Ladhva Sagarkumar G.Roll No. 25
Enrollment No: 14101022Semester – M.A. Sem. 4
Paper : 15 Mass Communication & Media Studies Year :2016- 17
Email.Id : [email protected]
Submitted to:Smt. S.B. Gardi
Department of EnglishM.K.Bhavnagar University, Bhavnagar.
Various types of Advertising
Appeals
Advertising Appeal Advertising is the method used by business,
companies and other organizations to promote their goods and services to the public.
The activity or profession of producing advertisements for commercial products or services.
Designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people .
Aim of Advertising
is to increase sales by showing these goods and services in a positive light.
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Advertising Appeals
Advertising appeals aim to influence the way consumers
view themselves and how buying certain products can prove
to be beneficial for them.
The message conveyed through advertising appeals
influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to
buy certain products.
Advertising appeals are designed in a way so as to create a
positive image of the individuals who use certain products.
Internal mediaIt refers to those media which reach out to the customer within their
house/offices. Example :
• Television • Radio
• Newspaper andmagazine
External mediaIt refers to those media which are present in the
external environment and unintentionally catch the
customers attention. Example :• Poster
• Transport Advertising • Bill Boards
• Flyers
MEDIA’s OF ADVERTISING
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Types of Advertising Appeals1. Emotional Appeal
a) Personal Appeal
b) Social Appeal
c) Fear Appeal
d) Humor Appeal
2. Sex Appeal
3. Music Appeal
4. Scarcity Appeal
5. Rational Appeal
6. Masculine Feminine Appeal
7. Brand Appeal
8. Snob Appeal
9. Adventure Appeal
10. Less than Perfect Appeal
11. Romance Appeal
12. Youth Appeal
13. Endorsement
14. Play on Words
15. Statistics
16. Plain Appeal
17. Bandwagon Appeal
18. Sensitivity Appeal
Rational Appeal Rational or logical appeals : This type of advertising focus on the
consumer’s need for practicality and functionally in a product. These ads tell consumers , the benefits associated with the purchase
of a product.
Types :- High quality appeals Low price appeals Long life appeals Performance minted appeals Easy to use oriented appeals
The Horlicks advertisement below shows the necessity of a child to consume it in order to grow tall, strong and sharp.
Colgate – "It cleans your breath while it cleans your teeth”
Kya aapke toothpaste mein namak hai ?
Rational Appeal Example :
An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. For example :
JOHNSON AND JOHNSON
Emotional Appeal
Emotional Appeal Related to an individual’s psychological and social needs for
purchasing certain products and services.
Personal Appeal
Some personal emotions that can drive individuals to purchase
products include safety, fear, love, humor, joy, happiness,
sentiment, stimulation, pride, self esteem, pleasure, comfort,
ambition, nostalgia etc.
Social Appeal
Social factors cause people to make purchases and include such
aspects as recognition, respect, involvement, affiliation, rejection,
acceptance, status and approval.
Personal Appeal
Social Appeal:- Social factors cause people to make
purchases and include such aspects as recognition, respect, etc.
Moral Appeal
Humor Emotional Appeal
Humor appeal causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product connected with humor.
For example-
Happydent - Happydent White Ad - Won Cannes Award for Action,
Kit Kat - Dancing Babies Commercial,
Feviquick - Ad India vs Pakistan-Todo Nahi Jodo-Slow Motion
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Emotions Used in Advertisements Trust Reliability Friendship Happiness Security Glamour/luxury Anger
Protecting loved ones Romance Passion Family Bonds
with parents with siblings with children with extended family
members
Types of Emotional Appeals :-
1) Fear Emotional Appeal - Fear has been found to force individuals to “to break from routine and pay close attention to the external world,” including persuasive messages . Advertisers sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. For example- Life Insurance and sun screen lotion .
Emotional Appeal
Positive
Desire to be different
Desire to be conform
Negative
Fear
Positive Emotional Appeal
Positive emotions like- humor, love, care, pride, or joy are shown in advertisements to appeal audience to buy that product.
Pride Appeal - Micromax Unite 2 appeals to pride in one’s mother tongue.
Which provide 21 languages in one phone along with the tagline “ Apni Matra Bhasha ki aazadi”
Negative Emotional AppealThis appeal includes fear, guilt,
and shame to get people to do things they should or stop.
For example : Tobacco kills
Masculine Feminine Appeal
Used in cosmetic or beauty products.
This type of appeal aims at creating the
impression of the perfect person..
Brand Appeal
Is directed towards people who are brand
conscious and wish to choose particular products
to make a brand statement.
Snob Appeal
Appeal is directed towards creating feeling of
desire or envy for products that are termed top of
the line or that have considerable qualities of
luxury, elegance associated with them.
Adventure Appeal
Is directed towards giving the impression that purchasing a
product will change the individual’s life radically and fill it with
fun, adventure and action.
Less than Perfect Appeal
Advertisements often try to influence people to make certain
purchases by pointing out their inadequacies or making them
feel less perfect and more dissatisfied with their present
condition.
These types of advertising appeals are used in cosmetic and
health industries.
Less than Perfect Appeal
Romance Appeal
These advertisements display the
attraction between the sexes.
The appeal is used to signify that buying
certain products will have a positive
impact on the opposite sex and improve
your romantic or love life.
Sensitivity Appeal
These advertisements are used to drive
at and influence the sensitivities of
consumers.
Youth Appeal
Advertisements that reflect youth giving
aspects or ingredients of products use these
types of appeals. Cosmetic products in
particular make use of these appeals.
Endorsement
Celebrities and well known personalities often
endorse certain products and their pitching
can help drive the sales.
Play on Words
Advertisements also make effective use of
catch phrases to convey the message. Such
appeals help in brand recognition and recall
and can be quite popular with the youth in
particular.
Other Type of Appeals Reminder Appeal - Advertising using reminder appeal has the
objective of building brand awareness. For example- IPO, income tax, pulse polio awareness
Musical Appeals Music can be used as types of advertising
appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement. It can also help catch attention and increase customer recall.
The Idea- ‘Honey Bunny’ jingle is in a very funny voice and well rhymed. It is equal to a song, and because of that customers register it easily.
Comparison Appeal Comparison Appeal - In this appeal a brand’s
ability to satisfy consumers is demonstrated by comparing its features to those of competitive brands. For example- Tide & Surf.
Direct Appeal Direct Appeals - Direct appeals clearly
communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need.
Indirect Appeal Indirect Appeals - Indirect appeals do
not emphasize a human need, but allude to a need.
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. It appeals towards the popularity aspect or coolness of a person using that particular product/service.
Here McDonald appeals to its customers that they have
served millions and billions of customers. This encourages the customers to try out McDonald product
STATISTICS APPEAL Advertisements also use statistics and
figures to display aspects of the product and its popularity in general. This is used to build confidence among the customers for the product.
L’Oreal Paris – Total repair 5 advertisement claims that 90% of the Indian women trust their product.
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