1. Topic: AdvertisementsAppeals
Paper: 15
Paper Name: Mass Communications and Media
Studies
Prepared by: Drashti Mehta
Roll No:7
PG Enrollment No:PG13101021
Sem:4
Email id: drashti.mehta.111993@gmail.com
Submitted to: Smt. S.B. Gardi, Department of
English, Maharaja Krishnakumarsinhji Bhavnagar
University
Bhavnagar University
Bhavnagar(Gujarat-India)

2. Basic
Human
need Food
Clothing
Shelter
Advertising Appeal
Special
need
Special need
for
necessities can
not be created
with
advertising
certain other
products
provide
comfort in life
advertising
aims
to generate
demands

3. Advertisements
use appeals
To buy
certain
products
Advertising
appeals
are
designed in
a way
who use
certain
products
to create a
positive
image of the
individuals
Advertising agencies
and companies use
different types of
advertising appeals to influence
the purchasing
decision of
people

4. An individual’s
psychological and
social needs for
purchasing certain
products and
services.
Where there
is not much
difference
between
multiple
product
brands and
its offerings.
Emotionally
motivated
consumers
Includes
personal
and
social
aspects
Emotional
Appeal

5. 1. Personal Appeal
• Some personal emotions
that can drive individuals to
purchase products include
safety, fear, love, humor, joy,
happiness, sentiment,
stimulation, pride, self
esteem, pleasure, comfort,
ambition, nostalgia etc.

6. 2.Social Appeal
• Social factors -aspects
as recognition, respect,
involvement, affiliation,
rejection, acceptance,
status and approval.

7. 3.Fear Appeal
• Incredible influence on
individuals.
• Good effect - beauty and
health products including
insurance.
• Advertising experts indicate
that using moderate levels
of fear in advertising can
prove to be effective.

8. 4.Humour Appeal
• 30% of the advertisements.
• Tool to catch the viewer’s attention
• Some benefit

9. 5.Sex Appeal
• Curiosity of the audience and can
result in strong feelings about the
advertisement.
• It can also result in the product
appearing interesting.
• Boomerang effect if it is not used
carefully.
• It can interfere with the actual
message of the advertisement
and purpose of the product and
also low brand recall.
• Should not seem vulgar. The shift
should be towards sensuality.

10. 6.Music Appeal
• 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 capture attention and increase customer recall

11. 7.Scarcity Appeal
Limited supplies or
limited time period for
purchase of products
Employing promotional
tools including
sweepstakes, contests
etc.

12. 8.Rational Appeal
• The individual’s functional,
utilitarian or practical needs for
particular products and services.
• How it would be beneficial to
own or use the particular brand.
• Print media
• Business to business advertisers

13. 9.Masculine Feminine Appeal
• Used in cosmetic or
beauty products and
also clothing.
• Perfect person.
• Message- infuse the
perfection or the stated
qualities

14. 10.Brand Appeal
• People who are brand
conscious – choose
particular products to make
brand statement

15. 11.Snob Appeal
Creating
feeling of
desire or
envy
for products that are
termed top of the line
or that have
considerable qualities
of luxury
elegance
associated with
them

16. 12.Adventure Appeal
• Purchasing this product
will change the
individual’s life radically
and fill it with fun,
adventure and action.

17. 13.Less than
Perfect
Appeal
pointing out their
inadequacies or making them
feel less perfect and more
dissatisfied with their present
condition
These types of advertising
appeals are used in cosmetic
and health industries

18. 14.Romance Appeal
The attraction between man and woman.
Used to signify that buying certain products
will have a positive impact on the opposite
sex and improve your romantic or love life.
Fragrances, automobiles and other
products use these types of advertising
appeals

19. 15.Emotional Words/ Sensitivity
Appeal
• These advertisements are used to drive at and
influence the sensitivities of consumers

20. 16.Youth Appeal
Advertisements that reflect
youth
giving
aspects
or
ingredients
or
products
use these
types of
appeals
Cosmetic
products in
particular
make use
of these
appeals

21. Endorsement
• Celebrities and well known
personalities often endorse
certain products and their
pitching can help drive the
sales

22. Play on words
Advertisements also make
effective use of catch phrases
to convey the message
Such appeals help in brand
recognition and recall and can
be quite popular with the
youth in particular

23. Statistics
Advertisement
also use
statistics and
figure to display
aspects of the
product and its
popularity in
particular

24. Plain Appeal
These
advertisements
use
everyday
aspects of life
and appeal of
life
and appeal to
ordinary people
regarding the
use of product
or service

25. Bandwagon Appeal
This type of advertising appeal is
meant to signify that since
everybody is doing something you
should be a part of the crowd as
well.
It appeals
towards the
popularity
aspect or
coolness aspect
of a person using
particular
product or
service