Advertising Appeals
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The document discusses various advertising appeals used to market products, highlighting how these appeals often focus on emotions and social perceptions rather than product merits. It categorizes appeals into types such as rational, emotional, and various others, emphasizing their influence on consumer purchasing decisions. Notable examples include fear, humor, sex, and scarcity appeals, which aim to create positive associations and drive engagement with potential customers.
Advertising Appeals
- 1. Advertising Presentation DEEPANKAR KHARE HEAD FACULTY:- Mrs. Simple Arora
- 2. An advertising appeal is the primary claim used in an advertisement to market a particular product or service. Advertisements, whether they appear in print, on the Internet, on billboards, or on television, usually have one major claim that they use to increase the appeal of a specific product. In most cases, the advertising appeal used in a given advertisement has little to do with the merits of the product itself. Professionals in advertising instead try to appeal to the emotions, social preferences, or other aspects of their target demographics. They tend to use words, images, and music to demonstrate how purchasing a given product or service will increase one's social standing, happiness, attractiveness, or other aspects of one's self.
- 3. 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 uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. 3
- 5. The reasonable, practical and functional desira bility of a product or service to a potential consumer. For example, a marketing department of a business will often make a rational appeal to consumers if they are attempting to sell a necessity of life to a targeted group of consumers. 5
- 6. An emotional appeal is a method of persuasion that's designed to create an emotional response. Emotional appeals are considered fallacies, because they manipulate emotions in an audience. Emotional appeals are especially prevalent in advertising. When fashion magazines play on our insecurities about body image, they're using emotional appeals. When political ads play on our fears, telling us that voting for someone will lead to financial ruin and wars, they're using emotional appeals. Students frequently use emotional appeals on their professors, hoping for pity as they ask for more time to finish a paper. Emotional appeals are used in court rooms during trials and in persuasive essays to increase the effectiveness of arguments. 6
- 7. 7 Types of Advertising Appeals 1. Emotional Appeal a) Personal Appeal b) Social Appeal c) Fear Appeal d) Humor Appeal 2. Sex Appeal 3. Music Appeal 4. Scarcity Appeal 5. Rational Appeal 6. Masculine Feminine Appeal 7. Brand Appeal 8. Snob Appeal 9. Adventure Appeal 10. Less than Perfect Appeal 11. Romance Appeal 12. Youth Appeal 13. Endorsement 14. Play on Words 15. Statistics 16. Plain Appeal 17. Bandwagon Appeal 18. Sensitivity Appeal
- 8. 8 Emotional Appeal o Related to an individual’s psychological and social needs for purchasing certain products and services. 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.
- 10. 10 Social Appeal
- 11. 11 Emotional Appeal 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. Humour Appeal Humour is an element that is used in around 30% of the advertisements. Humour can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product. Humour can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message.
- 12. 12 Fear Appeal Humour Appeal
- 13. 13 Sex Appeal Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product appearing interesting. 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.
- 15. 15 Scarcity Appeal Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes, contests etc.
- 16. 16 Masculine Feminine Appeal Used in cosmetic or beauty products. This type of appeal aims at creating the impression of the perfect person. Brand Appeal Is directed towards people who are brand conscious and wish to choose particular products to make a brand statement. Snob Appeal 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.
- 17. 17 Masculine Feminine Appeal Brand Appeal
- 18. 18 Snob Appeal
- 19. 19 Adventure Appeal Is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action. Less than Perfect Appeal Advertisements often try to influence people to make certain purchases by pointing out their inadequacies or making them feel less perfect and more dissatisfied with their present condition. These types of advertising appeals are used in cosmetic and health industries.
- 21. 21 Less than Perfect Appeal
- 22. 22 Romance Appeal These advertisements display the attraction between the sexes. The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life. Fragrances, automobiles and other products use these types of advertising appeals. Sensitivity Appeal These advertisements are used to drive at and influence the sensitivities of consumers. Advertisements also make effective use of catchy/emotional phrases to convey the message. Such appeals help in brand recognition and recall and can be quite popular with the youth in particular.
- 24. 24 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. Endorsement Celebrities and well known personalities often endorse certain products and their pitching can help drive the sales.
- 26. 26 Statistics Advertisements also use statistics and figures to display aspects of the product and its popularity in particular. Plain Appeal These advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service. Bandwagon Appeal This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service