Concept of Advertising

Unit II – Creativity in Advertising

1. Creativity in Advertising: Concept and Importance

2. Elements of Advertising: Copy, Slogan and Audio Visual Elements
3. Concept of Brand: Segmentation, Targeting and Positioning
4. Advertising Appeals
Advertising Appeals
Types of Advertising Appeals
Advertising Appeal serves as a dynamic catalyst, igniting the consumer's interest and shaping their perceptions towards a product or
service. While it's not the sole determinant within the marketing mix for inciting consumer behaviour, it undoubtedly stands as one of the
most pivotal creative strategies for advertisers.
In the vast landscape of marketing, where competition is fierce and attention spans are fleeting, Advertising Appeals play a crucial role in
capturing and retaining audience attention. These appeals serve as the gateway to consumer engagement, enticing individuals to explore,
consider, and ultimately act upon the offerings presented to them.
Advertising appeals encompass a myriad of strategic approaches aimed at captivating the target audience and compelling them to take
action, whether it be purchasing a product, trying out a service, or modifying their behaviour. These appeals act as the cornerstone of
advertisement messaging, functioning as the captivating "hooks" that render messages more engaging and memorable.
Within the realm of advertising appeals, a spectrum of techniques exists, ranging from emotional and rational appeals to humorous ones.
Emotional appeals tap into the core of human feelings, evoking empathy, joy, fear, or nostalgia to establish a profound connection with
consumers. Rational appeals, on the other hand, appeal to logic and reason, presenting factual information, statistics, and benefits to
persuade consumers of the practical advantages of a product or service. Meanwhile, humorous appeals inject levity and entertainment into
advertisements, fostering positive associations and enhancing memorability.
Moreover, advertising appeals are intricately designed to cultivate a favourable image associated with individuals who engage with
particular products or services. By aligning advertisements with desirable attributes, lifestyles, or aspirations, advertisers seek to position
their offerings as integral components of consumers' identities, thereby fostering brand loyalty and affinity.
Advertising agencies and companies deploy a diverse array of these appeals to wield influence over consumers' purchasing decisions,
leveraging psychological triggers and persuasive messaging to drive desired outcomes in the marketplace. Through strategic planning,
creative execution, and continuous refinement, advertisers strive to harness the power of advertising appeals to not only capture attention
but also inspire action and foster lasting connections with their target audience.
Emotional Appeal
Emotional appeals are powerful tools in advertising, leveraging human emotions such as fear, happiness, sadness, or anger to
captivate the audience's attention and forge a deep connection with the brand or product being promoted. By tapping into these
fundamental aspects of human psychology, advertisers aim to evoke visceral responses that resonate with consumers on a personal level,
ultimately influencing their attitudes and behaviours towards the advertised offering.
For instance, consider an advertisement promoting a health insurance policy. Utilizing the emotion of fear, the advertisement may vividly
depict scenarios of medical emergencies or unexpected health crises, effectively highlighting the potential consequences of being
uninsured. By evoking feelings of vulnerability and apprehension, the advertisement compels viewers to confront the risks inherent in not
having adequate coverage, thereby motivating them to take proactive steps, such as signing up for the featured insurance policy, to
mitigate those risks.
Moreover, emotional appeals serve to humanize brands and products, fostering a sense of empathy and relatability with consumers. By
presenting narratives that resonate with universal human experiences and emotions, advertisers create an emotional bond that
transcends mere transactional relationships, fostering loyalty and trust in the brand.
In essence, emotional appeals wield the power to elicit profound responses, shaping consumer perceptions and influencing decision-
making processes. Whether evoking fear to prompt action, eliciting happiness to associate positive feelings with a brand, or tapping into
other emotions to establish resonance, these appeals are indispensable tools in the arsenal of advertisers seeking to make a lasting impact
on their target audience.
Features of Emotional Appeals

