Advertising and promotion

Advertising and promotion

Assignment# 1
Identify at least two latest ads on Electronic media (Mention the source) from advertising
appeal (Rational, Emotional, Social/ Moral) and do the critical analysis of these ads.

Submitted by:
Sadia Yasmeen (33)
Rafia Ehsan ()
BBA-VIII
Submitted To:
Sir: Tanveer Abbas
Dated:
11-6-2020

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Advertising appeals
Introduction

Appeals used in marketing and advertisings are basically strategies to communicate the
effectiveness of a specific product or service with their customers and persuade them to buy
those products/services. In marketing these appeals have been used since a long time by
marketers. These marketing appeals are made in a way that they create a positive image of
people who use these products, in this way they influence the purchasing decisions of other
customers.

All ads that we see on electronic media use some kind of appeals. One ad can use single or
multiple appeals at a same time to convince and persuade customers to take an action to fulfill
their needs and wants. As we all know marketing itself create wants in people it also has power
to convert needs of customers into their wants.

Importance of advertising appeals

Advertisement appeals are compelling in nature therefore they play a very important role in
success of any advertisement. Here are some points that highlight the importance of using
appeals in ads.

 Marketers use these apples to create a positive and powerful image of their products and
brand in the most memorable way.
 It provides chance and opportunity to show the important features and dimensions of
product/services to the customers in an interesting way.
 It helps to make a point of difference for your brand and in this way can help to grab
customer’s attention.

Types of advertising appeals

1. Emotional appeal

Emotional appeals use imaginary situations more than information. Emotional appeal works on
customer’s social needs and also their psychological concerns. Ads that use emotional appeal
always get popularity among customers and take place in their hearts. This kind of appeal is
further divided into sub categories.

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1.1 Personal appeal: There are always some personal concerns and emotions that make a
purchase possible for example fear, humor, safety, happiness and self-esteem etc.

1.2 Social appeal: in each purchase there are some social factors involve too like social
recognition, rejection, acceptance and status etc. marketers use these factors in their
advertisements to make them socially acceptable.

1.3 Fear appeal: this is an important factor to address, marketers use different fears of people in
their advertisement for example beauty, health and different kind of insurances to make them
realize how important these products are for their beauty and health.

1.4 Humor appeal: we know humor is the heart of advertisements we can convey any message
to customers in an informational yet memorable way .humor based ads have long lasting impacts
on people minds.

Examples of brands/ads using emotional appeal

 Coca-Cola: open happiness (personal appeal)

 Worldwide life fund: stop climate change, before it change you (fear appeal)
 Shaan Shoop noodles: Trust tou must hai (social appeal)

2. Rational appeal:
Rational appeal is used to address the functional features of any product/service. This type of
advertising appeal mostly highlight the price and quality factors of products by mentioning their
benefits. It is mostly used by small business which are facing competition, in this way they
portray their products functionality to attract customers. Ads using rational appeals focus on low
price comparative to their competitors, long life and high quality dimensions.

Examples of brands/ads using rational appeal

 Nike: just do it
 Daraz campaign: jao nahi mangwao, paisy bachao
 Ariel Ho jaye challenge: New Ariel removes better in one wash

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Ads analysis and advertising appeals

For the deep analysis of the Ads there are two ads which are chosen. The Ads are explained
below:
Ad#1: Jam e Shirin ad Ramadan 2020
Introduction
Jam e Shirin by Qarshi is considered a very mature brand with its highly market recognition and
liking by Pakistani people. There adds are always focused on healthy and refreshing taste of the
drink. With time Jam e Shirin had extend its product line by introducing new flavor according to
the wish and likings of Pakistani people such as sugar free, sandal, Elaichi and bazori.
In 2020 the Ramadan is very difficult due to the lockdown and pandemic situation. This situation
is much unexpected for the whole world to be in our homes and everything and every job and
sector is affected by the virus. Jam e Shirin always advertise highly in Ramadan because of the
high consumption by the fasting people so Jam e Shirin tried to tackle the issue of unemployment
and poor people issues due to pandemic to advertise their product in a better way.
Background story of ad:
In this ad there is women who used to work as a maid to fulfill the life needs and of course her
job is ended due to the current situation. There is starve in her home and she couldn’t do
anything except just praying to Allah almighty. When suddenly the door knocks and she find a
person sent by her former house master and grocery for the whole month within her salary. The
ad shows the kindness and act of responsibility towards the people in better situation to help their
employees no matter they are working for them now. Just this little act of kindness saves her life
and her family too and then in the end the ad closes with the joyful smile on her lips and a relief
in her soul
Campaign: “Neki k mithas Jam e Shirin k sath”.

Advertising appeals used in this ad and their analysis:

1. Religion appeal:
Jam e Shirin used religious and social approach as the ad is only for the Pakistani people and in
the times of Ramadan. Its shows the deep devotion and help by Allah in the hard times for its
creatures. It also gives the idea to believe in Allah no matter what situation you are in.

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2. Social appeal:
This ad had a social message to help out the poor people and especially your employees,
servants, drivers and maids. Because they can’t earn money for the living from any way else in
this lockdown. They should receive their salaries at time so that can help them for the living. Jam
e Shirin shows and highlight the issue and portrayed it so well.
3. Moral appeal:
It is also related to our moral values to help the poor and needy in the time of need and get the
willingness and happiness of Allah. In these dark times there are some people and this ad
portrayed it so well.
In the opinion of the writers of this assignment this ad is just perfect and Jam e Shirin used
Emotional and social approaches to advertise their product in a positive way by portraying the
issues and Ramadan situation and to motivate the people to help the poor and needy.
Ad Source and URL:
https://www.youtube.com/watch?v=NgRiZnrDLak

Ad#2: Kolson Salanty ad 2020

Introduction:
Kolson salanty is considered all-time favorite snack of everyone not only children. Kolson used
always energetic and colorful approach as it portrayed children and their energy and positive and
fun-loving approach to tackle its customers and target market.
The following ad is published almost 2 months ago and aired on TV and receive so many
positive and loving responses. This ad is very innovative and unique TVC.

Campaign: Fun ka Crunchy Melty Maaza.

Advertising appeals used in this ad and their analysis:

1. Social appeal:
This ad addresses stereotypes related children school grades and societal concerns of parents
about their children high school grade. This ad is very different as compared to kolson previous

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ads. The main focus of the ad is just the same like to chill and have fun. But the issue they tackle
is the sky high demand of parents with their kid’s grades at school no matter how their children
work hard but at the end they just need result. This ad talks about social acceptance/rejection and
status related students school grades.

2. Humor appeal:
Kolson used funny approach to portray the social message. Parents just need to understand that
their children are working hard and accept them just the way they are. Pakistan is the country
where parents just want their children to be doctor, pilot or high-level jobs and they force their
children to get high grade and even to do the degrees which didn’t match their taste or mentality.
Parents just have to give the free space.
3. Emotional appeal:
In the ad it is also shown the stress free family to show the thing which only matters in the
mental peace and happy family. The funny approach is that when the daughter asks her father
that what about the result of father at the age of her brother now. The father told her that he got
60% and then the ad gives a serious message in a funny way that the child had more marks then
his father no matter its low but still it’s higher than his father. Is shows that when in your times
you did the studies well with low grades and then why to force your kids to get high grades and
destroy their mental space?

Ad source and URL:

https://www.youtube.com/watch?v=ReMYg0OOLAQ