5.

The Personal Appeal

Personal appeal advertising connects with people on a human level, using a variety
of emotions. These ads usually have to do with family or other human-to-human
interactions.

The personal appeal is a good choice for humanitarian organizations trying to get
people to donate to their cause.

The example below shows a campaign from Feed SA, a non-profit organization
that operates food programs in South Africa.

By pasting images of impoverished children on the bottom of shopping carts, they

helped raise awareness about world hunger through empathy.

The words on the cart handle read, “See how easy feeding the hungry can be?”