Appeals in advertising

Simply learn about advertising appeals

1. Appeals in Advertising Presented By :- Naushama Yasmin

2. The definition of “appeal”  is “the power to attract, please, stimulate, or interest.” 

3. Advertising appeals is the central message to be used in the ads. It aims to influence the way customers view themselves and how buying certain products can prove to be beneficial for them.

4. Appeals are customized for the target audience They speak to the interests of individuals and in their words The primary purpose is to entice them to take the action that is desired by the seller

5. Types of Advertising Appeals

6. Emotional Appeal It is related to an individual’s psychological and social needs for purchasing certain products and services Emotions affects all type of purchase decisions Positive Emotional Appeal Like; humor, love, care, joy, etc. Negative Emotional Appeal Like; fear, guilt, shame, etc.  

7. Rational Appeal This is generally product oriented appeal It focus on consumers’ need for practicality and functional benefits like- quality, economy, value, or performance of a product High Quality Appeals Low P rice Appeals Long Life Appeals Performance Appeals P roducts are advertised by highlighting the quality attribute in advertisement   Target audience products are advertised by highlighting the low price tag Consumers want durable nature products that can be used for a long period A dvertisements exhibit good performance of product

8. Humor Appeal Humor causes consumer to watch advertisement It make consumers laugh and create an emotional link with the product  A well-executed humor appeal enhances recollection , evaluation and the intent to purchase the product

9. Youth Appeal Advertisement that reflect youth It persuade people to purchase a product because they feel it and it will make them feel younger in some way either in appearance or in attitude The product is shown used by some young Celebrities of the country Like; Beauty products and anti-aging creams seems like the natural products It’s product can speak to a person’s desire to feel younger, energetic, more cool, and so on

10. Adventure Appeal Adventure Appeal to the sense of adventure and excitement of a person Main objective of advertisements is to appeal to people that enthusiasm will be enhanced after they buy or use the product  After purchasing the product it feels like; fun, adventure and action The Adventure Appeal is especially effective when your target audience may have a desire for adventure or thrill-seeking It is used as an advertising tactic when trying to reach younger audiences, athletic people, travelers , or people who generally wish their lives were more exciting than it currently is .

11. Social Appeal T he Social Appeal attracts audiences to a product or service by giving them a sense of social acceptance  Social Appeal focuses on other social aspects, like finding joy in friend-making, feeling included, increasing in status, or being affiliated with a particular group. I t shows how sharing a product or service with a group of people in a social situation makes that situation even more enjoyable

12. Music Appeal Music is an extremely important component in advertising It captures the attention of listeners M ain objective of music Appeal is to encourage people to feel and emotion and associate their product after hearing a particular tune, song, or sound

13. Fear Appeal Fear is an emotional response to a threat that expresses some sort of danger Fear Appeal is often used in marketing campaigns of beauty and health products and also insurance It shows the negative consequences, if the customer fail to use their products The fear tactic also involves isolation with this technique, many kinds of toothpaste , deodorants , and anti-dandruff shampoos are advertised

14. Brand Appeal Brand appeal is for the customers or people who are brand conscious Individuals wish choose a particular product to make a brand statement B rand appeal is to motivate people to buy a product because the product has an excellent brand It gives the feeling of differentiation to the customers

15. Moral Appeal These advertisement is used to exhort people to support social and ethical causes Moral appeals are directed to the consumes’ sense of what is right and wrong

16. Thank You