1. Targeting Emotions: Emotional appeals aim to connect with a range of human emotions, such as happiness, sadness,
fear, anger, or surprise.
2. Using Imagery and Storytelling: Advertisers employ vivid imagery and storytelling techniques to create emotional
resonance with the audience. This includes relatable characters, situations, and scenarios that evoke empathy and
identification.
3. Eliciting a Response: Emotional appeals are crafted to evoke specific responses from the audience, such as inspiration,
empathy, or motivation. Advertisers leverage these responses to influence consumer behaviour, whether it's making a
purchase or supporting a cause.
4. Building Brand Loyalty: Emotional appeals contribute to building brand loyalty by associating positive emotions with
the brand. Establishing emotional connections with consumers fosters long-term loyalty and repeat business.
5. Appealing to Values: Emotional appeals often align with the values cherished by the audience, such as family,
community, or social responsibility. Advertisers strategically leverage these values to create a positive association
between the brand and the audience's beliefs.
These pointers encapsulate the key features and strategies of emotional appeals in advertising, emphasizing their ability
to connect with consumers on a deep, emotional level and drive meaningful engagement with the brand.
Rational Appeal
The rational appeal in advertising centres on emphasizing the logical and practical benefits of a product or service, making
it a cornerstone of product-oriented marketing strategies. This approach meticulously highlights the tangible attributes
and functional advantages that a product offers, such as quality, economy, value, and performance. By focusing on these
concrete features, advertisers aim to appeal to the rational decision-making processes of consumers who prioritize utility
and efficiency in their purchases. For instance, an advertisement for a car might showcase its fuel efficiency, safety
features, and reliability, targeting consumers who seek a dependable and cost-effective mode of transportation.
Moreover, the rational appeal extends beyond surface-level features to delve into the broader implications and real-world
applications of the product's functionality. Advertisers leverage this approach to communicate how the product directly
addresses consumers' needs and enhances their quality of life. Whether it's highlighting the durability of a household
appliance or the versatility of a multi-functional gadget, the rational appeal seeks to provide consumers with clear and
compelling reasons to choose the advertised product over competing alternatives. This approach resonates particularly
well in industries where product performance and practicality are paramount, as it fosters trust and confidence by
delivering on the promise of delivering tangible value to consumers.
Features of Rational Appeals

1. Focusing on Benefits: Rational appeals highlight the benefits of a product or service, such as quality, performance, or
cost-effectiveness, aiming to convince the audience based on objective criteria.
2. Using Facts and Figures: Rational appeals employ facts and figures, like statistics, research data, or testimonials, to
provide objective evidence supporting their claims.
3. Comparing to Competitors: Rational appeals compare the product or service to competitors, showcasing advantages or
superior features to position it as the best choice in the market.
4. Encouraging Analysis: Rational appeals prompt the audience to analyse information and make rational decisions based on
objective criteria, appealing to their logical and rational side.
5. Building Credibility: Rational appeals contribute to building credibility for the brand or product by relying on objective
evidence and logical arguments, establishing trustworthiness and reliability.
Features of Rational Appeals

a. Feature Appeal: Advertisements utilizing this appeal are highly informative, providing detailed information about product

attributes or features essential for making rational purchase decisions, particularly for technical or high-involvement products.

b. Competitive Advantage Appeal: This appeal involves comparing the advertised product directly or indirectly with
competitors' offerings, with the aim of showcasing its superiority on one or more attributes.

c. Favourable Price Appeal: Emphasizing the price offer as the central message in the advertisement to attract price-sensitive
consumers.

d. News Appeal: Highlighting news or announcements about the product or company to dominate the advertisement and
generate interest.

e. Product Popularity Appeal: Focusing on the increasing number of users or switchers to the brand to highlight its popularity as
the dominant point of the advertisement.

f. High Quality: Highlighting the quality attribute of products to appeal to consumers who prioritize quality over taste or style.
g. Low Price: Highlighting the affordability of the product to target consumers who prefer lower-priced goods.

h. Long Life: Emphasizing the durability of products to appeal to consumers seeking long-lasting solutions.

i. Performance: Showcasing the superior performance of the product in advertisements.

j. Economy: Highlighting the savings in operation and use of the product, such as fuel efficiency in automobiles.

k. Scarcity: Urging consumers to buy due to limited supply, increasing the perceived value of the product.

l. Other Rational Appeals: Including attributes such as purity, profitability, time-saving, multifunctionality, production
capacity, parts availability, space efficiency, and artistic design to make advertisements more effective.
Fear
Fear is a potent advertising appeal employed by advertisers across various industries to sell products and services. Life insurance
companies, for example, often focus on the dire consequences of not having life insurance, invoking fear of leaving loved ones financially
vulnerable. Similarly, shampoo and mouthwash ads capitalize on fears of social rejection due to dandruff or bad breath, portraying these
issues as potential social obstacles. Fear appeals are pervasive because they are effective; they heighten viewer interest in an
advertisement and increase its persuasiveness. Advertisements featuring fear appeals are often remembered more vividly by consumers
compared to more upbeat messages, as fear prompts greater attention and information processing, ultimately achieving the
advertisement's main objective.
In developing fear-based advertisements, advertisers strive to leverage the behavioural response model, which illustrates how incidents
lead to consequences that influence future behaviours. For instance, a business-to-business advertiser offering Internet services might
emphasize the severity of downtime if a company's Internet server crashes. By highlighting potential vulnerabilities and risks, fear
appeals aim to prompt action and persuade viewers to consider the advertised solution. However, advertisers must strike a delicate
balance in fear appeals; while a moderate level of fear is effective in capturing attention and influencing thinking, excessively high levels
may lead to viewer avoidance or anxiety, undermining the advertisement's effectiveness.
Fear appeals align well with goods and services that address consumers' concerns about personal security or problem-solving
capabilities. Account executives, creatives, and company leaders must carefully assess whether fear is an appropriate choice for their
advertising strategy, considering its potential impact and effectiveness compared to other types of appeals. By strategically incorporating
fear appeals, advertisers can effectively engage consumers and motivate them to take action to address their fears and concerns.
 Features of Fear Appeals

