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Advertising appeals

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A look at some of the different techniques used by advertisers. Includes emotional appeal, humourous appeal, sexual appeal, facts and figures, bandwagon, plain folks, snob appeal, etc.

Published in: Education
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Advertising appeals

  1. 1. Advertisement Appeals1. Glittering Generalities : usually one word is singled out, and it sounds appealing, but is difficult to define1. Ex: dignity, freedom, fame, integrity, justice, tasty, sensational
  2. 2. Advertisement Appeals2. Transfer: transferring ideas and emotionsfrom one thing to another (simile or metaphor) Ex: “Tommy Hilfiger designs clothes for men that are as classic as a ‘55 Thunderbird” “ Smoke a Mint Fresh and get a breath of springtime”
  3. 3. Advertisement Appeals2. Transfer: transferring ideas and emotionsfrom one thing to another (simile or metaphor)
  4. 4. Advertisement Appeals2. Transfer: transferring ideas and emotionsfrom one thing to another (simile or metaphor)
  5. 5. Advertisement Appeals3. Hidden Fears: playing upon theindividual’s insecurities
  6. 6. Advertisement Appeals3. Hidden Fears: playing upon theindividual’s insecurities
  7. 7. Advertisement Appeals4. Testimonial: endorsement by a well-known individual or organization
  8. 8. Advertisement Appeals4. Testimonial: endorsement by a well-known individual or organization
  9. 9. Advertisement Appeals5. Emotional Appeal: attempts to createpositive or negative emotions in the viewer(ex: joy, jealousy, sadness, rage, etc.)
  10. 10. Advertisement Appeals
  11. 11. Advertisement Appeals http://www.youtube.com/watch?v=Q8-N8t_P3oE
  12. 12. Advertisement Appeals
  13. 13. Advertisement Appeals Warning: the next slide contains a graphic image that some viewers may find distrubing
  14. 14. Advertisement Appeals This is alsotestim o n ia l
  15. 15. Advertisement Appeals6. Facts and Figures: using proven factsand numbers (ex: statistics)
  16. 16. Advertisement Appeals
  17. 17. Advertisement Appeals7. Bandwagon: the suggestion thateveryone is doing it; ex: “#1 Best Seller!”“Everyone has one!”
  18. 18. Advertisement Appeals 7. Bandwagon: the suggestion that everyone is doing it; ex: “#1 Best Seller!” “Everyone has one!” This is afacts/f lso igures
  19. 19. Advertisement Appeals8. Plain Folks: appeals to simple living(ex: old-time mom and pops; country folk)
  20. 20. Advertisement Appeals8. Plain Folks : appeals to simple living (ex:old-time mom and pops; country folk)
  21. 21. Advertisement Appeals8. Plain Folks : appeals to simple living (ex:old-time mom and pops; country folk) This is alsotransfe r
  22. 22. Advertisement Appeals9. Snob Appeal: appeals to the rich life andthe desire for status
  23. 23. Advertisement Appeals9. Snob Appeal: appeals to the rich life andthe desire for status
  24. 24. Advertisement Appeals9. Snob Appeal: appeals to the rich life andthe desire for statusThis isalso nal emotio l appea
  25. 25. Advertisement Appeals10. Sexual Appeal: either direct orunderlying, through images or words
  26. 26. Advertisement Appeals10. Sexual Appeal: either direct orunderlying, through images or words
  27. 27. Advertisement Appeals11. Humourous Appeal: the reality of thead would be a ridiculous concept to viewers
  28. 28. Advertisement Appeals11. Humourous Appeal: the reality of thead would be a ridiculous concept to viewers This is also sexua l appea l
  29. 29. Advertisement Appeals11. Humourous Appeal: the reality of thead would be a ridiculous concept to viewers
  30. 30. Advertisement Appeals11. Humourous Appeal: the reality of thead would be a ridiculous concept to viewers
  31. 31. What Appeals Do You See?testim Facts / figures o n ia l nal? otio to Em ire (des se) plea
  32. 32. Now that you know how the advertisers do it,you will be more aware of why certainproducts are persuasive.No more m e d ia y pn osis! h
  33. 33. If you know why you are persuaded by something,you will be a wiser, less-biased consumer. Mor e one y for m s ean orm hat ney f you! T o r e m ants ! mo l p co o

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