This PPT is part of my academic activity. Here I have tried to show some of the appeals which normally are used in advertisements.

1. Advertisements and
Its Appeal
Name : Dharaba Rayjada
M.A Sem : 4
Paper No. 15 : Mass Communication and
Media Studies
Email Id : dharabarayjada021@gmail.com
Department of English, MKBU

2. • Advertising is a form of communication
used to persuade an audience to take
some action with respect to products,
ideas or services.
• It is paid form of publicity.
• It has grow from street side sellers to
Print / TV / Social media Ads.

3. • There is no need to make
advertisements on basic needs. There
are certain products that gives comfort
in life and advertising aims to generate
demand for these products.
• To attract the audience towards
products, they use different appeal in
their advertisements.

4. Emotional Appeal
These advertisements traget
individual’s psychological and social
needs for purchasing certain products
and service. They use every kind of
emotions like happy, sad, angry, pride
and even they establish their products
as social status.

5. Adventure Appeal
These types of advertisements
gives impression that
purchasing a product will
change their life and fill it with
fun, adventure and action.

6. Youth Appeal
These
advertisements
reflects that youth
gives importance to
some products. It
attracts youth.

7. Brand Appeal
These types of
advertisements attracts
people who are brand
conscious and wish to
choose particular product
to make brand statement.

8. Scarcity Appeal
These types of
advertisements are
based on limited
supplies or limited
time period purchase
of products.

9. Rational Appeal
These types of
advertisements emphasize
on the characteristics and
features of the product and
the service and how it would
be beneficial to own or use
the particular brand. It focus
on the individual’s practical
needs for particular
products and services.

10. To End Up
• This is the analysis done by Roger Dooley,
who is researching and writing for “Neuro
Marketing”. He has analysed data of IPA
(The UK based Institute of Practitioners in
Advertising.) The IPA data bank contains
1400 case studies of successful advertising
campaigns of last three decades.
• This picture shows that purely emotional
content perform twice better than only
rational content.
• Our brain records emotions more
powerfully than facts.

11. Work Cited
Dooley, Roger. Nuero Marketing.
<https://www.neurosciencemarketing.com/blog/articles/emotional-
ads-work-
best.htm>.