1. Effective Attention Grabber: Fear appeals capture immediate attention and increase viewer interest in the advertisement.
2. Enhanced Persuasiveness: They make advertisements more persuasive by evoking strong emotions and prompting greater
information processing.
3. Improved Memorability: Fear-based advertisements are often remembered more vividly by consumers compared to upbeat
messages.
4. Utilization of Behavioural Response Model: Advertisers leverage the behavioural response model to illustrate potential
consequences and influence future behaviours.
5. Balance in Fear Level: Advertisers must strike a balance in fear levels; moderate fear is effective, while excessive fear may lead to
viewer avoidance.
6. Alignment with Personal Security Concerns: Fear appeals work well for products and services that address consumers' concerns
about personal security or problem-solving capabilities.
7. Strategic Decision-Making: Advertisers must carefully assess whether fear appeals are appropriate for their advertising strategy,
considering their potential impact and effectiveness compared to other types of appeals.
Humour
Humor serves as a powerful advertising appeal, particularly in overcoming clutter and capturing viewer attention in
a crowded advertising landscape. Consumers generally enjoy advertisements that elicit laughter, finding them
memorable and enjoyable. Humorous ads, comprising approximately 30 percent of television and radio
advertisements, often receive accolades and are favoured among consumers. Research indicates that humor
succeeds in advertising for several reasons: it attracts attention, induces laughter, and enhances recall. Notably, the
most successful humorous ads directly link the humor to the product's benefits, creating a memorable association
between the brand and positive feelings.
Despite its effectiveness, humor in advertising can backfire if not executed properly. Advertisers must ensure that
the humor does not overshadow the message, risking the audience remembering the joke but not the product or
brand. Furthermore, humor may not translate well across cultures, leading to potential difficulties in global
campaigns. To mitigate these risks, advertisers should align humor with a component of the means–end chain,
focusing on product attributes, customer benefits, or personal values obtained from the product. By incorporating
these elements, advertisers can create humorous ads that effectively engage viewers, cut through clutter, and
enhance brand recall while avoiding potential pitfalls.
Features of Humour Appeal based ads

1. Attention-Grabbing: Humour effectively captures viewer attention in cluttered advertising environments.

2. Memorable: Humorous advertisements are often remembered and favoured by consumers.
3. Direct Link to Product Benefits: The most successful humorous ads directly link the humor to the product's benefits, creating a
memorable association between the brand and positive feelings.
4. Risk of Overshadowing Message: Humor can backfire if it overshadows the message, leading to the audience remembering the joke but
not the product or brand.
5. Cultural Considerations: Humor may not translate well across cultures, necessitating careful consideration in global campaigns.
6. Alignment with Means-End Chain: Effective humorous ads align humor with a component of the means–end chain, focusing on product
attributes, customer benefits, or personal values obtained from the product.
Sexual Appeal
Sexual appeal in advertising is often employed to cut through clutter and capture viewer attention. Advertisements in
various countries increasingly incorporate visual sexual themes, although shock value has diminished as societies become
more desensitized to sexual content. Advertisers now prefer subtler sexual cues, suggestions, and innuendos over overtly
explicit imagery. The subliminal approach, involving placing sexual cues in ads to affect the viewer's subconscious, is
sometimes utilized, although its effectiveness remains debated. Sensuality is also leveraged, with suggestive
advertisements hinting at impending sexual activity rather than portraying it directly. This approach may resonate more
with some audiences, particularly women, who may find alluring suggestions more sophisticated and engaging than overt
sexual content.
However, advertisers must tread carefully when using sexual appeal, ensuring that it aligns with the product or brand and
does not overshadow the message. Subtlety and sophistication are often favored over explicitness, with sensual
suggestions and suggestive imagery being more effective in certain contexts. Additionally, cultural considerations play a
significant role, as humor may not translate well across different societies. Overall, sexual appeal can be a powerful
advertising tool when used thoughtfully and strategically.
 Features of Sexual Appeal based ads

