Persuasive/Advertising Appeals

Genre of message appeal Means of gaining attention, breaking through the clutter Depends on goals, product, target audience
Demographics & psychographics

Keep persuasive goals in mind Some ads very creative but ineffective

Persuasive Appeals
Straight Announcement
VO by announcer or DJ

Price, value
Very typical selling point for local ads

Informational/rational
Facts about the product List of benefits Even gets out blood stains Computer ads

Persuasive Appeals
Demonstration
Show audience how product works Infomercials Fitness gear

Testimonial
Client speaks of product benefits Jared of Subway

Persuasive Appeals
Emotion/sentimental
Inflated emotions related to the product Hallmark

Fear
Scare audience away from the product or behavior, or toward it Just say no Baldness, hair restoration

Persuasive Appeals
Celebrity Endorsement
Tie product image to famous person MJ & Jackie Chan for Hanes

Urgency
Need to respond/act quickly Sale Ends Saturday! 2-days only! Disney DVDs will not be available for 10 years!

Persuasive Appeals
Humor
Associate humor with product image Often memorable, not always effective Bud - Wassup?! Office Linebacker

Slice of Life
Problem/solution in a story form Detergent, dandruff, slice and bake cookies

Persuasive Appeals
Dramatize problem
Then offer solution Hertz - Not exactly Diarrhea Employees fired for mistakes

Dramatize benefit
As the solution Sprint - Hear a pin drop

Persuasive Appeals
Shock!
Jar audience Anti-drug/smoking PSAs

Sex
Associate product with sexual satisfaction / conquest Calvin Klein, cologne, Cosmo, Maxim

Persuasive Appeals
Before / After
Demonstrate specific results of using product Grecian formula, weight loss

Image
Associate product with some image, style, attitude coolness Product benefits, attributes are secondary to the image Cadillac, Nike