Advertising appeals are communication strategies that marketing

and advertising professionals use to grab attention and persuade

people to buy or act. In rhetorical theory, the idea of an “appeal”
dates back to Aristotle, who identified the three main appeals of
communication (also known as the rhetorical triangle): ethos,
pathos, and logos, or, in modern language, credibility, emotion,
and logic. The idea was that, if you can establish yourself as
credible (ethos), for example, you are more likely to persuade
people. Likewise, if you tugged on your audience’s heartstrings
(hit their emotions, pathos) or presented a logical argument
(logos), you could persuade people to act. In other words, you
(or your communication) appealed to people because you were
credible, you affected their emotions, or you made logical sense.
Marketing and advertising gurus have been using appeals for as long as
marketing and advertising have been a thing. Consider celebrity
endorsements, which are prime examples of applying ethos, or the
credibility/endorsement appeal. If you see an image with Jennifer Aniston
holding a bottle of Smart Water, you are being appealed to by Aniston’s
credibility (or, at the very least, her notoriety). If it’s good enough for her, the
advertisers hope you’ll think and feel, then it’s good enough for the consumer
who respects and adores her.

But modern-day advertisers didn’t stop at just the three appeals, as Aristotle
did. While credibility, emotion, and logic in many ways do summarize the
three broad ways in which people are persuaded, advertisers get much more
specific in order to target their marketing communications approaches.
Understanding the available appeals in marketing and advertising will put you
in a position to be more creative, more persuasive, and ultimately more
effective in your marketing and business communications.
 Bandwagon Appeal
The bandwagon appeal is one of roughly twenty
advertising appeals that marketing professionals
use to persuade people to buy a product, pay for a
service, donate to a cause, or otherwise be
persuaded. The Bandwagon Appeal attempts to
persuade people by making them feel that a
product or idea is popular and that everyone else
is doing it. The idea of the Bandwagon Appeal is to
make people feel like they’re missing out or falling
behind if they don’t join the crowd and be a part
of the trend.
Musical Appeals
Music can help to capture the attention of a listener because music is
often linked to emotions, experiences, and memories, grabbing the
attention of those not previously engaged. The use of musical appeals
allows for a connection between the product or service and a catchy
jingle or piece of music. As an example, Nationwide Insurance uses the
well-known 'Nationwide is on your side' jingle as an appeal. And since
these musical memories are often stored in the long-term recall areas of
the brain, many consumers remember the jingles for extended periods of
time. The selection of music can involve an already familiar tune or can
involve the creation of an original composition specifically for the ad.

BRAND APPEAL
Appealing to people who are brand-conscious and have certain
proclivities towards brands. The goal of the brand appeal is to make
people buy a product because the brand itself is a statement that the
person hopes to associate with.
 Adventure Appeal
Appealing to a person’s sense of adventure and
excitement. The goal of the adventure appeal is to
make people feel like the excitement, action,
entertainment, and sense of adventure will be
enhanced if they purchase or use a product or
service.

Masculine/Feminine Appeal
Appealing to a person’s desire to be the perfect man
or woman. Often used in clothing and beauty
products, the goal of the masculine/feminine appeal
is to make people feel if they use a product or
service, then they are more attractive, stronger, or
any other characteristic commonly associated with
their gender.
Plain Appeal
Appealing to people by making
something seem ordinary or plain.
The goal of the plain appeal is to
persuade people that a product,
service, or idea may not be as
strange or radical or extraordinary
as people thing, but rather that it is
normal and common.

Rational Appeal
Appealing to a person’s logic and
evaluative reasoning. The goal of
the rational appeal is to make
people feel like they need
something because it makes sense
and seems necessary.
Youth Appeal
Appealing to a person’s desire to feel
younger. The goal of the youth appeal is
to make people who may otherwise feel
old, out of shape, and less physically
able than they were as youth to buy a
product or service that will help
rejuvenate their physical and emotional
selves.

Statistics Appeal
Appealing to people’s obsession of and
trust in numbers. The goal of the
statistics appeal is to use numbers and
data to persuade people that what you
have to say or what your product does
is accurate, and research-based.
Romance Appeal

The goal of the romantic appeal

is to make people feel like they
will be more attractive, more
desirable, and more likely to get
the person of their dreams if
they use a certain product or
take certain actions.

Scarcity Appeal
Appealing to people by making
them feel that something will
run out soon or is about to end.
The goal of the scarcity appeal to
make people feel that they need
to hurry or they will be left out.
Everyone else is doing it and you
may lose your chance.
Snob Appeal

Snob appeal refers to the qualities or attributes of a

product that might appeal to a consumer with
"snobby" tastes. It may refer to the actual product
itself or the exclusivity the consumer could
potentially experience as a result of owning the
product that is being advertised.

The Play-on-Words Appeal

The Play-on-Words Appeal uses creative use of
language and visual metaphors to intrigue and
please audiences.
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https://www.ispot.tv/ad/dX7r/starbucks-
peppermint-mocha-holiday-magic-in-the-night
Starbucks was founded by Jerry Baldwin, Gordon Bowker, and Zev Siegel, opening its first store in 1971
across the street from the historic Pike Place Market in Seattle. The three Starbucks founders had two
things in common; they were all coming from academia, and they all loved coffee and tea. They invested
and borrowed some money to open the first store in Seattle and named it “Starbucks” after the first mate
in Herman Melville’s classic novel Moby Dick.

