DIFFERENT

APPEALS USED IN
PAKISTANI TV
ADS
Subject : advertising and PR
Submitted By: iqra
Roll no: 1003
Different appeals Used in pakistani tv ads
■ Introduction
The advertiser selects the advertising appeal that will attract the
attention of the audience most effectively. In other words it can
be said that Advertising appeals are designed so as to creating
a positive image of individuals who use the products.
Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decision of the
people. Similarly in Pakistan, Advertising agencies and
companies use different kinds of appeals to influence the public
towards purchasing their products. 
1. Pepsi and Umar Gul
Made for Cricket…
In this ad, the former
cricketer Umar Gul is
happened to play Balling but
after drinking Pepsi he used
to play Cricket well…
Appeals Celebrity, Humor
This is the ad of
Dulux paint in
which they used
color appeal
 The Endorsement Appeal
Brands often partner up
with celebrities to give
their products more
credibility. But remember,
endorsements work only if
the celebrity is loved by
your target audience.

In this ad they use celebrity

appeal to sale their products
The Emotional
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.
This is the ad
of olper milk
in which they
used nature
and Cultural
appeal
Adventure Appeal; Mountain Dew Ad

The ad creators of
Mountain Dew do full
justice to their marketing
strategy. They create ads
which make use of
extreme sports and how
this product helps to
eliminate fear and provide
courage and energy to its
consumer. 
Fear appeal

This ad uses
the approach
of targeting
the audience
by making
use of fear
•Emotional Appeal; Shan Commercial Ad

This ad released
in 2018 targeted
the pathos
appeal by using
their slogan
#OneBiryaniOn
eFamily.
Brand Appeal
The brand appeal allows companies to sell their products for higher cost due to
consumers wanting to reach a higher status level that can only be achieved by
wearing or using the brand. This product has nothing to do with quality and
everything to do with perception.

Take Starbucks for

example. Everyone wants
to be a part of the
exclusivity that the logo
carries. One’s status rises
when drinking Starbucks,
rather than an off brand of
coffee.
 The target audience for
Youth appeal the youth appeal is
actually the older
generation. But
advertisers will use actors
who are much younger
than that target audience.
The advertisers want the
consumer to feel younger
and more energetic, and
they lead us to believe
that this can happen by
using their product
Humor appeal
Humor appeals make
consumers laugh and
create an emotional link
with the product. It is a
proven appeal type for
grabbing attention.
When consumers find
something humorous, it
has value because is
causes them to watch,
laugh and, most
importantly, remember.
Competitive Advantage appeal

Competitive
advantage appeals
make either a direct
or indirect
comparison to
another brand and
usually claim
superiority on one
or more attributes.
This is also known
as comparative
advertising.
Rational or logical appeals focus on the consumer’s need for practicality and
functionality in a product. Advertisers relay this message by focusing on product features
and cost

An automobile
advertisement
focuses on gas
efficiency,
mileage and
prices to reach
consumers who
want a cost-
efficient, reliable
vehicle.