AD APPEALS

PRESENTED BY:

BUSHRA SHARIQUE
AMMAR AHSUN
AFROZE SUMAIRA
 Advertising
• Paid, non-personal communication
through various media by business firms,
not-for-profit organizations, and
individuals who are identified in the
advertising message and who hope to
inform or persuade members of a
particular audience

• Types of Advertising
– Product Advertising
– Institutional Advertising
 Appeals
A quality that makes something
desirable or likeable.
 What is an Advertising
Appeal?
• Refers to the approach used to attract
the attention of consumers and/or to
influence their feelings toward the
product, service, or cause.
• Something that moves people, speaks
to their wants or need, and excites
their interest.
• The underlying content of the
advertisement “movie script”.
The use of ailments,
diseases and painful
experiences.

Product, as a solution,
removes the “Agony”
Focus on a feeling of pain,
discomfort or restlessness.

Product presented as a
solution of all the problems.

The idea or the concept should

be strong and supportive.

A comic element can enhance

the perception.
The use of
unpleasant
or annoying
ads.
Use of
comedy
scenes to put
viewers in
favorable
mood
Used in 30% of all advertisements.
Excellent at capturing attention.
Best clutter-breaking tool
Score high in recall tests.
Humor is more effective with existing products
than with new products.
Humor is more appropriate for low-
involvement products and feeling-oriented
products than for high-involvement products.
Should be related directly to customer benefit.
Or else, the joke can overpower the message.
 The use of negative
reinforcement and appraise
the likelihood that the threat
will occur
 Increases viewer interest in the ad
and the persuasiveness of the ad.
Used with health and beauty products,
idea marketing, insurance.
Most experts believe that a moderate
level of fear is most effective.
Slice of Life (SOL)
appeals focus on
“real-life” situations
with which the
viewer can identify
 The use of
celebrity
spokespeople to
try to boost the
effectiveness of
an advertising
message
 Association of image of the

product with Celebrities.

Improves product recognition.

It makes the reader or viewer feel

like the product is worth having,

because an authority figure says so.

This makes the
reader or viewer
feel that he or she
will become more
desirable if he or
she buys this
product
 Nudity or partial nudity
Sexual suggestiveness
Sex and nudity do increase attention.
Rated as being more interesting.
Often leads to strong feelings about
the advertisement.
Brand recall is lower.
Often interferes with message
comprehension
Be careful sex does not overpower
advertisement.
Consider shifting to more sensuality.
 The use of words and
images to influence the
behaviors operated by
subconscious.