COPY WRITING - Various types of Advertising appeals and execution styles

Various types of Advertising appeals and execution
styles

1. MODULE X Various types of Advertising appeals and execution styles

2. Rational appeals A rational ad becomes believable and effective. Although there may be some disagreement regarding which motives are rational and which are emotional, the following are some buying motives : High Quality Low Price Long Life Performanc e Ease of use, Re-sale value Economy

3. Emotional appeals Emotional appeals are those appeals, which are not preceded by careful analysis of the pros and cons of making a buying. Emotional appeals are designed to stir up some negative or positive emotions that will motivate product interest or purchase. Different emotional appeals, which are particularly important from the advertising point of view, are listed below. All brands have rational and emotional credentials. Levi's is youthful, rebellious and sexy. But it offers rational benefits like strength too. One has to balance between rational and emotional arguments

4. Negative Emotional Appeals: An advertiser may try to induce a particular behavioral change by emphasizing either positive or negative appeals, or a combination of both. For example , an advertising campaign to get the target audience to buy fire insurance may stress the positive aspect -low cost relative to other investment, the services the insurance company provides, early settlement of claims, and so on; or it may stress the negative aspect of not getting insurance - the danger of losing one's possessions or the ravages of fire.

5. Positive appeals use the strategy of "reducing" a person's anxiety about "buying and using" a product, while negative appeals use the strategy of "increasing" a person's anxiety about "not using" a product or service. In general, a positive appeal stresses the positive gains to a person from complying with the persuasive message; the negative appeal stresses his loss if he fails to comply. Emotions are those mental agitations or excited states of feeling which prompt us to make a purchase .

6. F ear Appeals in advertising A fear appeal in advertising is a message that is designed to scare the intended audience by describing a serious threat to them. The advertising tactic is to motivate the intended audience to engage or not engage in certain behavior based upon a fear. Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat. Some, like the anti smoking ads used by the Cancer Patient Aid Association, stressing that smoking causes impotency. Others—like those for deodorant, mouthwash, or dandruff shampoos—threaten disapproval or social rejection.

7. Sex Appeals in Advertising A psychological basis that motivates the viewer toward the advertiser’s goals by titillating the viewer with actual or suggested nudity or sexual behavior. As the name suggests, these ad appeals utilize the suggestion of romance, sexual attraction, or sex to sell products. Some sexual ad appeals actively evoke the promise of sexual fulfillment by suggesting that if you wear a certain perfume or use a certain shampoo, you will receive more attention from the opposite sex.

8. T his Gucci cologne as is a classic example of a sexual ad creative. These ads typically feature suggestive attire and partial nudity to draw attention. Ads for products that are sexual in nature (like condoms) may feature greater amounts of nudity and be more explicit than suggestive in their messaging. Other sexual ad appeals are less direct, aiming to appeal to the subconscious. By suggesting that certain types of clothing, cars, or luxury products make the user desirable or attractive, these ad creatives hope to cultivate a longing within the consumer.

9. People remember ads with sexual appeal but it has no effect on sales, says research We've always been told `sex sells'. It's just one of life's truths. According to new research that might not be the case. In fact, it could mean quite the opposite. Not only do adverts using sex as their main gambit or grab our attentions not make us any more likely to remember a brand, some of us are actually more likely to form a negative attitude towards the company. Simply put, we're no more likely to buy a product if sex is used to sell it.

10. Humor in advertising Humour or humor is the tendency of particular cognitive experiences to provoke laughter and provide amusement. People of all ages and cultures respond to humour. The majority of people are able to experience humour, i.e., to be amused, to laugh or smile at something funny, and thus they are considered to have a sense of humour. Humor appeals make consumers laugh, connecting directly to them on an emotional level. They can help make a brand, product, or service more likable and also reinforce brand perception in the market, doing double duty.

11. When to Use Humor Appeals? Humor appeals work best for established brands and familiar products. If consumers aren’t familiar with who you are, what you sell, or what services you offer, a humor appeal can confuse them. If you have a relatable product or service and want to increase your market share, humor can help you do so. A personal injury law firm or insurance provider may want to steer clean of this type of neuroscience marketing, since accidents and injuries aren’t really funny. Non-profits and public health campaigns may also find that humor appeals clash with the substance of their ads.

12. However, a variety of benefits have been suggested for humorous appeals including: 1)Humor attracts attention. 2)Humor can increase retention of the advertising message. 3)Credibility of the source can be enhanced with humor. 4)Attitude toward the ad can be enhanced with the use of humor. 5)Counter arguments may be minimized with the use of humor because it acts to distract the audience from making cognitive responses.

13. Various Advertising Execution Techniques Straight-Sell Copy Scientific / technical Demonstration Comparative copy Testimonials Slice of Life / Dramatization Animation / Imagery / Fantasy Personality symbol "Reason Why" Combinations Feel good Ads Fund raising copy