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g Appeal
Member :-
Bhumika Ratan
Jitendra Singh ()
Any paid form of non-
personal presentation
and promotion of
ideas, goods or
services through mass
media such as
magazines, television
or radio by an
identified sponsor
Advertising Appeal
Advertising is the method used by
business, companies and other
organizations to promote their
goods and services to the public.
The activity or profession of
producing advertisements for
commercial products or services.
Designed in a way so as to create a
positive image of the individuals
who use certain products.
Advertising agencies and
companies use diff erent types of
Aim of advertising appeals to infl uence the
Advertising purchasing decisions of people .
is to increase sales by showing these goods
and services in a positive light.

Internal media External media

It refers to those It refers to those media
media which reach which are present in
out to the customer the external
within their environment and
house/offices. unintentionally catch
Example : the customers
attention. Example :
Television Poster
Radio Transport Advertising
Newspaper and Bill Boards
magazine Flyers
Types of Advertising
1) Rational Appeal

2) Emotional Appeal

c) Fear Appeal

f) Positive Appeal

g) Negative Appeal

d) Humor Appeal

3) Moral Appeal
Rational Appeal
Rational or logical appeals : This type of advertising
focus on the consumers need for practicality and functionally
in a product.
These ads tell consumers , the benefits associated with the
purchase of a product.

Types :-
High quality appeals
Low price appeals
Long life appeals
Performance minted appeals
Easy to use oriented appeals
Rational Appeal
Example :

The Horlicks
advertisement below
shows the necessity of a
child to consume it in
order to grow tall, strong
and sharp.
Colgate "It cleans your
breath while it cleans your
Kya aapke toothpaste mein
namak hai ?
An emotional appeal is related
to an individuals psychological
and social needs for purchasing
certain products and services.
For example :
Types of Emotional Appeals :-
1) Fear Emotional Appeal - Fear has
been found to force individuals to to
break from routine and pay close
attention to the external world,
including persuasive messages .
Advertisers sometimes use
fear appeals to evoke this
emotional response and
arouse consumers to take
steps to remove the threat.
For example- Life Insurance
and sun screen lotion .
2 ) Positive Emotional Appeal

Positive emotions like- humor, love, care, pride, or

joy are shown in advertisements to appeal audience
to buy that product.
Pride Appeal - Micromax Unite 2 appeals to pride in
ones mother tongue.
Which provide 21 languages in one phone along with
the tagline Apni Matra Bhasha ki aazadi
3) Negative Emotional
This appeal includes fear, guilt,
and shame to get people to do
things they should or stop.
For example : Tobacco kills
4) Humor Emotional Appeal

Humor appeal causes consumer to watch advertisement,

laugh on it, andmost important is to remember
advertisement and also the product connected with humor.

For example-

Happydent - Happydent Wh ite Ad - Won Cannes Award

for Action,

Kit Kat - Dancing Babies Commercial,

Feviquick - Ad India vs Pakistan-Todo Nahi Jodo-Slow

Moral Appeals
Moral appeals are directed to the consumes sense of what
is right and proper. These are often used to exhort people
to support social and ethical causes.

Types of Moral Appeal are as follows:

Social awakening and justice :- e.g. boys freedom ,
satyamev Jayate
Cleaner and safe environment :- e.g. Satyamev Jayate
Season 2 Don't Waste your Garbage - Subtitled
Equal rights for women e.g. Deepika Padukone "My
Choice" Directed By Homi Adajania - Vogue Empower
Protection of consumer rights and awakening
Other Type of
Reminder Appeal - Advertising using reminder appeal
has the objective of building brand awareness.
For example- IPO, income tax, pulse polio awareness
Teaser Advertising
Teaser Advertising- Advertisers introducing a new
product often use this appeal. It is designed to
build curiosity, interest and excitement about a
product or brand. For example- Ponds ad of Saif &
Musical Appeals
Music can be used as types of advertising
appeals as it has a certain intrinsic value and
can help in increasing the persuasiveness of the
advertisement. It can also help catch attention
and increase customer recall.
The Idea- Honey Bunny jingle is in a very funny
voice and well rhymed. It is equal to a song, and
because of that customers register it easily.
Transformational Appeal- The
idea behind this appeal is that
it can actually make the
consumption experience
For example- Amway products
Comparison Appeal
Comparison Appeal- In this appeal a
brands ability to satisfy consumers is
demonstrated by comparing its features
to those of competitive brands. For
example- Tide & Surf.
Direct Appeal
Direct Appeals - Direct appeals
clearly communicate with the
consumers about a given need.
These extol the advertised brand
as a product which satisfies that
Indirect Appeal
Indirect Appeals- Indirect appeals
do not emphasize a human need,
but allude to a need.
Social Appeal:-
Social factors cause people to
make purchases and include
such aspects as recognition,
respect, etc.
. Bandwagon
This type of advertising appeal is meant
to signify that since everybody is doing
something you should be a part of the
crowd as well. It appeals towards the
popularity aspect or coolness of a person
using that particular product/service.
Here McDonald appeals to its customers
that they have served millions and
billions of customers. This encourages the
customers to try out McDonald product
Advertisements also use
statistics and figures to display
aspects of the product and its
popularity in general. This is
used to build confidence among
the customers for the product.
LOreal Paris Total repair 5
advertisement claims that 90%
of the Indian women trust their
The End