ADVERTISING

UNIT 3

ADVERTISING APPEALS

Objective
The objective is to study
 Various types of appeals
 Impact of appeals on various aspects of human life

The impact of appeals on society and on human life

Various instinctive and cultural appeals

• Youth
• Beauty
• Entertainment
• Value
• Succeed
• Status
• Easy comfort
• Convenient
• Survive
• Security
• Sex
• Altruism
• Curiosity
• Adventure
• Belonging
• Health
These are diverse human emotions, which are expressed through advertising, to appeal
audiences. The emotions are infinite because they combine and associate deeper and inner
aspects soul and human personality. The appeal is related to quality of advertisement.

Prestige advertising
Toyota in Europe has a clear vision for the future,
 Growing market share
 Rapidly expanding manufacturing operations
 Exciting range of vehicles
 State-of-the-art engines
 Proven track record of customer satisfaction.
Success environmental concern

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However, our success in Europe does not affect the attention we pay to the impact that our
activities - and vehicles - have on the environment and we are strongly committed to reduce
constantly these impacts over the time.
(www.Toyota-Europe.Com/environment)

The company is successful. They are not supposed to advertise the quality of product,
craftsmanship or creativity of product. The vehicles are doing well in market. Their vehicles are
accepted by market and consumers have high customer satisfaction but the company has to
associate advertising appeal, to look after environment.

They are ecologically concerned about pollution and believe that vehicles are able to emit less
pollution to make environment clean. The
“Prestige” will be a concern and growing aspect for company to progress in an empowered way.
After a company, has achieved all appeals, related to human aspect, they want success, quality,
convenience, comfort. After this, they relate to social aspect. The social responsibility becomes
sole concern for company to appeal to audience’s i.e. they are looking after environment and
cultural values of local community.

The other appeals which are very basic and important in advertising

Need for sex and affiliation

• Sex is a universal need but its use can offend people and can reduce the brand recall
• Man is a gregarious and wants to live in groups so there is need for
• Companionship
• Friends
• Family
• People have fear of rejection and are afraid of losing friends

The appeals need to relate to human life. Man is a gregarious animal and he wants friends,
company and family. These are basic human emotions, to which every human being is associated
and has positive concern to reflect his life. It will reflect a constant connection with product and
brand. So most of the brands, use these emotions to appeal the audiences .

The need for sex is also very basic but many brands are not using this appeal, because it can
offend people. It is considered vulgar. To build on this appeal, can reduce the recall value of
brand . Most of the brands are pure and relate to positive values. This can relate to their concern
for organization and family.
Need to nurture and get guidance

• Human beings feel happy to take care of small, helpless things like :
• Babies & children
• Pets
• We also want someone to take care of us
• Need for instruction, wisdom
• Need for training & development

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Human being is an animal, who gives training to people and wants training from people. He is
learning and is a learner and mentor. He is mentoring his children and giving some
consultancies.
The need relates to get advice and consultancy from good brands to look after many aspects of
life. Bourn vita ads, are advising mothers about the nutrient value of tonic, used in milk and how
this tonic can help children to grow and enhances their learning. It shows how it is helping
students, to take part in sports and learn to do better homework activities. The mothers can build
on advice and create value for the society. All mothers who are not concerned about child
nutritional value, can use this tonic and give value based diet to their children.

Need to be aggressive and to achieve

• People need to be aggressive to assert themselves
• They also have the need to win
• Reach goals & get success
• Overcome obstacles
• Win a competition & become hero

People are achievers and every person has a goal, which he needs to achieve and fulfill his life.
The advertising appeal reflects this appeal of goal achievement and helps them to build their
dreams so as to go with the audiences.
The Home loans banks are guiding their customers to buy home loans, so that they can achieve
their dream of beautiful house. Most of the banks, nurture this need of hidden desires of people,
to build a goal of having a good house. They support this function as banks also want to earn
money. If bank gives loans to customers, it can earn from rate of interest. So banks, associate
with customer’s goal and growth, so as to sell their own products

Need to dominate and get prominence

• People need be powerful and have
• Special powers
• To do good things
• People also want to be rich and famous
• High social standing
• Admiration for being classy

The need to be dominant and prominent in society is associated with possession of luxury
products. People are using good cosmetics products and luxury brands of cars. This is appealing
to their hidden aspirations and making them to show as powerful and special. They buy these
products and help in the growth of company.

