This document discusses different types of advertising appeals, including emotional, rational, humor, youth, scarcity, and adventure appeals. It defines advertising and notes that the goal is to attract attention, generate interest, and encourage action regarding a product. Emotional appeals relate to psychological and social needs, using emotions like happiness, sadness, anger, and pride. Rational appeals emphasize product characteristics and benefits. While rational appeals provide information, emotional appeals are often more effective at creating purchase intentions. The conclusion discusses how television and internet ads now play a significant role in influencing consumer purchase decisions by targeting emotions.

1. Advertisement & It’s
Appeal
Name :- Urvashi Chauhan
M. A Sem :- 4
Paper :- Mass Communication & Media studies
Mail Id :- urvashichauhan157@gmail.com
Year :- 2020
Department of English MKBU

2. What is Advertisement ?
• The team ‘ Advertising’ hase been derived from the Latin word
Adverto which means to drive the attraction towards something.
• Definition : Advertising is a paid from of non- personal presentation
of ideas, goods or services by an identified sponsor. - Richard
Buskirk
• Advertising is a form of communication used to persuade an
audience to take some action with respect to product’s idea or
services.

3. Advertising as a mode of communication
•Attract attention
•Secure interest
•Obtain action
•Build desire for the product

4. Behind the Advertising
• Advertiser
• Media
• Vendors
• Target Audience

5. Emotional appeal
• Related to an individual
psychological & social needs for
purchasing certain products &
service.
• Consumer are emotionally
motivated or driven to make
certain purchase.
• They use emotions like :- happy,
sad, angry and pride.
- personal
- social
- fear

6. Adventure
•This type of
Advertising give
impression that
purchased a product
will change their life
and feel it with fun
And action.

7. Humour
• Balaji wafers, feviquick India Pakistan
• Humourr is a elements that is use in
around 30% of Advertisement.
• It can be an excellent tool to catch the
viewers. It attraction help in achieving
instant recall which can work well for
the sale of the product.
• Customer can derive without which
the joke might overpowered to
massage.

8. Youth appeal
• These Advertising’ reflect that youth
Give importance to some products it’s
attracts them.
• Cosmetic products in particular make
use of these appeals. In the
advertisements below, the product is
shown used by some young celebrities
of the country. The products are
advertised in such a way that the young
customers feel that it connects to them.

9. Scarcity appeals
• These types of
Advertisement are based
on limited time period
purchase of products
• Like a sale online mobile,
laptop
• The primary benefits of this
appeal is to encourage
consumer to take action.

10. Rational
•
• Rational appeals as the name suggests
aims to focus on the individual’s
functional, utilitarian or practical needs
for particular products and services.
• Such appeals emphasize the
characteristics and features of the
product and the service and how it
would be beneficial to own or use the
particular brand.
• Print media is particularly well suited for
rational appeals and is often used with
good success.
• It is also suited for business to business
advertisers and for products that are
complex and that need high degree of
attention and involvement.

11. Rational appeal vs Emotional appeal
• Advertising appeal is classified into rational and emotional
appeal
• Rational appeal covers more product information and
practical content. Attraction consumer and creating better
purchase intention
• They believe rational appeal works better in arousing
consumer
• There are positive as well as negative emotions but in the
ads campaign negative emotions can be converted to
positive emotions
• The deals with hope and dreams are present

12. Conclusion
• Today television and internet ha s change the
communication pattern.
• Ads on t.v and internet playing singnificat role in charge the
buying process of the consumer
• Mostly ads using emotions the brand wants to stay mind
target of consumer.

13. Work cited
Bhagat, Neha. "Emerging trend of Emotional Appeal in Indian Television
Advertising." IOSR Journal Of Humanities And Social Science 22.8 (2017):
4.