ADVERTISEMENT

APPEALS

VISHNU MOHAN P.M

NAVEEN M.J
NEETHU SALIM
WHAT IS AN ADVERTISEMENT APPEAL?

REFERS TO THE APPROACH USED TO ATTRACT THE

ATTENTION OF CONSUMERS AND/OR TO
INFLUENCE THEIR FEELINGS TOWARD THE
PRODUCT, SERVICE, OR CAUSE.

SOMETHING THAT MOVES PEOPLE, SPEAKS TO

THEIR WANTS OR NEED, AND EXCITES THEIR
INTEREST.

THE UNDERLYING CONTENT OF THE

ADVERTISEMENT “MOVIE SCRIPT”.
DIFFERENT TYPS OF APPEALS ARE

• FEAR
• HUMOR
• MUSIC
• SEX
• RATIONALITY
• EMOTION
cntd......

Health

Adventure

Fun and pleasure

Environmental consciousnes
 NEED FOR APPEALS IN ADV.....

Advertising intends to promote the sales of a product or

service and also to inform the masses about the
highlights of the product

Advertising uses different types of appeals to connect to

the customers across the globe.

The various types of advertising appeals harness different

means of highlighting the features of a product and
drawing the attention of the masses towards it. service
features.
DECIDING ON A ADVERTISEMENT
APPEAL!!!!!!

REVIEW CREATIVE BRIEF (SPECIFICALLY

OBJECTIVES SECTION)

THE NATURE OF THE PRODUCT

THE PREFERENCES OF THE CLIENT (VERY

IMPORTANT)

COMMON SENSE AND GUT FEELING

FEAR APPEAL
FEAR APPEAL.......

Fear appeals are used because they work. Fear increases

both the viewer’s interest in an advertisement and the
persuasiveness of that ad.

Increases viewer interest in the ad and the persuasiveness

of the ad.

Used with health and beauty products, idea marketing,

insurance.
Cntd....

Most experts believe that a moderate level of fear is

most effective.
When using fear, a key decision is how strong to make
the appeal. most advertisers believe a moderate level of
fear will be the most effective.
FEAR APPEAL

This ad reminds people

of the dangers of
overexposure to
the sun.

Print Ad Example
Fear appeal
Increases viewer interest in the ad and the persuasiveness of
the ad

Used with health and beauty products, idea marketing,

insurance.

Most experts believe that a moderate level of fear is most

effective.

The advertisements relating to prohibition, prevention of

losses and conservation of energy comes under fear appeal
HU M
OU R
APP
EAL
Humor Appeal....
Humor is effective in both getting attention and keeping it, which
helps the ad cut through clutter.

Humor is used in about 30% of all advertisements.

The success of humor as an advertising tactic is based on causing

consumers to:

Watch

Laugh

Most importantly, remember

In recall tests, humorous ads are often the most remembered.

Humor Appeal.....

To be successful, the humor should be directly

connected to the product’s benefits.

Unfortunately, humorous ads can also backfire.

Advertisers must be careful to avoid letting the
humor overpower the advertisement. When humor
fails, it is usually because the joke in the ad is
remembered but the product or brand is not.
Humor Appeal
Sex appeal

Subliminal techniques

Nudity or partial nudity

Sexual suggestiveness

Overt sexuality

Sensuality
ARE SEX APPEALS EFFECTIVE???
RESEARCH RESULTS

Sex and nudity do increase attention.

Rated as being more interesting.

Often leads to strong feelings about the

advertisement.

Brand recall is lower.

 MUSIC APPEAL

Has intrusive value.

Gains attention and increases the retention of visual

information.

Can increase persuasiveness of an advertisement.

eg: TITAN
Cntd...
several decisions are made when selecting music for
ads, including answers to these questions:

what role will music play in the ad?

will a familiar song be used, or will something

original be created?

how does the music fit with the message of the ad?
ADVENTURE APPEAL
ADVENTURE APPEAL

This 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.
RATIONAL APPEAL
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 Ease of use

Low price Re-saleValue
Performance Economy...
Long Life
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.
 
EMOTIONAL APPEAL
Emotional appeal Cntd....
Television is one of the best media for emotional
appeals, because it has intrusion value and can utilize
both sound and sight. Facial expressions can convey
emotions and attitudes.

Emotions can be tied with humor, fear, music, and other

appeals to make a compelling case for a product.
Emotional appeal Cntd....
Based on three ideas:

Consumers ignore most ads.

Rational ads go unnoticed.

Emotional ads can capture attention.

Viewed by creatives as key to developing brand loyalty.

B-to-B advertisements using more emotional appeals.

Works well when tied with other appeals

 Emotions Used in Advertisements

• Trust • Protecting loved ones

• Reliability • Passion
• Friendship • Family Bonds
• Happiness – with parents
• Security – with siblings
• Glamour/luxury – with children
• Serenity – with extended family
• Anger members
Positive Emotional appeal....
Positive appeals highlight product benefits and
attributes capable of influencing consumer
behavior.
Eg: Baby nursery furniture
while buying parents
consider the factors
like:
safety,
flexibility,
theme,
quality and so on
Negativ
e appea
l....
ROMANCE 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
YOUTH APPEALS
Youth advertisement....

Youth appeals can include

television advertisements and
programs for promoting the items
such as clothes, watches,
sunglasses, perfumes which are of
the latest trend.

We should make use of smart

propaganda techniques to bring the
products newly introduced into
focus.
CORPORATE APPEAL
Corporate 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.
ENVIRONMENTAL APPEAL
Environmental appeal...

Nearly 90% of American consumers are concerned

about the environmental impact of what they buy .

In response, companies are modifying existing products

and developing new ones to be less harmful to the
environment.
Environmental appeal...

Advertisements for these green products

use a variety of appeals to persuade
consumers to buy.

There are many ways to position green

products. They developed a typology
which differentiates green ads based on
appeal.
CONCLUSION....