ADVERTISEMENT APPEALS OF PRODUCTS

1. ADVERTISEMENT APPEALS
NISHA PHILIP
S2 MBA
Mar Athanasios College for Advanced Studies Tiruvalla(MACFAST)
Kerala, India
www.macfast.org

2. ADVERTISEMENT APPEALS
• An advertising appeal refers to the approach used to attract the
attention of consumers and to influence their feelings towards the
product ,service or cause. It is something that moves people, speaks
to their wants or need and excites their interest.
• Advertisement appeals aim to influence the way consumers view
themselves and how buying certain products can prove to be
beneficial for them.
• The message conveyed through advertising appeals influence
the purchasing decisions of consumers.
• Advertising uses appeals as a way of persuading people to buy
certain products.
• Advertisement appeals are designed in a way so as to create a
positive image of the individuals who use certain products.

3. DIFFERENT TYPES OF APPEALS
• The most common types of appeals are:-
Emotional Appeal
Fear Appeal
Music Appeal
Bandwagon Appeal
Statistics Appeal
Celebrity Appeal
Rational Appeal
Humour Appeal
Romance Appeal
Youth Appeal

4. LIFEBUOY HANDWASH
• Lifebuoy Handwash offers germ protection with a unique
formulation that generates a rich lather . This provides an
effective and hygienic wash in every corner of the hands and
nails, at the same time leaving your hands fragnant .
• Lifebuoy Handwash is available in both refills and hand pumps
and it has the following variants :-
Lifebuoy Care Hand wash
Lifebuoy Nature Hand wash
Lifebuoy Activfresh Hand wash
Lifebuoy Cool Fresh Hand wash
Lifebuoy Green Tea Hand wash
Lifebuoy Classic / Total 10 Hand wash

5. TYPE OF APPEAL USED
• Fear appeal is used in the advertisement of lifebuoy handwash.
• The ad of Lifebuoy liquid handwash featured school kids
eating their meals together during recess. One kid says that his
mom recommends washing hands with soap for full one
minute to completely get rid of germs .In reply, one girls “is
your soap slow?’’ and all kids laugh at the boy. Lifebuoy
handwash is introduced and claims to provide 100% protection
against germs in just 15 seconds handwash.
• Fear is also an important factor that can have an incredible
influence on individuals. This fear appeal is often used in
marketing campaigns of health products.
• The company tries to shows the negative consequences ,if the
customer fails to use their products . This creates fear in their
minds and persuades them to buy.

6. EFFECTIVENESS OF THE APPEAL
• Fear appeals are effective at positively influencing attitude ,
intentions and behaviours.
• Lifebuoy is expected to be a family friendly product for all the
members of the family who want to have a clean and germ free
life.
• Sometimes advertising appeals are not effective at very few
circumstances.

7. LIFE INSURANCE
• Life Insurance is a contract between an insurance policy
holder and an insurer , where the insurer promises to pay
a designated beneficiary a sum of money in exchange
for a premium , upon the death of an insured person
(policy holder).
• Depending upon the contract ,other events such as
terminal illness or critical illnesses can also trigger
payment .
• Life based contracts tend to fall into two major
categories :- Protection policies
Investment policies

8. TYPE OF APPEAL USED
• Fear Emotional Appeal, Humour Appeal , Building trust are used
in most of the Life Insurance advertisement appeal .
• Fear has been found to force individuals “to break from routine
and pay close attention to the world’’ including persuasive
messages .
• Advertisers sometimes use fear appeals to evoke this emotional
response and arouse consumers to take steps to remove the
threat.
• The Life Insurance of India advertisement says, ‘because things
can go wrong anytime , anywhere ’ and in one of their ad
featuring “the mother having a pleasant time with her child ,
which may turn into a hospital scene.

9. EFFECTIVENESS OF THE APPEAL
• Fear and humour in insurance advertising can be good at
triggering attention and interest.
• Strong fear appeals are in general more effective than weak
appeals, using fear to communicate many risks and pitfalls.
• Scary ads may lead to increased and dysfunctional anxiety
among high risk recipients.

10. ANTI – AIDS CAMPAIGN
• TYPE OF APPEAL USED
• Fear appeal advertisements are used here.
• Social advertising campaigns address anti- social behaviour
and pandemics like HIV/AIDS with Efficacy , Attitude and
Behavioural intention in HIV/AIDS fear appeal advertising.
• EFFECTIVENESS OF THE APPEAL :-
• With the use of fear in social advertising increases the
likelihood of adopting appropriate behaviour pertaining to
HIV/AIDS prevention.

11. PICK POCKETING AWARENESS CAMPAIGNS
ON RAILWAY STATIONS
• Pick pocketing awareness aims to make people aware of theft.
• TYPE OF APPEAL USED:-
 From the railway services perspective , pickpockets threaten its
income. If too many customers are robbed , people will avoid
use of such stations and instead carpool or share taxi’s , thus
depressing ticket sales. Proper safety must be ensured to
passengers.
 Increase the personal safety awareness of people through
newspapers , magazines , television , billboards and internet .
 All stations must have public awareness campaign about
pick pocketing .

12. EFFECTIVENESS OF THE APPEAL
• This type of awareness campaigns helps the passengers to take
care of their belongings properly .
• The aim of this campaign is to provide advice and information
and raise awareness among the public.