1.1.3 Advertising Appeals.pptx

Different ad appeals

1. DISCOVER . LEARN . EMPOWER Advertising Appeal UNIVERSITY INSTITUTE OF MEDIA STUDIES BAJMC CREATIVE ADVERTISING & REPUTATION MANAGEMENT 21JMT-316 Prepared by- Sherin P Shaji 1

2. CO Number Title Level CO1 To provide Basic understanding about appeals used in advertising. Remember CO2 The focus will be Understanding about importance of appeals in advertising. Understand   Topic’s objectives to be covered in this video lecture : Topic’s outcomes to be covered in this video lecture: CO Number Title Level CO1 Students will be able to learn the different appeals of advertising Understand CO2 Students will be able to learn importance of appeals in advertising Understand   2 https://www.marketing91.com/advertising-appeal/

3. Contents Meaning of Advertising Appeal Types of Advertising Appeals Essentials of Good Ad Appeal 3

4. 4 Appeals Means – Make a serious, urgent, or heartfelt request. Definition Advertising appeal is defined as strategies for grabbing the attention of people to persuade them to purchase your product or service. The approach can be a marketing or advertising strategy. Many advertisers commonly use appeals to influence their customers. It is also used so that people can support a cause. Appeals are customized for the target audience, and they speak to the interests of individuals and in their words or interest. The primary purpose is to entice them to take the action that is desired by the seller. Appeals

5. 5 Logical appeal- an appeal based on logic or reason. Logical appeals use devices such as statistics, facts, research and reason to persuade the audience. Types of appeals https://thevisualcommunicationguy.com/business-communication/advertising-appeals-overview/

6. 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. These ads tell consumers the benefits associated with the purchase of a product. The advertiser then provides proof to back up the claims. An automobile advertisement focuses on gas efficiency, mileage and prices to reach consumers who want a cost-efficient, reliable vehicle. Household appliance manufacturers may place emphasis on features that lower home utility costs and protect the environment. Printed and business-to-business advertisements are better suited for rational appeals. 6 Rational

7. An appeal based on emotion. Emotional appeals use literary devises such as imagery, sound devices, figurative language, and connotative diction to appeal to the audience's emotions and feelings Examples: baby care products. Emotional Appeal 7

8. Fear Appeal 8

9. Fear appeals focus on the negative outcomes that can happen because of an action or inaction. Advertisers use fear appeals to promote an immediate behaviour change such as eating healthier or not smoking. Another fear tactic involves isolation. People will purchase a product to avoid isolation from others because of bad hygiene. Deodorant and toothpaste ads often employ this tactic. Government agencies appeal to an individual’s fear of death or incarceration to prevent drinking and driving. Fear appeals work when the recommended action is specific, effective and plausible. For example, ads geared toward smokers can be ineffective if the person does not believe quitting is within reach. 9 Fear Appeal

10. Humour appeals make consumers laugh and create an emotional link with the product. A well-executed humour appeal enhances recollection, evaluation and the intent to purchase the product. Advertisers link the product with the humour. For ex, a humorous insurance ad hits the mark when the humour shows the consumer why having insurance is beneficial. Using humour at the expense of one group may lead to resentment. Senior citizens may resent a product that portrays them as grumpy, while women may refuse to purchase a product that portrays them as overbearing. Humorous ads work best with established and commonly purchased products such as cell phones, fast food and alcoholic beverages: Mentos Dimag ki batti laa de 10 Humour

11. A bandwagon appeal makes consumers believe they are missing out by addressing the consumer’s need to belong. Food and drink ads show hip young adults enjoying a product and ignoring the individual who chooses the less popular product. Medical products show consensus by indicating the number of medical professionals who support the product. 11 Bandwagon

12. For example, a cold medicine ad may say, "Eight out of 10 doctors recommend this product" to show product effectiveness. Automobile dealers and cell phone providers give sales and user statistics to indicate why their product is the more preferred. This type of message says buy this product because everyone does. If done correctly, the consumer will purchase the product. Bandwagon appeals can backfire in that the consumer’s desire to fit in can conflict with the ability to make a rational decision. 12

13. Ethical Appeal An appeal based on the character of the speaker or writer. An ethical appeal relies on the character, reputation, or expertise of the writer to give the argument validity or persuasiveness Adopt Stray Dogs, Don’t buy 13

14. Appealing to a person’s natural desire to experience romance and appeal to others romantically. 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 . Romance Appeal 14

15. Romance Appeal 15 https://thevisualcommunicationguy.com/business-communication/advertising-appeals-overview/

16. 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 . Statistics Appeal https://www.slideshare.net/Yashaswini100/advertisement-appeals-34029345 16

17. 17 Fallacy appeal A statement which may appear to be an argument but is not logical and may be misleading. Position Appeal The opinion of the writer the stance he or she takes on an issue . Qualify Appeal To altar of modified according to available evidence

18. 18 1. It should be thematic 2. It  should be  communicative 3. It  should be  interesting 4. It  should be believable 5. It  should be  complete Essentials of good appeal

19. 19 Text Books : Chunawala S.A. And Sethia K.C. (2006) Foundations Of Advertising Theory And Practice, Himalya Publishing House, Mumbai Online Reference: https://www.marketing91.com/advertising-appeal/ Youtube link: Source: CEC https://www.youtube.com/watch?v=hPMdnXv4N_0 REFERENCES

20. Advertising appeal which is used to attract the attention of the consumers, effectively influence their feelings and change their attitude in favor of the advertised product/service. It is the connect that consumers feel with the ad. Creating such an appeal encompasses understanding what the consumers want or need and what excites them.  SUMMARY 20

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