(Advertising Appeals) by vijay

Advertising Appeals

Advertising Appeals
Fear
Humor
Sex
Music
Rational
Emotions
Scarcity

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 “movie script”.

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

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.
Eg:United India insurance

Fear Appeal
Print Ad Example
This ad reminds people of the dangers of overexposure to the sun.

Humor Appeal
Used in 30% of all advertisements.
Excellent at capturing attention.
Score high in recall tests.
Should be related directly to customer benefit. Or else, the joke can overpower the message.
Television Commercial Examples: Krack Jack

Sex Appeal
Subliminal techniques
Sexual suggestiveness
Overt sexuality
Axe -

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.
Brand recall is lower.
Often interferes with message comprehension

Using Sex Appeals Effectively
Be aware of differences in the international arena.
Should be an integral part of the product.
Should utilize a variety of models in terms of age, size, ethnicity and gender.
Should consider using “regular person” models.
Be careful sex does not overpower advertisement.

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?

Rational Appeals
Based on ELM and Hierarchy of Effects model.
Print media is well-suited for rational appeals.
Used by business-to-business advertisers.
Well-suited for complex and high involvement products.

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.
B-to-B advertisements using more emotional appeals.
Works well when tied with other appeals.

This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals.

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

Scarcity Appeals
Based on limited supply or
Based on limited time to purchase.
Often tied with promotion tools such as contests, sweepstakes and coupons.
Encourages customers to take action.

Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

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(Advertising Appeals) by vijay

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