Need for attention and autonomy

• We really want people to look at us

• Object of fascination/desire
• Usually geared towards females
• We really want to be independent

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 • The proud individual
• You are unique

Everybody wants that people to look at them as objects of fascination and desire, usually geared
towards females. People want to be independent and proud. Everybody is unique and wants
attention, so they dress well. A person displays his wealth and status by many special things,
which he wears as accessories, in form of watches, shoes and other costly things to enhance his
beauty. Most of the females wear lot of jewelry, to get higher appeal in market.
To get “attention”, is a hidden desire of human psychology, where everybody wants to be
proud of their possessions. People want to display their wealth and feel special. The society is
materialistic and the brands can take advantage of material things, to increase the status of people
by the possession of costly products.

Need to escape and feel safe

• People want to get to get away from the daily routines and need
• Break/freedom
• Vacation for adventure & pleasure
• They also want to keep families safe from harm and need to
• Avoid tragedy
• Stay healthy with best self preservation
People want to escape and break their routine. If they have enough money, then only they can
indulge in travel and costly entertainment activities to escape from daily life and stay in big
resort and hotels.
Most of the hospitality sector is cashing on these hidden needs of people and is designing
appeals to attract people to destinations.
People also want to keep their families safe and are buying health insurance. They are also
buying good gadgets, to look after their security, through pure water quality, food quality. The
gadgets like air conditioning and fridge and water filters are sold on the basis of these appeals.
The gadgets will look after the safety of people and give good quality of life. There are many
appeals working in market and so according to product, appeals are selected to satisfying needs.
The appeal should be related to passion of people.

Needs for aesthetics and to satisfy curiosity

• All people are attracted to beautiful things and have need for
• Creativity & get artistic things
• They need want facts and figures to support their curiosity by getting
• Information
• Percentages/numbers
• Diagrams/charts
People are attached to beautiful things. The need for creativity and artistic things is also
important. They also want facts and figures to support their curiosity, by getting information in
percentages, numbers, diagrams and charts
These aesthetic things, like beautiful furniture, handicrafts items can enhance the value of house.
The possession of decorative items can enhance status. It is always a statement of luxury. After

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food and basic needs are satisfied, then people invest money in these things. If people want to
buy good things like a car, then they want comparisons. If they are investing five lakhs, then
want to compare the car its working, engine capacity and mileage with other competitor’s
brands. The comparison is in form of charts and figures, where market leaders are giving their
performance and agencies are rating them according to the charts.
Most of the companies, which try to sell their products, make a chart available in market to
display, what they are giving for price and parameters. Most of the people get convince and
satisfied, when they compare brands to the other brands in market, through graphs, charts and
figures.

Psychological needs
• According to Maslow's theory the basic primary needs of people are
• Food
• Water
• Air
• Sex

Investors in food business understand that they will always sell, to people because this is daily
need. They need to associate people, with their life for satisfying their needs of getting good
quality of water, food and air. The need associated with physiological aspect i.e. physical
existence, of human beings is dependent on these aspects .The advertisers use this basic appeal
and sell their products in the market.

Famous people and high appeals

• Successful people can endorsement a product to create faith in society.

• The presentation through photographs has to be appealing to the eyes as taste and smell
cannot be given

There are famous people in society, who can endorse product to sell in market. If there are
good players in sports like Virat Kohli or Dhoni or others doing well in market, can endorse
products and sell to a larger extent.
Sachin Tendulker is big brand celebrity, who can endorse anything. It goes to larger audiences,
because he is not only famous in India, but all over the world. His talent and commitment
towards sports has been incredible, over past years. His advice is taken seriously, by people.

So, famous people, who successful, not only in sports but are celebrities in their fields can
influence the audiences. Amitab Bhachan has invested years in industry. He can be a valuable
source to convince audiences because his commitment towards work is a proof of his sincerity.
People believe in his powerful values. The presentation of products can be enhanced, if appeals
are good. The color presentation schemes and photographs taken in beautiful way can enhance
the quality of advertisement.

Expert says
The option of knowledgeable people in the industry can appeal to the public or its validity as a
confirmation by

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 • Chefs
• Doctors
• Hospital
• Dermatologists
• Dentists

Many products are supported by expert advice. There are food experts, who have worked for
hotels and written books. The art of creating dishes can go a long way in endorsing brands,
related to food industry. The food channels are working on this concept. Sanjeev Kapoor is
working in industry and is also advertising Tata’s pulses and other brands. He is doing successful
business in the marketing of hotels. He is doing well, because he is in industry and knows about
nutrition.

