Different ad appeals

1. DISCOVER . LEARN . EMPOWER
Advertising Appeal
UNIVERSITY INSTITUTE OF
MEDIA STUDIES
BAJMC
CREATIVE ADVERTISING & REPUTATION
MANAGEMENT
21JMT-316
Prepared by- Sherin P Shaji
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2. CO
Number
Title Level
CO1 To provide Basic understanding about
appeals used in advertising.
Remember
CO2 The focus will be Understanding
about importance of appeals in
advertising.
Understand
Topic’s objectives to be
covered in this video
lecture:
Topic’s outcomes to be covered
in this video lecture:
CO
Number
Title Level
CO1 Students will be able to learn the
different appeals of advertising
Understand
CO2 Students will be able to learn
importance of appeals in advertising
Understand
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https://www.marketing91.com/adver
tising-appeal/

3. Contents
• Meaning of Advertising Appeal
• Types of Advertising Appeals
• Essentials of Good Ad Appeal
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Appeals Means –
Make a serious, urgent, or heartfelt request.
• Definition
• Advertising appeal is defined as strategies for
grabbing the attention of people to persuade them
to purchase your product or service. The approach
can be a marketing or advertising strategy.
• Many advertisers commonly use appeals to
influence their customers. It is also used so that
people can support a cause. Appeals are customized
for the target audience, and they speak to the
interests of individuals and in their words or
interest. The primary purpose is to entice them to
take the action that is desired by the seller.
Appeals

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Logical appeal- an appeal based on logic or reason.
Logical appeals use devices such as statistics, facts,
research and reason to persuade the audience.
Types of appeals
https://thevisualcommunicationguy.com/business-
communication/advertising-appeals-overview/

6. • Rational or logical appeals focus on the consumer’s
need for practicality and functionality in a product.
Advertisers relay this message by focusing on
product features and cost. These ads tell consumers
the benefits associated with the purchase of a product.
The advertiser then provides proof to back up the
claims. An automobile advertisement focuses on gas
efficiency, mileage and prices to reach consumers
who want a cost-efficient, reliable vehicle. Household
appliance manufacturers may place emphasis on
features that lower home utility costs and protect the
environment. Printed and business-to-business
advertisements are better suited for rational appeals.
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Rational

7. An appeal based on emotion. Emotional appeals use
literary devises such as imagery, sound devices,
figurative language, and connotative diction to appeal
to the audience's emotions and feelings
Examples: baby care products.
Emotional Appeal
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8. Fear Appeal
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9. Fear appeals focus on the negative outcomes that can
happen because of an action or inaction. Advertisers
use fear appeals to promote an immediate behaviour
change such as eating healthier or not smoking.
Another fear tactic involves isolation. People will
purchase a product to avoid isolation from others
because of bad hygiene. Deodorant and toothpaste ads
often employ this tactic. Government agencies appeal
to an individual’s fear of death or incarceration to
prevent drinking and driving. Fear appeals work when
the recommended action is specific, effective and
plausible. For example, ads geared toward smokers can
be ineffective if the person does not believe quitting is
within reach.
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Fear Appeal

10. • Humour appeals make consumers laugh and create an
emotional link with the product. A well-executed humour
appeal enhances recollection, evaluation and the intent to
purchase the product. Advertisers link the product with the
humour. For ex, a humorous insurance ad hits the mark
when the humour shows the consumer why having
insurance is beneficial. Using humour at the expense of one
group may lead to resentment. Senior citizens may resent a
product that portrays them as grumpy, while women may
refuse to purchase a product that portrays them as
overbearing. Humorous ads work best with established and
commonly purchased products such as cell phones, fast food
and alcoholic beverages: Mentos Dimag ki batti laa de10
Humour

11. • A bandwagon appeal makes consumers believe they
are missing out by addressing the consumer’s need to
belong. Food and drink ads show hip young adults
enjoying a product and ignoring the individual who
chooses the less popular product. Medical products
show consensus by indicating the number of medical
professionals who support the product.
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Bandwagon

12. For example, a cold medicine ad may say,
"Eight out of 10 doctors recommend this
product" to show product effectiveness.
Automobile dealers and cell phone providers
give sales and user statistics to indicate why
their product is the more preferred. This type of
message says buy this product because everyone
does. If done correctly, the consumer will
purchase the product. Bandwagon appeals can
backfire in that the consumer’s desire to fit in
can conflict with the ability to make a rational
decision.
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13. Ethical Appeal
• An appeal based on the character of the
speaker or writer. An ethical appeal relies on
the character, reputation, or expertise of the
writer to give the argument validity or
persuasiveness
• Adopt Stray Dogs, Don’t buy
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14. • Appealing to a person’s natural desire to experience
romance and appeal to others romantically. The goal
of the romantic appeal is to make people feel like
they will be more attractive, more desirable, and more
likely to get the person of their dreams if they use a
certain product or take certain actions.
Romance Appeal
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15. Romance Appeal
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https://thevisualcommunicationguy.com/business-
communication/advertising-appeals-overview/

16. • Appealing to people’s obsession of and trust in
numbers. The goal of the statistics appeal is to use
numbers and data to persuade people that what you
have to say or what your product does is accurate,
and research-based.
Statistics Appeal
https://www.slideshare.net/Yashaswini100/advertisement-appeals-34029345 16

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Fallacy appeal
A statement which may appear to be an argument
but is not logical and may be misleading.
Position Appeal
The opinion of the writer the stance he or she takes
on an issue.
Qualify Appeal
To altar of modified according to available evidence

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1. It should be thematic
2. It should be communicative
3. It should be interesting
4. It should be believable
5. It should be complete
Essentials of good appeal

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• Text Books:
• Chunawala S.A. And Sethia K.C. (2006)
Foundations Of Advertising Theory And Practice,
Himalya Publishing House, Mumbai
• Online Reference:
• https://www.marketing91.com/advertising-appeal/
• Youtube link: Source: CEC
• https://www.youtube.com/watch?v=hPMdnXv4N_
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REFERENCES

20. Advertising appeal which is used to attract the
attention of the consumers, effectively
influence their feelings and change their
attitude in favor of the advertised
product/service.
It is the connect that consumers feel with the ad.
Creating such an appeal encompasses
understanding what the consumers want or
need and what excites them.
SUMMARY
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21. THANK YOU
For queries
Email: Chanchal.e8938@cumail.in
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