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Advertisement Appeals

Advertisement Appeals

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Published by ajireddy

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Categories:Types, Brochures
Published by: ajireddy on Feb 01, 2010
Copyright:Attribution Non-commercial

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06/15/2013

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Advertising AppealsAdvertising Appeals
Vijay Kumar Reddy PVVijay Kumar Reddy PVAsst ProfessorAsst ProfessorKL UniversityKL University
 
Advertising appeals aim to influence the way consumers view themselvesand how buying certain products can prove to be beneficial for them. Themessage conveyed through advertising appeals influences thepurchasing decisions of consumers.
Advertising appeals are designed in a way so as to create a positive imageof the individuals who use certain products. Advertising agencies andcompanies use different types of advertising appeals to influence thepurchasing decisions of people.
IntroductionIntroduction
 
An emotional appeal is related to an individual’s psychological and socialneeds for purchasing certain products and services. Many consumers areemotionally motivated or driven to make certain purchases. Advertisersaim to cash in on the emotional appeal and this works particularly wellwhere there is not much difference between multiple product brands andits offerings. Emotional appeal includes personal and social aspects.
Personal Appeal
 Some personal emotions that can drive individuals to purchase productsinclude 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 asrecognition, respect, involvement, affiliation, rejection, acceptance, statusand approval.
Emotional AppealEmotional Appeal

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