Breakout 2

ALKA
ADELINE
JIA WEI
01
Emotional Appeal
Aims to create an emotional connection with
the target audience.

This is done by appealing to their feelings,

values, and desires.

It is a powerful tool that can evoke positive or

negative emotions such as happiness,
sadness, anger, fear, or nostalgia.
Logical Appeal
Aims to persuade the target audience by using
factual and rational information.

This type of appeal is used to convince

consumers to make a purchase based on the
benefits and features of the product or service
being advertised.

It can be used to appeal to the audience's

logic, reasoning, and analytical thinking.
Nike "Dream Crazier"
The ad uses emotional appeal by celebrating the
accomplishments of these women and inspiring viewers to
"show the world what crazy dreams can do." Stirring music
and powerful images also create an emotional connection
with viewers.

At the same time, the ad uses logical appeal by showcasing

the performance benefits of Nike products. It highlights the
fact that Nike products are worn by top athletes, and the
high-performance gear enables them to achieve their
dreams.

Thus, the ad concludes with the tagline "It's only crazy until
you do it," combining emotional and logical appeals to
inspire viewers to pursue their dreams while wearing Nike
products.
 Find an example of a corporate executives who you feel is a good
02 spokesperson and discuss the reasons s/he is effective. Discuss the
pros and cons of a company using one of its top executives such as
founder, CEO presidents as an advertising spokesperson

Example: Jeff Bezos - Founder of AMAZON

Bezos was known for his focus on customer experience and
innovation, and he frequently appeared in interviews and other media

events to discuss Amazon's products and services.

Pros : Cons:

Credibility Personalization of the

Clarity of message brand
Media attention Limited availability
Legal and financial
risks
03 Pros and Cons of
Comparative Advertising
Pros Cons
Increased Brand Awareness Legal Risks
Improved Customer Negative Backlash
Decision Making Complexity
Competitive Advantage
Why High-ProfileCompanies like Apple,
Ford or Subway choose to use
comparative ads?

Competitive Markets
Brand Positioning
Consumer Education
Thank You