Various types of Advertising appeals and execution styles

1. MODULE X
Various types of Advertising appeals and execution
styles

2. Rational appeals
• A rational ad becomes believable and effective. Although there may be some
disagreement regarding which motives are rational and which are emotional,
the following are some buying motives:
1. High Quality
2. Low Price
3. Long Life
4. Performance
5. Ease of use,
6. Re-sale value
7. Economy

3. Emotional appeals
• Emotional appeals are those appeals, which are not preceded by
careful analysis of the pros and cons of making a buying.
• Emotional appeals are designed to stir up some negative or positive
emotions that will motivate product interest or purchase. Different
emotional appeals, which are particularly important from the
advertising point of view, are listed below.
• All brands have rational and emotional credentials. Levi's is youthful,
rebellious and sexy. But it offers rational benefits like strength too.
One has to balance between rational and emotional arguments

4. • Negative Emotional Appeals: An advertiser may try to induce a
particular behavioral change by emphasizing either positive or
negative appeals, or a combination of both.
• For example, an advertising campaign to get the target audience to
buy fire insurance may stress the positive aspect -low cost relative to
other investment, the services the insurance company provides, early
settlement of claims, and so on; or it may stress the negative aspect
of not getting insurance - the danger of losing one's possessions or
the ravages of fire.

5. • Positive appeals use the strategy of "reducing" a person's anxiety
about "buying and using" a product, while negative appeals use the
strategy of "increasing" a person's anxiety about "not using" a
product or service.
• In general, a positive appeal stresses the positive gains to a person
from complying with the persuasive message; the negative appeal
stresses his loss if he fails to comply.
• Emotions are those mental agitations or excited states of feeling
which prompt us to make a purchase.

6. Fear Appeals in advertising
• A fear appeal in advertising is a message that is designed to scare the
intended audience by describing a serious threat to them.
• The advertising tactic is to motivate the intended audience to engage
or not engage in certain behavior based upon a fear.
• Ads sometimes use fear appeals to evoke this emotional response
and arouse individuals to take steps to remove the threat. Some, like
the anti smoking ads used by the Cancer Patient Aid Association,
stressing that smoking causes impotency. Others—like those for
deodorant, mouthwash, or dandruff shampoos—threaten
disapproval or social rejection.

7. Sex Appeals in Advertising
• A psychological basis that motivates the viewer toward the
advertiser’s goals by titillating the viewer with actual or suggested
nudity or sexual behavior.
• As the name suggests, these ad appeals utilize the suggestion of
romance, sexual attraction, or sex to sell products.
• Some sexual ad appeals actively evoke the promise of sexual
fulfillment by suggesting that if you wear a certain perfume or use a
certain shampoo, you will receive more attention from the opposite
sex.

8. • This Gucci cologne as is a classic example of a sexual ad creative.
• These ads typically feature suggestive attire and partial nudity to draw
attention.
• Ads for products that are sexual in nature (like condoms) may feature
greater amounts of nudity and be more explicit than suggestive in
their messaging.
• Other sexual ad appeals are less direct, aiming to appeal to the
subconscious. By suggesting that certain types of clothing, cars, or
luxury products make the user desirable or attractive, these ad
creatives hope to cultivate a longing within the consumer.

9. • People remember ads with sexual appeal but it has no effect on sales,
says research
• We've always been told `sex sells'. It's just one of life's truths.
According to new research that might not be the case. In fact, it could
mean quite the opposite.
• Not only do adverts using sex as their main gambit or grab our
attentions not make us any more likely to remember a brand, some of
us are actually more likely to form a negative attitude towards the
company. Simply put, we're no more likely to buy a product if sex is
used to sell it.

10. Humor in advertising
• Humour or humor is the tendency of particular cognitive experiences
to provoke laughter and provide amusement. People of all ages and
cultures respond to humour.
• The majority of people are able to experience humour, i.e., to be
amused, to laugh or smile at something funny, and thus they are
considered to have a sense of humour.
• Humor appeals make consumers laugh, connecting directly to them
on an emotional level. They can help make a brand, product, or
service more likable and also reinforce brand perception in the
market, doing double duty.

11. When to Use Humor Appeals?
• Humor appeals work best for established brands and familiar
products. If consumers aren’t familiar with who you are, what you
sell, or what services you offer, a humor appeal can confuse them.
• If you have a relatable product or service and want to increase your
market share, humor can help you do so.
• A personal injury law firm or insurance provider may want to steer
clean of this type of neuroscience marketing, since accidents and
injuries aren’t really funny. Non-profits and public health campaigns
may also find that humor appeals clash with the substance of their
ads.

12. • However, a variety of benefits have been suggested for humorous
appeals including:
1)Humor attracts attention.
2)Humor can increase retention of the advertising message.
3)Credibility of the source can be enhanced with humor.
4)Attitude toward the ad can be enhanced with the use of humor.
5)Counter arguments may be minimized with the use of humor
because it acts to distract the audience from making cognitive
responses.

13. Various Advertising Execution Techniques
• Straight-Sell Copy
• Scientific / technical
• Demonstration
• Comparative copy
• Testimonials
• Slice of Life / Dramatization
• Animation / Imagery / Fantasy
• Personality symbol
• "Reason Why"
• Combinations
• Feel good Ads
• Fund raising copy