Chirag Kumar Vegad

20140121102
Sec - B

Different Types of Advertising Appeals

Emotional
In emotional appeal of advertising, customers social or psychological needs for purchasing a product or
service are targeted. The advertising appeals to emotions of customers where rational differentiations in
the appealing to them are difficult to bring out. They work quite well because they reduce the price
sensitivity and strengthen the brand equity. They even continue to work well in times of economic
slowdown because of this feature.
Eg: The Thai Life Insurance ad. (https://www.youtube.com/watch?v=8Wvcraiaa7A)
It appeals to the emotion of people which enables them to care for people around them, thus thinking
on the proposition of a life insurance policy which can benefit the loved ones of any individual.

Rational
The advertise aims at targeting the rational part of an individual whereby it indulges and influences the
decision making process in purchasing the product show. The benefits of the product; practical,
functional and utilitarian needs are shown in a series of events which help the consumer understand
what the advertisement is portraying. Ads might use appeals in the form of Feature appeal, competitive
advantage appeal or favorable price appeal depending upon the value to be delivered to the consumer.
New Sensodyne India Commercial - ( https://www.youtube.com/watch?v=tHvlNLGYwW8)
This is a rational based ad which tends to be informative and the advertiser used this ad to convince the
consumer that this product has a specific attribute that satisfied their needs.

Humour
Advertisements having a humorous appeal to the consumers tend to have a very good recall factor for
the brand because they hold and attract the attention of the target audience intently. But the humorous
ads may wear out faster than serious appeal if seen or heard repeatedly which is known as wearout of
the ad. Humor has been successfully prevalent in the low involvement feeling products than the high
involvement thinking products. Humor ads do not often elicit credibility and do not effectively result in
better sales but it works wonders if related to the correct product.
Chloromint Ad (Dubaraa Mat Poochhna) - (https://www.youtube.com/watch?v=6DafkaZLfKc)
A low involvement, impulsive buying categorized product has a high brand recall due to this ad.

Moral
These ads appeal to the judgment of the people which are right and wrong. These are often used to
exhort people to support social and ethical causes. Some types of moral appeals are Social awakening

and justice, Cleaner and safe environment, Equal rights for women, Prohibition of drugs and intoxication
etc which bring out a positive desirable outcome from which he thinking of the society is affected.

Jago Grahak Jago - (www.youtube.com/watch?v=pTCr9wGJ4NQ)

This ad appeals the public to be socially aware of the pricing of products and services by the companies
which would enable and empower the consumer to know their rights to redressal if they are cheated.

Fear
It is an emotional response to any threat or danger that a person experiences. Ads sometimes use these
characteristics to evoke such a response such that the individual takes steps to remove threat. Fear
appeals have both facilitating and inhibiting effects. A low level of fear has facilitating effect and a high
level of fear has inhibiting effect which results in persuasion of an audience member to concur to
emotionally blocking the message it is trying to put forth.
Stop Smoking Commercials (Itna tar apko bimar bana sakti hai) (https://www.youtube.com/watch?v=Mq8lXn0N3FY)
The fear of the powerful imagery aims to strike fear into the minds of the tobacco and nicotine
consumers and tries to dissuade from not using them.

Sex
Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can
result in strong feelings about the advertisement. It can also result in the product appearing interesting.
However use of sex in types of advertising appeals can have a boomerang effect if it is not used
carefully. It can interfere with the actual message of the advertisement and purpose of the product and
can also cause low brand recall. If this is used then it should be an integral part of the product and
should not seem vulgar. The shift should be towards sensuality.
Katrina Kaif's Slice new Aamsutra Ad (www.youtube.com/watch?v=LKDrzCgST00)

Slice of life
Positive mood states and feelings created by any advertising can have a favorable effect on customers
evaluation of brands. A slice of life ad can resonate very well with the consumers of being a part of their
lives and hence they would feel closer to their product. The ad attempts to portray a real-life situation
involving a problem, conflict or situation consumers may face in their daily lives. Slice-of-Life ads depict
common situations that the target audience may find themselves in and shows how the product can
help. These ads may also be called Problem Solution or Product as Hero ads. Slice-of-life executions are
also becoming very common in business-to-business advertising as companies use this approach to
demonstrate how their products and services can be used to solve business problems.
Cadbury Dairy Milk ad- Kya swaad hai zindagi me (www.youtube.com/watch?v=JtDrbot0CnM)