• Prepared by Jayati Thakar• Roll. No. 30 • Part. 2, Semester. 4• Course no. 15 Mass Communication & Media

Studies

Explain ‘Advertisement Appeals’

with reference to advertisements

Introduction• There are certain products

gives comfort in life (apart from basic needs- food, clothing and shelter, now included).

• Advertising appeals are used in such way of persuading people to buy certain products.

• To create positive image• To influence the purchasing

decision of people

Two most important appeals

Rational

•effective for the youth

Emotional

•influences old generation

Emotional Appeal

Short- listed appeals

• Emotional Appeal• Music Appeal• Masculine Feminine Appeal• Endorsement Appeal• Bandwagon Appeal

Emotional Appeal

• An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services.

Music Appeal• Music can be used as types of advertising

appeals as it has certain intrinsic value and can help in increasing the persuasiveness of the advertisement. Also helps to capture attention and increase customer recall.

Masculine Feminine Appeal

• This type of appeal aims at creating the impression of the perfect them. The message is that the product will infuse the perfection or the stated qualities in you.

Endorsement Appeal

• Celebrities and well known personalities often endorse certain products and their pitching can drive the sales.

Bandwagon Appeal

• This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well.

Submitted To

• S. B. Gardi department of English• M. K. Bhavnagar University• Bhavnagar• Gujarat • India.