The Appeals that the marketer has used in this advertisement

1. SUNSILK HIJAB REFRESH
SHAMPOO
The Appeals that the marketer has used in this
advertisement

2. Prepared for:
Dr. JAKIR HOSSAIN
Professor & Ex-Chairman
Department of Marketing
Jagannath University, Dhaka
Prepared by:
SL NAME ID BATCH
01 ATIA RAHMAN M18140204504 EMBA-14th
02 SUMAYA RAHMAN M18140204535 EMBA-14th
03 TUSHAR GHOSH M18140204531 EMBA-14th
04 MD OHIDUZJAMAN
SAJAL
M160204861 EMBA-9TH
05 SAGAR BORMAN M160204881 EMBA-9th
06 AREFIN FAISAL M160204885 EMBA-9TH

3. INTRODUCTION
The advertisement appeal refers to
the approach used to attract the
attention of consumers or to
influence their feelings and change
their attitudes in favor of the
advertised products/service.

4. INTRODUCTION
To discuss about these
appeals, we choose the
product – SUNSILK HIJAB
REFRESH SHAMPOO.

5. SUNSILK HIJAB REFRESH SHAMPOO
 This shampoo is dedicated for hijab hair.
It works in 2 ways for lively refreshed
hair:
 1. Specially formulated to lift away
grease and residues.
 2. Breakthrough Fragrance Release
Pearls Technology gives burst after burst
of fragrance at every touch that lasts up
to 48 hours!

6. FEAR APPEAL
Fear is an emotional response to a
threat that express or at least
implies, some sort of danger.
Among various brand, SUNSILK is
established brand better than
others. Because SUNSILK is a
reliable brand for consumer. So the
SUNSILK HIJAB REFRESH SHAMPOO
will make sense of believe.

7. FEAR APPEAL
IF not using HIJAB REFRESH SHAMPOO:
 Hair would become rough, dull and lifeless
 Sweaty hair and oily scalp can not be
refreshed
 Can not face the burn in the sun, protect
from dust
 Has no chemically reaction

8. HUMOR APPEAL
The Humor Appeal is one of roughly
advertising strategies that marketing
professionals use to persuade people
to buy a product, pay for a service,
donate to a cause, or otherwise be
persuaded. It persuades people to like
a company, brand, product, service,
or idea by making them laugh and feel
good.

9. HUMOR APPEAL
Customers watch this advertisement.
Because:
 This advertisement is directly related to
the benefit of the hijab hair
 the SUNSILK HIJAB REFRESH
ADVERTISEMENT makes an appeal of humor
to encourage the religious factor of
MUSLIMS.
 excellently capturing the attention of hijab
wearer
 Inspires HIJAB WEARER of the
encouragement of vitality, confident
enough and desire to do all the task

10. SEX APPEAL
The Sex Appeal is one of roughly
advertising strategies that
marketing professionals use to
persuade people to buy a product,
pay for a service, donate to a
cause, or otherwise be persuaded.
Advertisers use this approach
because it is an easy and proven
method for attracting attention
quickly, especially from men.

11. SEX APPEAL
Advertisers make this advertisement
with:
 The visual elements of this
advertisement is evaluated positively and
the goal of this product is using target
customers in a manner that is interesting
and relevant to this product.
 SUNSILK HIJAB REFRESH SHAMPOO does
not contain any kinds of nudity or partial
nudity of female models.

12. SEX APPEAL
 The target customer of this
shampoo tend to develop positive
attitude towards both the
advertisement and the SUNSILK
brand.
 The family settings in Bangladesh,
people of this country as well as
MUSLIM country can take a look of
this advertisement with our family
dauntlessly

13. RATIONAL APPEAL
Rational Appeal is technique of
designing advertising to appeal audience
by using logical arguments stating how
it will satisfy customer’s practical
needs. Rational appeal is based on
appealing price point and highlighting
benefits of the products for the
customers. Basically this appeal goes for
brain by using logic and reasoning.

