Ad Appeals


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  • sorry sir cudnt get back to u earlier. as far as presentation is concerned you are most welcome to use it in anyway u find it useful n i wud love to interact u on a personal basis so my email ID is so do get in touch with me. regards: Sachin Jain, India
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  • I Love your presentation and use it in my class. it has saved me a huge amount of work to research and compile the information found within. I am now writing an article on using ads in the ESL classroom and it will be a chapter in a book to be published by TESOL.

    I would like to ask your permission to cite your presentation in my chapter. Would you let me know asap (my deadline is Feb. 12th. It helps me and also you by letting slideshow know that teachers ARE using and appreciating your post.

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    Joyce Cunningham
    Ibaraki University
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Ad Appeals

  1. 1. Recognizing Appeals and Claims
  2. 2. Advertisers use claims and appeals to convince us to purchase their products. Let’s take a closer look at each and view some sample ads.
  3. 3. Advertising Appeals <ul><li>Fear </li></ul><ul><li>Humor </li></ul><ul><li>Sex </li></ul><ul><li>Music </li></ul><ul><li>Rational </li></ul><ul><li>Emotions </li></ul><ul><li>Scarcity </li></ul>
  4. 4. What is an Advertising Appeal? <ul><li>Something that moves people, speaks to their wants or need, and excites their interest. </li></ul>
  5. 5. Deciding on an Advertising Appeal <ul><li>Review Creative Brief (specifically objectives section) </li></ul><ul><li>The nature of the product </li></ul><ul><li>The preferences of the client (very important) </li></ul><ul><li>Common sense and gut feeling </li></ul>
  6. 6. Fear Appeal <ul><li>Increases viewer interest in the ad and the persuasiveness of the ad. </li></ul><ul><li>Used with health and beauty products, idea marketing, insurance. </li></ul><ul><li>Most experts believe that a moderate level of fear is most effective. </li></ul>Over exposure to Sun, Use sun Screen lotion!!
  7. 7. &quot;Jeene Ka Andaaz Sudhariye&quot; (improve your lifestyle) SAFFOLA
  8. 8. Humor Appeal <ul><li>Used in 30% of all advertisements. </li></ul><ul><li>Excellent at capturing attention. </li></ul><ul><li>Score high in recall tests. </li></ul><ul><li>Should be related directly to customer benefit. Or else, the joke can overpower the message. </li></ul>
  9. 10. Sex appeal <ul><li>Sexual appeal or sensuality is used to sell the product. </li></ul><ul><li>Here a model is used to sell liquor. </li></ul>
  10. 11. Are Sex Appeals Effective? <ul><li>Research Results </li></ul><ul><li>Sex and nudity do increase attention. </li></ul><ul><li>Rated as being more interesting. </li></ul><ul><li>Often leads to strong feelings about the advertisement. </li></ul><ul><li>Brand recall is lower. </li></ul><ul><li>Often interferes with message comprehension </li></ul>
  11. 12. Music Appeals <ul><li>Has intrusive value. </li></ul><ul><li>Gains attention and increases the retention of visual information. </li></ul><ul><li>Can increase persuasiveness of an advertisement. </li></ul><ul><li>Design Questions </li></ul><ul><ul><li>What role will music play? </li></ul></ul><ul><ul><li>Will a familiar song be used or new song created? </li></ul></ul><ul><ul><li>What emotional feeling should song solicit? </li></ul></ul><ul><ul><li>How does the music fit with the message of the ad? </li></ul></ul>
  12. 13. Rational Appeals <ul><li>Based on Hierarchy of Effects model. </li></ul><ul><li>Print media is well-suited for rational appeals. </li></ul><ul><li>Used by business-to-business advertisers. </li></ul><ul><li>Well-suited for complex and high involvement products. </li></ul>
  13. 14. Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative
  14. 15. Emotional Appeals <ul><li>Based on three ideas: </li></ul><ul><ul><li>Consumers ignore most ads. </li></ul></ul><ul><ul><li>Rational ads go unnoticed. </li></ul></ul><ul><ul><li>Emotional ads can capture attention. </li></ul></ul><ul><li>Viewed by creatives as key to developing brand loyalty. </li></ul><ul><li>Uses peripheral processing route. </li></ul><ul><li>B-to-B advertisements using more emotional appeals. </li></ul><ul><li>Works well when tied with other appeals </li></ul>
