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Advertising Appeals

The document discusses different types of advertising appeals that can be used in advertisements including fear, humor, sex, music, rational, emotional, and scarcity appeals. It provides examples and discusses the effectiveness of each type of appeal. Key factors to consider when deciding on an advertising appeal include the product, client preferences, and advertising objectives. Emotional appeals are often most effective at capturing attention.

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198 views

Advertising Appeals

The document discusses different types of advertising appeals that can be used in advertisements including fear, humor, sex, music, rational, emotional, and scarcity appeals. It provides examples and discusses the effectiveness of each type of appeal. Key factors to consider when deciding on an advertising appeal include the product, client preferences, and advertising objectives. Emotional appeals are often most effective at capturing attention.

Uploaded by

cat20091
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Advertising Appeals

Smita Sharma

February 23, 2018


What is an Advertising Appeal?

 Refers to the approach used to attract the attention of


consumers and/or to influence their feelings toward the
product, service, or cause.
 Something that moves people, speaks to their wants or need,
and excites their interest.
 The underlying content of the advertisement.

February 23, 2018


Advertising Appeals

 Fear
 Humor
 Sex
 Music
 Rational
 Emotional
 Scarcity

February 23, 2018


Deciding on an Advertising Appeal

 Review Creative Brief (specifically objectives section)


 The nature of the product
 The preferences of the client (very important)
 Common sense and gut feeling

February 23, 2018


Fear Appeal
 Increases viewer interest in the ad and the persuasiveness of the
ad.
 Used with health and beauty products, idea marketing, insurance.
 Most experts believe that a moderate level of fear is most
effective.
e.g. of usage: “You’ll loose your hair if you don’t use this oil”
Consequences of consuming cigarettes, alcohol, tobacco etc.
 Other product categories have started using this form.
Shree-Ultra-Cement-flv.flv
Fair n Lovely.mp4
February 23, 2018
Humor Appeal
 Excellent at capturing attention.
 Score high in recall tests.
 Should be related directly to customer benefit. Or else, the joke
can overpower the message.
 The humor should relate either to a product attribute, a
customer benefit, or the personal value obtained from the
product.

Confectionary category: Mentos, Chlor-mint, Center Shock, Alpenleibe,


HappydentWhite centre shock.flv
Adhesive category: Pidilite fevicol-kat.flv
Electronic/Appliances category: Havells Havells Momenta Mixer
Grinder Ad.flv, havells ad-shock laga.flv , Havells Ad.flv

February 23, 2018


Sex Appeal
 Subliminal techniques
 Nudity or partial nudity
 Sexual suggestiveness
 Overt sexuality
 Sensuality
Iske aage sab pheeka pad jayega - Katrina Kaif's New Slice
Aamsutra TVC.mp4

February 23, 2018


Are Sex Appeals Effective?
Research Results

 Sex and nudity do increase attention.


 Rated as being more interesting.
 Often leads to strong feelings about the advertisement.
 Often interferes with message comprehension

February 23, 2018


Music Appeals

 Has intrusive value.


 Gains attention and increases the retention of visual information.
 Can increase persuasiveness of an advertisement.

 Design Questions

 What role will music play?


 Will a familiar song be used or new song created?
 What emotional feeling should song solicit?
 How does the music fit with the message of the ad?

February 23, 2018


Music Appeals

 Sometimes the music is incidental.

 It can be the primary theme of the ad.

 A well-known song can be used.


SBI Life - Jab hum honge saath saal ke -- Car.mpg.mp4

February 23, 2018


Rational Appeals

 Print media is well-suited for rational appeals.


 Used by business-to-business advertisers.
 Well-suited for complex and high involvement products.
 Have the lowest attraction appeal & very low intrusive
capabilities.

February 23, 2018


Emotional Appeals
 Based on three ideas:
 Consumers ignore most ads.
 Rational ads go unnoticed.
 Emotional ads can capture attention.
 Viewed by creatives as key to developing brand loyalty.
 Uses peripheral processing route.
 Consumer advertisements use more of emotional appeals.
 Works well when tied with other appeals.

Idea Telephone Exchange Mother _ Son.mp4

February 23, 2018


Emotions Used in Advertisements
 Trust  Protecting loved ones
 Reliability  Romance
 Friendship  Passion
 Happiness  Family Bonds
 Security  with parents
 with siblings
 Glamour/luxury
 with children
 Serenity  with extended family members
 Anger

February 23, 2018


Scarcity Appeals

 Based on limited supply of a product.


 Based on limited time to purchase.
 Often tied with promotional tools such as contests,
sweepstakes and coupons.
 Encourages customers to take action.

February 23, 2018


Raymond- Rising through Emotional Route

Raymond-Aaj-Kal.flv

Raymond-Ad.3gp

Raymond-The-complete-Man-Father-And-Daughter.flv

Raymond-Ad-Teacher-At-Wedding.flv

Raymond Foreign Posting Ad.flv


February 23, 2018

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