This document discusses different types of advertising appeals commonly used in Indian advertisements, including fear, humour, music, and fantasy. It provides examples for each type of appeal. Humour advertisements are illustrated using ads from Fevicol and Colgate that use jokes or funny scenarios to promote their products. Fear advertisements are exemplified by life insurance and anti-smoking ads that aim to evoke an emotional response. Musical advertisements like those from Idea and Dairy Milk incorporate catchy jingles to increase recall. Fantasy advertisements take imaginative approaches like the Zoozoos characters in Vodafone ads or the Amul girl mascot.

1. MARKETING
Indian advertisements based on Fear, Humour, Musical ,
Fantasy
STEFFI PHILIP
S2 MBA
MACFAST

2. ADVERTISING
• Advertising is an audio or visual form of marketing communication that employs an
openly sponsored, non-personal message to promote or sell a product, service or idea.
Sponsors of advertising are typically businesses wishing to promote their products or
services. Advertising is differentiated from public relations in that an advertiser pays
for and has control over the message. It differs from personal selling in that the
message is non-personal, Not directed to a particular individual. Advertising is
communicated through various mass media including traditional media such as
newspapers, magazines, television, radio, outdoor advertising or direct mail and new
media such as search results, blogs, social media, websites or text messages.

3. HUMOUR ADVERTISEMENTS
• FEVIKWIK
Humour appeal causes consumer to watch advertisement, laugh on it and most important is to remember
advertisement and also the product connected to the humour.
Company says cricket is like fevikwik it bonds people together.
This advertising appeal uses humour as a tool to achieve product promotion.
Sometimes people remember the joke or satire associated with the product, which makes them attracted to it.
• COLGATE
The message is conveyed in a very light hearted or funny manner. This style of advertise
appeals to the masses and product sales are boosted.
The humour brought in the colgate mouthwash ad is quite interesting and thought
provoking. Also people will remember this scene when they see this product.

4. FEAR ADVERTISEMENTS
• LIFE INSURANCE
o Fear has been found to force individuals to “to break from routine and pay close attention to the
external world’’ including persuasive messages.
o Advertisers sometimes use fear appeals to evoke this emotional response and aruse consumers to
take steps to remove the threat.
• SMOKING
o Tobacco kills this appeal includes fear and guilt to get people to do things they should or stop.
o Incredible influence on individuals.
o Advertising experts indicate that using moderate levels of fear in advertising can prove to be
effective.
o Fear appeals play on persons emotions in a negative manner.

5. MUSICAL ADVERTISEMENTS
• IDEA
Music can be used as types of advertising appeals as it has a certain intrinsic value and can help
in increasing the persuasiveness of the advertisement.
It can also help catch attention and increase customer recall.
The idea ‘ Honey Bunny’ jingle is in a very funny voice and well rhymed.
It is equal to a song .Because of that customers registered easily.
• DAIRYMILK
Good music contribute to the effectiveness of an ad by making it more attractive.
Music increases the memorability of a product or products name in a way that it
become the consumers favourite product.
In dairy milk ‘kiss me close your eyes’ is a favourite songs to the people.

6. FANTASY ADVERTISEMENTS
• VODAFONE
 Zoozoos advertisement characters promoted by Vodafone during the India Priemer Leaugue
season 2 (IPL).
Campaign to communicate the VAS offered by the company( Vodafone connected to friends
and at home).
The ads were created by Ogilvy and Mather.
• AMUL
One of the most conservative FMCG entities, GCMMF spends a mere 1% of its turnover on
promotions.
Amul butter girl is one of the longest running ad campaigns in the country for 41 years.
Intelligent marketing of milk, icecream and butter milk.