  15. 16. This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals
  16. 17. Emotions Used in Advertisements <ul><li>Trust </li></ul><ul><li>Reliability </li></ul><ul><li>Friendship </li></ul><ul><li>Happiness </li></ul><ul><li>Security </li></ul><ul><li>Glamour/luxury </li></ul><ul><li>Serenity </li></ul><ul><li>Anger </li></ul><ul><li>Protecting loved ones </li></ul><ul><li>Romance </li></ul><ul><li>Passion </li></ul><ul><li>Family Bonds </li></ul><ul><ul><li>with parents </li></ul></ul><ul><ul><li>with siblings </li></ul></ul><ul><ul><li>with children </li></ul></ul><ul><ul><li>with extended family members </li></ul></ul>
  17. 18. Snob appeal <ul><li>The consumer will join the ranks of the elite by using the product </li></ul><ul><li>The ad reads, “Extraordinary food for extraordinary dogs.” A dog will join the ranks of the elite by eating this dog food. </li></ul>
  18. 19. Appeal to authority <ul><li>This selling device depends on a television star, an athlete, or other public personality to endorse an item. </li></ul><ul><li>Use of the product will make the consumer as wealthy, as famous, as talented, or as beautiful as the spokesperson. </li></ul>
  19. 20. Plain folks appeal <ul><li>Reverse snob appeal applies here. In these ads the intent is to appeal to the average person. </li></ul><ul><li>This ad is geared toward women with average bodies. It wants these women to believe the company has created a product with just them in mind. </li></ul>
  20. 21. Bandwagon appeal <ul><li>This appeal works because most of us don’t want to stand out by being different, and we want what others have. </li></ul><ul><li>The ad says that “Coke is the most asked-for soft drink in the world.” </li></ul>
  21. 22. Scarcity Appeals <ul><li>Based on limited supply or </li></ul><ul><li>Based on limited time to purchase. </li></ul><ul><li>Often tied with promotion tools such as contests, sweepstakes and coupons. </li></ul><ul><li>Encourages customers to take action. </li></ul>
  22. 23. And now for the claims... Claims
  23. 24. Scientific or statistical claim <ul><li>This kind of ad refers to some sort of scientific proof or experiments, to very specific numbers, or to an impressive-sounding mystery ingredient. </li></ul><ul><li>“ Certs contains a sparkling drop of Retsyn.” What exactly is “Retsyn”? </li></ul>
  24. 25. Scientific or statistical claim <ul><li>What scientific or statistical claim is being made here? </li></ul>
  25. 26. Compliment the consumer claim <ul><li>This claim butters up the consumer with some sort of flattery. </li></ul><ul><li>The ad reads, “[W]e specialise [European spelling] in the creation of individual cars, built to individual requirements, each as individual as it’s owner.” It’s trying to compliment the consumer for being an individual. </li></ul>
  26. 27. Compliment the consumer claim <ul><li>In what way does this ad compliment the consumer? </li></ul>
  27. 28. <ul><li>This technique poses a question that is worded in such a way that the consumer’s answer affirms the product’s goodness or desirability. </li></ul><ul><li>The ad reads, “Are you in?” It suggests that being “in” the car is what we should want. </li></ul>Rhetorical question claim
  28. 29. Unfinished claim <ul><li>The unfinished claim suggests that a product is “better” or has “more”, but it does not finish the comparison. </li></ul><ul><li>The ad says Plax removes more plaque than brushing alone, but it does not tell how much more. </li></ul>
  29. 30. Unfinished claim <ul><li>What unfinished claim is made here? </li></ul>
  30. 31. Weasel word claim <ul><li>Weasel words are used to make products seem special or unique. </li></ul><ul><li>Some of the most common weasel words are listed to the right. </li></ul>Helps Fortified Enriched Many Virtually Can be Up to
  31. 32. Weasel word claim <ul><li>The ad says Cascade gets dishes “virtually spotless”. The advertiser hopes we remember the word spotless and forget the word virtually. </li></ul>Virtually
  32. 33. Is that all? <ul><li>Advertisers do employ more than just the appeals and claims listed, and they frequently use more than one appeal or claim in each advertisement. </li></ul>