There are medicated products; here doctor’s advice is essential to sell them. If the products are
related to skin problems, then dermatologist will suggest. The product can go a long way, to give
sales in market. Even dentist can recommend products, related to dental cosmetics to surgery or
dental beautification. It working well in market because this also has become an industry to
enhance the appeal of face

Special offers

• The special offers in form of coupons can attract the customers to engage and give
opinion for the product.
• Snob appeal- makes client different from everybody else's as product is only for few who
can afford and excel to pay.

The special editions of brands and products are given in special seasons. People wait for these
editions and offers, given by company. People buy, as they are die- hard fans of the brands and
want these offers to make their life beautiful. Sometimes company also relates to snob appeals.
It makes products for only special class of people, so there will be only limited edition.
The company has only hundred products, made of this brand. People who, are very elite and
ready to invest in these editions, can buy.
Many brands believe in this and try to make their brand successful luxury brands. They are able
to give better rates and satisfaction to the customers.

Humble approach and public concern

• The approach can be simple and realize with the impact on environment.
• Ecology and public service- products with less damage to environment are accepted by a
educated class and sensitive people

Sometimes brands become humble, because they want to give quality products to people. They
also want to be harmless to environment. Most of the packaging is replaced by paper. The
companies are not packaging their products in plastic and trying to give cloth or paper bags,
because this is bio degradable material, which will not put pressure on environment and these

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brand show the concern for the sensitizing the needs of public because earth is facing lot of
problems of pollution and ill health, which is generated by polluted environment.
This concern is shown by brands. They take social activities and also invest and make products
organic to look after health which is concern and pressure to environment.
The youth and happy family appeal is energetic in attracting a larger segment of society, happy
family appeal is concern for happiness. The youthfulness is energy, shown through sports, events
and energy which is shown through goal oriented approach of people
The happy family shows love and affection. It may be a concern for mother, child or love of
romantic or any relationship, which takes care of the other person. It may be teacher student
relationship, where a person is concerned about the marks of students. So any concern, which
shows for family of brothers and sisters . The institutions and organization is also a family unit,
where employers are looking after employees. Organizations are also used in family appeals. It
can go a long way in making people happy. Organizations and individual people stay connected.

Something new slogans humors

• Something special or new always attracts customers , new versions and models are
awaited by people
• Slogan jingle- soothing song or jingle can make products popular
• Humor – is a way to make people feel good about the product/company.

Humor also has come up as new segment of appeal, though it existed in society.
This appeal is very difficult to be used, because the company always needs to convey sincere and
committed feelings to people. When humor is used in appeals, it is even difficult for creative
people to display and not hurt any segments of society. To give products with a smile and always
adding new models and packaging, can make product attractive. When new products are given,
people easily accept so as to enhance value of their wardrobe and dressing. People always want
something creative in their products

Symbols

• The figures & sign can cross the barriers of languages and culture to make products
popular.
• Symbols give the recognition to a brand in all languages and among various cultures.

Symbols when advertised by products make them unique. The products can make valuable by
using appeal of symbols. It goes a long way in making product, a statement piece for possession.
The carry status of brand and brand itself becomes culture.
It crosses barrios of language, caste and religion and is accepted by all people without saying any
word. So symbols also convey lot of values associated with brands.

Statistics

• Statistics appeals the audiences through

• Numbers
• Comparisons

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 • Charts
• It speaks about their competency and impact on market share.

When people are dealing with financial products, they are dealing with investments. The
financial products are related to loan and investments. The audiences want comparison and
return for investments. To display competency, people have to take the aid of charts, trends and
figures which can give stake in market to speak about competency, because this product is
accepted by charted accountants and investors, who evaluate their products, before they buy.
This appeal is also popular in the financial segment of industry.

Summary

The appeals are diverse and impact human beings in a positive and negative way. The self
regulation is important for sponsors to design good appeals for the audiences
When investors are investing, in designing appeals, it can hurt audiences and can make them feel
happy also. It is regulation on sponsor to believe in positive values and look after children’s
health and mothers concern to give best to society
Thank you students