Alfred Peet, a coffee-roasting entrepreneur, was a major inspiration to the founders of Starbucks. Peet
was a Dutch immigrant who had begun importing fine arabica coffees into the United States during the
1950s. In 1966 he opened a small store, Peet’s Coffee and Tea, in Berkeley, California, that specialized in
importing first-rate coffees and teas. Peet’s success encouraged the Starbucks founders to base their
business model on selling high-quality coffee beans and equipment, and Peet’s became the initial supplier
of green coffee beans to Starbucks. The partners then purchased a used roaster from Holland, and
Baldwin and Bowker experimented with Alfred Peet’s roasting techniques to create their own blends and
flavours.
Starbucks offers a range of exceptional products that customers enjoy in our
stores, at home, and on the go.
Coffee: More than 30 blends and single-origin premium coffees.

Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages,

Iced Coffee, Cold Brew, Nitro, Frappuccino® coffee and non-coffee blended
beverages, Starbucks Refreshers® beverages, and Teavana® teas.

• Espressos are made by forcing steamed water through ground coffee.

• Frappuccinos contain coffee, ice, milk, whip cream and flavoring syrup.
• Cappuccinos have espresso, hot milk and steamed milk foam.
• Macchiatos contain coffee, ice, milk, vanilla syrup and often caramel sauce.
• Lattes are made with espresso, steamed milk and milk foam.

Merchandise: Coffee- and tea-brewing equipment, mugs and accessories,

packaged goods, books and gifts.

Fresh Food: Baked pastries, cold and hot sandwiches, salads, salad and grain
bowls, oatmeal, yogurt parfaits and fruit cups.
Print Media
Newspapers is a top choice that Starbuck’s uses. As its target market is mostly educated
white collar workers that livein a more upscale areas, it is inevitable that most of them read
newspapers on a daily basis. By advterising vianewspapers, Starbuck’s is able to reach out to
a wider market.

Outdoor Advertising
This type of advertising include different media like posters, placards, electric displays or
neon signs, sandwichmen, sky writing, bus, train and tram advertising. This is also known as
‘Mural advertising’. The main aim of outdoor advertising is to catch the attention of passerby
within twinkling of an eye.

Television Advertising:
This is the latest and the fast developing medium of advertising and is getting increased
popularity these days. It is more effective as compared to radio as it has the advantages of
sound and sight. On account of pictorial presentation, it is more effective and impressive and
leaves ever lasting impression on the mind of the viewer. Another strategies would be radio.
To maximize itseffects, the advertisements are often played early in the morning when the
target market goes to work in their vehicles
 APPEALS USED BY STARBUCKS
Snob Appeal:Snob appeal refers to the qualities or attributes of a product that
might appeal to a consumer with "snobby" tastes.

Emotional Appeal: First off, we see the red background, and the fairly large black
and white quote. Going into the quote, “Your favorite holiday is back and so are
your favorite drinks” it pulls you in depending on your emotions towards
Christmas and the holidays. It also plays with an individual’s perspective of
Christmas and his or her connection towards it, in other words, personal
preference. Starbucks addresses this emotion by employing the term “favorite.” It
is widely assumed that Christmas is the jolliest holiday and season of the year.
Many songs, dreams, and stories are related to the “magic” of Christmas.

Color Appeal: Along with the emotional appeal, we are simultaneously impacted
with the graphical aspects of the advertisement. This includes the color,
arrangement, font, and images. The background is dominantly red with different
shadings of red used to establish the borders of the cups and create holiday
related images such as snowflakes. Along with the red coloring, the color beige is
also used to illustrate snow on the cups and to label the types of beverages being
promoted. On one of the cups we see the notorious Starbucks logo in its original
green and white color, making it clear that this is one of their advertisements.
CONSUMER`S SURVEY SAMPLE
DEALER`S SURVEY SAMPLE
 GRAPHS FROM THE SURVEY
CONDUCTED
FROM THE SURVEY CONDUCTED I HAVE
FOUND OUT THAT MOST OF THE STARBUCKS
CONSUMERS PURCHASE THE PRODUCT ONCE
IN A WEEK.THERE ARE OFFICE GOERS AND
UNIVERSITY STUDENTS WHO PURCHASE
STARBUCKS ON A DAILY BASIS.SOME
CONSUMERS ALSO BUY THE PRODUCT ONCE
IN A MONTH OR ONCE IN A YEAR.
FROM THE SURVEY CONDUCTED I HAVE
FOUND OUT THAT MOST OF THE STARBUCKS
CONSUMERS PURCHASE THE PRODUCT ONCE
IN A WEEK.THERE ARE OFFICE GOERS AND
UNIVERSITY STUDENTS WHO PURCHASE
STARBUCKS ON A DAILY BASIS.SOME
CONSUMERS ALSO BUY THE PRODUCT ONCE
IN A MONTH OR ONCE IN A YEAR.
STARBUCKS SATISFIES THE NEED OF MOST OF
THE CONSUMERS FROM WHOM THE SURVEY
WAS CONDUCTED HOWEVER SOME OF ITS
CONSUMERS ARE PARTIALLY SATISIFIED AND
SOME ARE NOT AT ALL SATISFIED.
MOST OF THE CONSUMERS OF STARBUCKS
DISLIKE THE PRODUCT BECAUSE IT’S NOT VERY
AFFORDABLE WHEREAS SOME CONSUMERS
HAVE OTHER REASONS FOR NOT LIKING THE
PRODUCT.
GRAPHS FOR THE DEALER`S SURVEY