Fear appeal

Target audience: Humans

About the concept: Fear appeal is a persuasive message used by marketers to show the negative
outcome when people do not use the product. When marketers use this type of theory, they must be a
little careful on the extreme of showing fear factor. If the fear factor is on extreme side, it can backfire,
and people may not response to the ad saying it’s irrelevant.

Connection of concept with ad: the ad shown above is to instigate fear in people that this is high time to
take care of the environment. WWF (world wildlife fund) is working towards creating awareness for the
environment and animals' survival. Over the years, they have created ads that will instill fear and can
show some positive changes. In this ad, the depiction of fear can be shown through the line “Stop
climate change, before it changes you”. It’s giving us the sense of urgency that we must showcase
otherwise there can be serious repercussions. The face of the human is disfigured representing the
seriousness of issue and the bad outcome, if we did not take care of our environment.
Message: The ad shows the message pretty clear and concise with the one line written there. It's creative
and will draw attention of individual with the disfigured human face.
Colour: The direction in which the human is seeing is dark or void and there is tension on his face. This
clearly represents the unhappy situation that we can get into when we do not care for our environment.
Involvement: The involvement here required is huge and significant.
Attention: The advertisement catches attention with the message written loud and clear along with the
disfigured human face.
Appropriateness: This ad is appropriate for any kind of audience who is participating in making the
environment as clean as possible. The seriousness with which the ad has been creating is decoded by the
people in the same way.
Comparative ADVERTISING

Comparative advertising is a form of advertising where the company compares its product with its
competitor. This form of advertising is suitable for those companies who already has a good market
share and are among one of the leading companies. Now this type of advertising can backfire and work
in favor of the competitors also. It may lead to brand awareness of your competitor's product.

Connection of concept with ad: This ad of BMW is a comparative advertising where they are trying to
demean their competitors or showing themselves to be superior to competitors' product. This ad was
made particularly for the Halloween festival. The comparison can be shown with the line written “Now
every car can be dress up as its favorite superhero.
Message: The message that the ad is trying to show is clearly visible with the cover of BMW on the
Mercedes. The ad is showing the half logo of Mercedes.
Colour: With the comparative advertising we can see that there is no role of colour here. The blue and
white colour has been used with no significant meaning.
Involvement: The consumer involvement is high when purchasing a car and this ad is a treat for people
who loves BMW and for people who loves Mercedes.
Attention: This ad catches attention real quick because of the Mercedes logo covered half.
Appropriateness: this ad is appropriate for educated consumer because this ad can be understandable by
person who has some knowledge about company's logo.

Hedonic needs (https://timeandtidewatches.com/the-best-watch-ads-of-the-last-50-years/)

Target audience: Men

Hedonic needs: Hedonic needs are a step ahead of basic needs of people which is food, clothing and
shelter. It represents pleasure derived from certain products not based on functionality, but its
appearance and the experience derived after using it.

Connection of concept with ad: This ad does not show the functionality of the product, which is what
the watch stands for, but rather shows what will happen when you wear it, who wears it etc. This Rolex
ad focuses on the hedonic needs which is the one who changes the world wears it. In the above poster
you can see there is a person in formal dress and mikes pointed towards him representing the image of
a person who is addressing the people and is highly motivated. The image indirectly tells that this
product is the choice of people who aspire to become something.

Message: The message that it is trying to tell is clear from the one of the lines of the write up “There are
people who believes that the world moves forward on the back of inspiration and ideas”.
Colour: the background colour is green which represents prosperity and progress. This is in line with the
message that they want to convey.

Involvement: The product requires high involvement and is a one-time investment.

Attention: The style and tone of writeup is such that the buyer who likes to influence people and inspire
ideas should purchase this type of product.

Appropriateness: The target audience is the men who aspires to become future leaders. Rather than
focusing on functionality, the ad is targeting on how it’ll enhance personality

Utilitarian needs:

Target audience: Women

Concept: The ad that shows Utilitarian needs talks about the functionality, practicality, usefulness of the
product and explains all the features of the product that a buyer should know. This type of product
basically adds ease to everyday life. It is bought with little or no emotional or sensory attachment.

Concept in relation to ad: This old ad of Hamam soap has women as its target audience because as per
old belief, generally women are the one who take care of family or who buys the basic everyday
products. The ad shows an adult and a baby signifying that soap is suitable both for baby and adult. In
the poster, the baby is touching the cheek of his mom which signifies the softness it brings, and the
happy faces signify their satisfaction with the product. The image of a baby coming out of shower itself
instigates a feeling of freshness.
Message: The message that Hamam is trying to convey with this ad is loud and clear through the picture
and the writeup.

Colour: As this is an old ad there is a use of monochrome color which is brown and black.

Involvement: The product has low involvement but it's showing the USP the Hamam product has which
differentiates it with other products.

Attention: The writeup describes the features of the product, for example freshness, fragrances etc.

Appropriateness: This ad is appropriate for middle class housewives as can be noticed through the
women shown in the ad.

Classical conditioning

Concept: Classical conditioning theory given by Ivan Pavlov refers to a change in behavior of living beings
when they go through learning phase. In this theory there is three stages that a person goes through,
the first is Before conditioning then during conditioning and later after conditioning. At first the
unconditioned stimulus is presented which results in unconditioned response from the people. Then
again, a neutral stimulus is given which results in no response. Now both unconditioned stimulus and
neutral stimulus are combined, and conditioned stimulus is formed where first neutral stimulus is given
and then the conditioned stimulus. This leads to unconditional response from the people. At last, there
is after conditioning stage where the neutral stimulus is removed, and only conditional stimulus is given
which results in conditioned response. This theory is used by marketers where they show a neutral
stimulus like famous celebrities with conditioned stimuli to generate after conditioning response when
the buyer purchases it.

Concept in relation to ad: The above ad of green tea has shraddha Kapoor who is fit and slim. Now here
the marketer has beautifully used Shraddha Kapoor to describe the functionality of the product. There is
neutral stimulus shown to buyer which depicts that if a consumer consumes this product, they will
become slim and fit and glow as Shraddha Kapoor. With continuous showing this ad, the buyer will
always think that Green tea is good for health and will reduce weight. Now whenever they buy this
image will pop up in their mind.
Message: The message that it tries to convey is clear with the focussed image shown of Shraddha Kapoor
as well as with the write up.

Colour: The ad has its background as green in color, shown to associate the freshness and naturality of
the product. The dress worn by the celebrity is tank top pointing out the relevancy of drinking this tea
before or after workout.
Involvement: This is a low involvement product where buyer can purchase any brand’s green tea. To
differentiate and position its credibility, the marketer has used shraddha Kapoor in this ad.
Attention: This type of ad will draw the attention of weight conscious consumer as well as women who
takes care of their skin.

Appropriateness: The ad is appropriate for women who wish to lose weight.