14. RATIONAL APPEAL
 The rational appeal goes to this
advertisements are:
 SUNSILK HIJAB REFRESH SHAMPOO
represents non-stop performance
 promises to hijab wearers that it
removes sweaty hair and Oily Scalp
with releasing fragrance
 the advertisement is broadcasting via
TV channels in order to reach among
all class of people.
 informing promotional advertisement,
target audience will be affected.

15. MUSIC APPEAL
Music in advertising refers
to music integrated in (mass)
electronic media advertisements in
order to enhance its success. It affects
the way viewers perceive the brand by
different means and on different
levels, and "can significantly affect
the emotional response to
television commercials."

16. MUSIC APPEAL
This advertisement is stimulated by music.
In this advertisement:
 a soft music tune is used to capture customer
attention
 This music tune plays important role on each
steps in this advertisement very fruitfully to
increase retention of visual information.
 The music tune feels long lasting remember of its
target customer
 Most consumers can recall this music along with
the images of this shampoo.

17. EMOTIONAL APPEAL
An emotional appeal is a method of persuasion that's
designed to create an emotional response.
This advertisement is mostly related with emotion by:
 SUNSILK has a brand image. Products by
SUNSILK are familiar and established in our
mind. It’s reliable in its market from
generation to generation.
 For brand loyalty, SUNSILK hijab refresh
shampoo creates a emotional attachment to
its target customer

18. EMOTIONAL APPEAL
 The HIJAB REFRESH SHAMPOO
gives refreshing smell in every
touch.
 People rely on herbal
ingredients, this shampoo
contains herbal ingredients such
as figs, mints etc. are showed
in this advertisement decently.

19. SCARCITY APPEAL
Scarcity appeals are being used to
stimulate consumers to buy a
particular product because of a
limitation. In this TVC scarcity
appeal is ignored. The
advertisement is promoting its
brand value.

20. COMMENTS
YES!
The marketers has used right
appeals of advertisement.
Because they were able to bring
it all appeals except scarcity
appeal. The idea & choreography
of this advertisement was good
enough.

21. RECOMMENDATIONS
The advertisement of SUNSILK HIJAB
REFRESH SHAMPOO stimulate us by using
appeals. The ad would be more effective if
they evaluate these recommendations. Some
recommendations for SUNSILK HIJAB
REFRESH SHAMPOO:
 Though SUNSILK is an established brand, the
hijab refresh shampoo should be a separated
and a single brand.
 As a new product in the market, this
advertisement should contain promotional
offers such as discount, by one get 1, free
gifts, social media contests etc.

22. RECOMMENDATIONS
 The sunsilk hijab refresh shampoo has 3
specification of product line such as Hijab
Recharge Segar Berhijab Shampoo, hijab
recharge anti- rambut shampoo, Hijab Recharge
Anti Lelemumur Shampoo, all of three
specification should be shown in this ad.
 It ignores to inform the pricing strategy which is
very important to purchase. So they should
keep the pricing matter include in this
advertisement.
 An ideal advertisement should convey 30% of
humor appeal. In this advertisement it is used
above 30%.

23. RECOMMENDATIONS
 Though scarcity appeals are being used to
stimulate customers showing cause of
limitations, in this ad they ignore the limitations
of this shampoo in case of purchase.
 Though the female of rural areas are expecting
this shampoo, this advertisement ignores B2B
advertisement method. It should inform the
wholesaler or purchase point details.
 This TVC is audio-visual type and it is
broadcasting through Television media and social
platforms. Marketer ignore the demand of those
have no or much opportunities to watch in these
platforms

24. CONCLUSION
As a growing co-brand of
SUNSILK, this advertisement can
use appeals in simultaneous
way. It can make emotion of
feelings of the target customer
to give refreshing smell in every
touch.

25. SUNSILK HIJAB REFRESH SHAMPOO
Questions?

26. THANK YOU