products are persuasive.

No more

media

hypnosis!

If you know why you are persuaded by something,

you will be a wiser, less-biased consumer.

More

money for

you! That means

more money

for cool

pants!

Advertising appeals

Education

Transcript of Advertising appeals