Advertising Appeals

By: Salma Anwar

INTRODUCTION

These days, promotion and advertising have assumed

significant importance to sell products in the global
markets for most companies.
 The increased competition in the markets have
compelled people to think of unique advertising
techniques to outdo their competitors.
 Advertising appeals is the approach to attract the
consumers and prove to them how your product can
satisfy all their needs.
Definition
Refers to the approach used to attract the attention
of consumers and/or to influence their feelings
toward the product, service, or cause.
It's something that moves people, speaks to their
wants or need, and excites their interest.
Essentials of an Advertisement
Appeal
• Thematically sound

• Communicative

• Interesting

• Credibility

• Finality and Completeness

• Truthful information
Seven major types of advertising
appeals
•FEAR
•HUMOR
•MUSIC
•RATIONAL
•EMOTIONAL
•SCARCITY
Fear Appeal
Insurance companies
use ads. that deal with
consequences of
untimely death
Shampoo and mouthwash
ads. Invoke fears of dandruff
and bad breadth
Advertisers use fear appeals
plainly because it works
Fear appeal
Fear increases both the viewer’s interest in an ad. and
the persuasiveness of the ad. Many individuals
remember ‘fear’ ads. far better than the ones dealing
with warm and upbeat messages. Consumers who pay
more attention to an ad. is likely to process the
information it carries. Various incidents can lead to
negative and positive consequences which then might
affect future behavior.
Rational appeal
Directed at the thinking process of the audience.
They attempt to show that the product would yield the
expected functional benefit.
Some of the buying motives which are rational under
ordinary circumstances are:
 High quality
 Low price
 Long Life
 Performance
 Ease of use
 Re-sale Value
 Economy
Rational appeal example

While buying Digital camera the

consumer always consider the following:
-Battery Life
-Number of Megapixels
-Zoom Lens
-Exposure Control
-User Controls
Advertisement of Nikon point out the
benefits while buying camera.
 
Rational Appeal
Print media offer the best
outlets for rational appeals.
Print ads allow readers greater
opportunities to process copy
information. Unlike in the case of
TV and Radio, the audience can
pause and deliberate on the contents. B2B advertisers profusely use
print media. Many advertising account executives believe that
the trade journals are the best media to reach the buying center.
Emotional appeal
Those appeals which are not preceded by careful
analysis of the pros and cons of making a buying.
 Based on three ideas:
 Consumers ignore most ads.
 Rational ads go unnoticed.

 Emotional ads can capture attention.

 Viewed by creative’s as key to developing brand loyalty.

 B-to-B advertisements using more emotional appeals.
 Works well when tied with other appeals.
Emotional Appeal
TV is the best media for emotional appeals. TV offers
advertisers intrusion value and can utilize both sound
and sight. Models in the ads can be “real people”.
Facial expressions can convey emotions and attitudes.
Consumers learn about a particular product and
develop attitudes based on those vicarious
experiences.
 Emotions Used in Advertisements
 Trust
 Reliability
 Friendship
 Happiness
 Security
 Glamour/luxury
 Anger
 Protecting loved ones
 Romance
 Passion
 Family Bonds
 with parents
 with siblings

 with children

 with extended family members

Humor Appeal
Used in 30% of all advertisements.
Excellent at capturing attention.
Score high in recall tests.
Should be related directly to customer benefit. Or else, the joke can
overpower the message.
 Humor has proven to be
one of the best techniques
for cutting through clutter.
Humor can be effective at
both getting attention and
keeping it. Something that
is funny has intrusive value
and grabs attention.
Humor

Royal Society for the Prevention of Cruelty to Animals

NO INSECTS LEFT – Ad by a insect Spray
Music Appeals
Has intrusive value.
Gains attention and increases the retention of visual
information.
Can increase persuasiveness of an advertisement.

eg: TITAN
Musical Appeal
Musical memories are often stored in long-term recall
areas of the brain. Most people can remember tunes
even from their childhood days.
Music plays a number of roles in ads. Sometimes the
music is incidental and in other cases, it may be the
primary theme of the ad.
Scarcity Appeals
Scarcity appeals urge consumers to buy a particular
product because of a limitation. Platforms are:
Limited number of products available
Products are available for limited time McDonald’s,
Wendy’s and Burger King offer sandwiches (McRib,
Hot N’ Spicy Chicken, Dollar Whoppers) for limited
time periods through out the year.
Scarcity Appeal
Endorsement appeal
Film stars and sports personalities have a huge fan
following and hence, endorsement appeals are also
extensively used to market and promote many
products.
Corporate Advertising Appeal
The corporate logos and the messages of companies
are advertised in an extensive and aggressive manner.
Making use of the name of the company as the brand
name of the product is referred to as corporate
branding which has helped many organizations
prosper.
Thank You