Advertising Appeals

Vijay Kumar Reddy PV

Asst Professor
KL University
Introduction

 Advertising appeals aim to influence the way consumers view themselves

and how buying certain products can prove to be beneficial for them. The
message conveyed through advertising appeals influences the
purchasing decisions of consumers.
 Advertising appeals are designed in a way so as to create a positive image
of the individuals who use certain products. Advertising agencies and
companies use different types of advertising appeals to influence the
purchasing decisions of people.
Emotional Appeal

 An emotional appeal is related to an individual’s psychological and social

needs for purchasing certain products and services. Many consumers are
emotionally motivated or driven to make certain purchases. Advertisers
aim to cash in on the emotional appeal and this works particularly well
where there is not much difference between multiple product brands and
its offerings. Emotional appeal includes personal and social aspects.
◦ Personal Appeal
Some personal emotions that can drive individuals to purchase products
include safety, fear, love, humor, joy, happiness, sentiment, stimulation,
pride, self esteem, pleasure, comfort, ambition, nostalgia etc.
◦ Social Appeal
Social factors cause people to make purchases and include such aspects as
recognition, respect, involvement, affiliation, rejection, acceptance, status
and approval.
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Emotional Appeal
Rational Appeal

 Rational appeals aims to focus on the individual’s functional, utilitarian or

practical needs for particular products and services. Such appeals
emphasize the characteristics and features of the product and the
service and how it would be beneficial to own or use the particular brand.
Print media is particularly well suited for rational appeals and is often
used with good success. It is also suited for business to business
advertisers and for products that are complex and that need high degree
of attention and involvement.

Ba n d w a g on Ap p e a l
This t ype of advert ising appeal is m eant t o signify t hat since everybody is
doing som et hing you should be a part of t he crowd as well. It appeals t owards
t he popularit y aspect or coolness aspect of a person using a part icular product
or service
Rational Band Wagon
Fear Appeal

 Fear is also an important factor that can have incredible influence on

individuals. Fear is often used to good effect in advertising and marketing
campaigns of beauty and health products including insurance.
Advertising experts indicate that using moderate levels of fear in
advertising can prove to be effective.

H um or Ap p e a l

Hum or is an elem ent t hat is used in around 30% of t he advert isem ent s.
Hum or can be an excellent t ool t o cat ch t he viewer’s at t ent ion and help in
achieving inst ant recall which can work well for t he sale of t he product .
Hum or can be used effect ively when it is relat ed t o som e benefit t hat t he
cust om er can derive wit hout which t he joke m ight overpower t he m essage.
 Fear Appeal Humor
Appeal
Music Appeal
 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 capture attention and increase customer
recall.
Sca r cit y Ap p e a l


Scarcit y appeals are based on lim it ed supplies or lim it ed t im e period for

purchase of product s and are oft en used while em ploying prom ot ional t ools
including sweepst akes, cont est s et c.

M a scu lin e Fe m in in e Ap p e a l
Used in cosm et ic or beaut y product s and also clot hing. This t ype of appeal
aim s at creat ing t he im pression of t he perfect person. The m essage is t hat
t he product will infuse t he perfect ion or t he st at ed qualit ies in you.

Br a n d Ap p e a l
This appeal is direct ed t owards people who are brand conscious and wish t o
choose part icular product s t o m ake a brand st at em ent .
Scarcity Appeal Masculine
Appeal
Snob Appeal
 This appeal is directed towards creating feeling of desire or envy for products that are
termed top of the line or that have considerable qualities of luxury, elegance
associated with them.
◦ Ex: Onida

Ad ve nt u r e Ap p e a l
This appeal is direct ed t owards giving t he im pression t hat purchasing a product
will change t he individual’s life radically and fill it wit h fun, advent ure and
act ion.
Ex: Tat a Safari

Le ss t h a n Ap p e a l
Advert isem ent s oft en t ry t o influence people t o m ake cert ain purchases by
point ing out t heir inadequacies or m aking t hem feel less perfect and m ore
dissat isfied wit h t heir present condit ion. These t ypes of advert ising appeals
are used in cosm et ic and healt h indust ries.
Ex: Pepsodent Ad
Youth Appeal
 Advertisements that reflect youth giving aspects or ingredients of products use
these types of appeals. Cosmetic products in particular make use of these
appeals.
◦ Ex: Yahoo

Play on Words
Advert isem ent s also m ake effect ive use of cat ch phrases t o convey t he
m essage. Such appeals help in brand recognit ion and recall and can be
quit e popular wit h t he yout h in part icular.
Ex: Radio Mirchi’s “ It s Hot ”

Statistics
Advertisements also use statistics and figures to display aspects of the product and its
popularity in particular.

Plain Appeal
These advertisements use every day aspects of life and appeal to ordinary people
regarding the use of a product or service.
Ex: Toiletries & Kitchen Wear