1. Subtlety and Sophistication: Advertisers often prefer subtle sexual cues and suggestions over overtly explicit imagery.
2. Audience Sensitivity: Sensuality and suggestiveness may resonate more positively with certain audiences, particularly women.
3. Emotional Engagement: Sexual appeal engages viewers' emotions and desires, capturing their attention and fostering a connection with
the advertisement.
4. Imagination and Fantasy: Sensuality relies on suggestive cues that engage the viewer's imagination, making the advertisement more
memorable and impactful.
5. Brand Association: Sexual suggestiveness can be effectively used to associate desirable qualities with the brand, enhancing its appeal
and perception among consumers.
Musical Appeal
Musical appeal is a fundamental element in advertising, serving as a powerful tool to capture and retain viewer attention.
Music possesses the unique ability to evoke emotions, trigger memories, and enhance the overall experience of an
advertisement. Its intrusive nature ensures that even those who were not initially engaged with the program or content are
drawn in by the captivating melodies or rhythms. Additionally, music serves as a stimulus that solidifies the connection between
a particular musical arrangement, jingle, or song and a specific product or company. Consumers often associate a product with
its accompanying music, making it instantly recognizable and memorable.
Moreover, music plays a crucial role in increasing the retention of information associated with the advertisement. Even if
consumers fail to recall the specific message conveyed in the ad, the emotional and visual aspects are often better retained
when music is involved. Studies have shown that ads featuring music are consistently rated as more persuasive compared to
identical ads without music. This persuasive quality stems from the emotional impact and memorability of music, which are
stored in the long-term recall areas of the brain.
Features of Musical Appeal based ads

1. Emotional Engagement: Music evokes emotions and creates a connection with viewers, enhancing the overall impact of the
advertisement.
2. Memorability: Musical elements increase the retention of information associated with the ad, ensuring that it remains ingrained in
consumers' memories.
3. Persuasiveness: Ads featuring music are often perceived as more persuasive, as the emotional resonance of music enhances the
effectiveness of the message.
4. Brand Association: Music serves as a powerful tool to tie a particular tune or melody with a specific product or brand, fostering instant
recognition and brand recall.
5. Customization and Originality: Advertisers must decide whether to use a familiar song or create something original, considering how
the music aligns with the message and emotional pitch of the ad.
6. Strategic Role: Music can serve as either an incidental background element or the primary theme of the advertisement, depending on
its role in conveying the intended message and enhancing viewer engagement.
Scarcity Appeal
Scarcity appeal is a potent advertising strategy that capitalizes on the psychological principle that limited availability increases
perceived value. By emphasizing constraints such as a limited number of items or a short duration of availability, advertisers
create a sense of urgency and exclusivity, motivating consumers to make a purchase promptly. For instance, General Mills
introduced USA Olympic Crunch cereal and Betty Crocker Team USA desserts for a limited time during the Olympics, while
fast-food chains like McDonald’s, Wendy’s, and Burger King offer special sandwiches for a brief period throughout the year.
This tactic extends beyond physical products to include musical compilations, where marketers deliberately limit availability to
enhance the product's scarcity value, thereby enticing consumers to make a purchase before it's too late.
The effectiveness of scarcity appeal lies in its ability to trigger consumers' fear of missing out (FOMO) and spur immediate
action. When consumers perceive that a product is scarce or available for only a short time, they are more inclined to perceive
it as valuable and desirable, driving them to act quickly to secure it. In the advertisement for Wholly Guacamole, the company
strategically promotes its guacamole as free for only one day, March 20, and exclusively at Schlotzsky's, creating a sense of
urgency and prompting consumers to visit the restaurant on the specified date.
Features of Scarcity Appeal based ads

1. Limited Availability: Advertisers highlight constraints such as a limited quantity of products or a short timeframe of
availability to enhance perceived scarcity.
2. Increased Perceived Value: Scarcity appeal capitalizes on the psychological principle that limited availability leads to
increased perceived value among consumers.
3. Urgency and Exclusivity: By creating a sense of urgency and exclusivity, scarcity appeal motivates consumers to take
immediate action to acquire the product before it runs out or the offer expires.
4. Fear of Missing Out (FOMO): Scarcity appeal leverages consumers' fear of missing out on a desirable product or
opportunity, driving them to make a purchase quickly to avoid potential regret.
5. Strategic Implementation: Advertisers strategically implement scarcity appeal in various marketing campaigns, from limited-
time promotions to exclusive offers, to maximize its effectiveness in influencing consumer behaviour.