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APPEALINGTOEMOTION

Emotional appeals are the most common appeals utilized by marketers. This type of appeal
targets a consumer’s emotions and influence consumer engagement. Anytime a marketer can
get a consumer to identify with the situation, especially through emotion, the percentage of
conversion (purchase) increases dramatically.

Simply stated, the idea of using an emotional appeal is to relate to the individual’s
psychological and social needs for purchasing a product or service.

Emotional appeals include:

· Personal appeal-Focused on emotions centered around the need for love, joy, self-
esteem, happiness, safety, and family well-being

· Social appeal-Focused on the individual need for recognition, respect, involvement,

affiliation, and status

· Fear appeal-Focused on individual needs based on fears….fear of loss of health,

safety, and beauty

· Humor appeal-It is proven that “humor” sells, because of attention, association, and
memory recall is improved through an engaging humorous message

Other common types of appeals include sex appeal, music appeal, scarcity appeal, brand
appeal, adventure appeal, endorsement, romance appeal and others.

The next step in using a specific appeal is to determine the executional styles for
advertising. This is critical to get correct and has to be aligned with the type of appeal.

Executional styles include:

· Lifestyle: One of the most successful, relevant current strategies—Shows “how” the
product or service will “fit” perfectly into the consumer’s lifestyle or raise their convenience
or quality of life. This format can be associated with personal appeal, causing the
consumer to desire the lifestyle they see others in the advertisement experiencing, because
they have the product depicted. If a consumer cannot “see” and “feel” the benefit of
product/service to them, the sale will not happen. Lifestyle “shows” the consumer “how”
and creates an aspiration for the offering. (i.e. A beautiful set of new lawn furniture being
enjoyed by a family).

· Slice-of-Life: Another successful style, usually associated with social appeal, depicts
people in a normal setting enjoying life because of a certain product or service. This style is
aimed at creating an attachment to an offering through showing how “they” could enjoy a
slice-of-good-life if they were to engage in the offering. (ie. An advertisement depicting a
luxurious cruise.)

· Spokesman/Testimonial/Endorsement: Having celebrities or experts explain a

product is often a way to have a consumer gain trust in a brand. However, trust has to be
authentically created and not just a paid voice that is not behind the brand. Consumers
today are smarter than ever and loyalty and trust cannot be bought, only earned.

· Fantasy: Creating a fantasy around a product and what it can do for a consumer often
aligns well with a social appeal-the need to identify with something bigger than oneself.
(i.e. The status of having a sports car with the fantasy of a beautiful women being impressed
by it.)

· Humorous: Aligns directly with the humor appeal to engage a consumer in something
that is funny and memorable. More than 30% of advertisements utilize humor for greater
success.

Other execution styles include musical, scientific, mood/image.

Overall, being creative is very important, but before one can be creative in the right
direction, the purpose of the campaign and the target audience needs to be determined.
From there, an appropriate type of advertising appeal and execution style will provide
creative direction. The funniest message in the world may not have the effect desired if it
does not evoke the right emotional recognition of a need and appeal to the person who
“sees” the advertisement.

Presented by Sabrina Pack-SkyWest Media

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