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    Advertising Appeals

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    Akhil Sreemangalam
    Advertising appeals aim to influence consumers' views of themselves and the benefits of products. The document outlines 13 common types of advertising appeals such as emotional appeals, which relate to personal needs like safety and social needs like status. Rational appeals emphasize product features and benefits. Other appeals discussed include sex appeals, music appeals, scarcity appeals, and youth appeals. The goal of advertising appeals is to persuade consumers to purchase products by linking the products to consumers' psychological and social motivations.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Advertising Appeals

    Uploaded by

    Akhil Sreemangalam
    241 views25 pages
    Advertising appeals aim to influence consumers' views of themselves and the benefits of products. The document outlines 13 common types of advertising appeals such as emotional appeals, which relate to personal needs like safety and social needs like status. Rational appeals emphasize product features and benefits. Other appeals discussed include sex appeals, music appeals, scarcity appeals, and youth appeals. The goal of advertising appeals is to persuade consumers to purchase products by linking the products to consumers' psychological and social motivations.

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    Advertising appeals aim to influence consumers' views of themselves and the benefits of products. The document outlines 13 common types of advertising appeals such as emotional appeals, which relate to personal needs like safety and social needs like status. Rational appeals emphasize product features and benefits. Other appeals discussed include sex appeals, music appeals, scarcity appeals, and youth appeals. The goal of advertising appeals is to persuade consumers to purchase products by linking the products to consumers' psychological and social motivations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    241 views25 pages

    Advertising Appeals

    Uploaded by

    Akhil Sreemangalam
    Advertising appeals aim to influence consumers' views of themselves and the benefits of products. The document outlines 13 common types of advertising appeals such as emotional appeals, which relate to personal needs like safety and social needs like status. Rational appeals emphasize product features and benefits. Other appeals discussed include sex appeals, music appeals, scarcity appeals, and youth appeals. The goal of advertising appeals is to persuade consumers to purchase products by linking the products to consumers' psychological and social motivations.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 25

    ADVERTISING

    APPEALS

    Prepared By

    Nijaz N

    Advertising Appeals
    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.
    2

    Types of Advertising Appeals


    1.

    Emotional Appeal
    a)

    Personal Appeal

    b)

    Social Appeal

    c)

    Fear Appeal

    d)

    Humor Appeal

    9.

    Adventure Appeal

    10. Less than Perfect Appeal


    11. Romance Appeal
    12. Youth Appeal
    13. Endorsement

    2.

    Sex Appeal

    3.

    Music Appeal

    4.

    Scarcity Appeal

    5.

    Rational Appeal

    6.

    Masculine Feminine Appeal

    17. Bandwagon Appeal

    7.

    Brand Appeal

    18. Sensitivity Appeal

    8.

    Snob Appeal

    14. Play on Words


    15. Statistics
    16. Plain Appeal

    Emotional Appeal

    Related to an individuals 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.
    4

    Personal Appeal
    5

    Social Appeal
    6

    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.

    Humor Appeal
    Humor is an element that is used in around 30% of the
    advertisements. Humor can be an excellent tool to catch the
    viewers attention and help in achieving instant recall which
    can work well for the sale of the product. Humor can be used
    effectively when it is related to some benefit that the
    customer can derive without which the joke might overpower7

    Humour Appeal

    Fear Appeal

    Advertising Appeal
    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.
    9

    Music Appeal
    Sex Appeal

    10

    Advertising Appeal
    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.

    Rational Appeal

    Aims to focus on the individuals functional, utilitarian


    or practical needs for particular products and services.

    Emphasize the characteristics and features of the


    product and the service and how it would be beneficial
    to own or use the particular brand.
    11

    Rational Appeal

    Scarcity Appeal
    12

    Advertising Appeal
    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

    13

    Brand Appeal

    Masculine Feminine
    Appeal

    14

    Snob Appeal

    15

    Advertising Appeal
    Adventure Appeal

    Is

    directed

    towards

    giving

    the

    impression

    that

    purchasing a product will change the individuals 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.
    16

    Adventure Appeal
    17

    Less than Perfect Appeal

    18

    Advertising Appeal
    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.
    19

    Sensitivity Appeal

    Romance Appeal

    20

    Advertising Appeal
    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.

    Play on Words

    Advertisements also make effective use of catch


    phrases to convey the message. Such appeals help in

    21

    Endorsement

    Youth Appeal
    22

    Play on Words

    23

    Advertising Appeal
    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

    24

    Statistics

    Plain Appeal

    Bandwagon Appeal

    25

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