Fear Appeal

Fear is a powerful type of emotional appeal. It can get

people to take action because they want to avoid certain
consequences.
Therefore, fear is often used in corporate social
responsibility campaigns, like those against driving under the
influence, domestic violence, or air pollution.
Using strong visuals, ads can draw on hidden fears.
Some ads draw on personal fears, while others draw on a sense
of loss.
The fear appeal specifically appeals to a person’s fears
in order to encourage them to buy or act. The goal of the fear
appeal is to cause someone to fear an outcome or response if
they don’t buy a product or act in such a way as to reduce risk.
 Romantic Appeal
A sense of romance can take people back
to a nostalgic moment that evokes emotion.
Romance does not necessarily have to do
with relationships, but rather a sense of
powerful feeling that is inspiring and idealized.
A creative advertiser will link this feeling
to the product or service advertised.
this kind of appeal is not convenient to
advertise for any products or services.
 Emotional Appeals
Some emotions are positive. Think of
happiness, joy, interest, curiosity, excitement,
gratitude, love, and contentment.
These positive emotions feel good.

Negative emotions — like sadness, anger,

loneliness, jealousy, self-criticism, fear, or
rejection — can be difficult, even painful at
times.
The positive appeal stresses
the positive aspects of a product and
the positive gains for a person who
purchases the product.

Advertising messages, usually based

on imagery rather than information, which
attempt to achieve the advertiser's objectives
by evoking strong emotional feelings
(fear, anger, passion, etc) rather than by a
rational appeal.
 How to make successful use of
emotional appeals in advertising?
• Use your customers' language. Research the
age group and gender of your typical
audience, and then use that insight to write
your ads. Use words and a writing tone that
are likely to attract your typical customer.
• Address your customers directly. Use the
words "you" or "your" in your ads so that you
are speaking directly to them. You know what
we're talking about.
Example of negative emotional
appeal )‫(ضعف‬
 Bandwagon Appeal
• Appealing to people by making them feel like
everyone else is doing it.
The goal of the bandwagon appeal is to
make people feel like since everyone else is
doing something, they should to. It’s a
persuasion-by-numbers tactic. In such ads. we
use words like : “Every one has ------ (The
Product) , why not you?” .
Example 1 Endorsement ads.
Example 2 Endorsement ads.
Example 3 Endorsement ads.
Endorsement appeal in advertising
Endorsement appeals are incredibly
common in advertising and can be used for just
about any product or service. Endorsement
appeals are especially good when you have access
to a celebrity or credible person or organization
that is willing to publicly endorse the product or
service you are advertising.
It’s important to note, however, that while
celebrities and famous individuals appeal to
certain people, they often don’t appeal to
everyone.
Example of Endoresement appeal in
advertising
 Example of rational appeal in
advertising (Pictures-numbers-data)
Example of rational appeal in
advertising
Examples of rational appeals in
ads. 1-Rational appeal to a pain-
free existence.

2-Rational appeal to financial security.

3-Rational appeal to safety.
4-Rational appeal to product or service
differences.
 Psychology of rational appeals in
advertising (Solving problems)
In a world riddled with problems, advertisers
seek to show consumers that they have the answers.
Tylenol ad stress on relieving the pain .
Pantene discovered through its research that
women equated ideal hair with health, while
considering their own hair damaged. By emphasizing
health and its associated attributes of shine, Pantene
played up its ability to bring women closer to their ideal.
The larger the problem, the better, the Ad Cracker
experts say, because it will only emphasize the necessity
of the product as it comes to the rescue.