1. FUNDAMENTALS OF ADVERTISING
Topic: Advertising Appeals
By
Dr. Sandeep Kumar
(Assistant Professor)
(UIMS)
www.cuchd.in Campus: Gharuan, Mohali
2. To provide students with a fundamental understanding of
advertising and its place in business, branding, and society.
To provide students with the understanding about
contribution of advertising.
Describe major bases for segmenting consumer and business
markets.
www.cuchd.in Campus: Gharuan, Mohali
Objectives of the Topic
3. • To understand creation of ad theme.
• To understand various ad appeals, their importance and
usage.
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Course Objectives
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4. Advertising
• Advertising is the method used by business, companies and
other organizations to promote their goods and services to
the public.
• The activity or profession of producing advertisements for
commercial products and services.
• Designed in a way so as to create a positive image of the
individuals who use certain products. Advertising agencies
and companies use different types of advertising appeals to
influence the purchasing decisions of people
Understanding Advertising
www.cuchd.in Campus: Gharuan, Mohali
5. • Rational Appeal
• Emotional Appeal
1. Fear appeal
2. Positive appeal
3. Negative appeal
4. Humor appeal
• Social Appeal
Types of Advertising Appeal
www.cuchd.in Campus: Gharuan, Mohali
6. Rational or logical appeals : This type of advertising focus on
the consumer’s need for practicality and functionally in a
product.
These ads tell consumers , the benefits associated with the
purchase of a product.
Types :-
High quality appeals
Low price appeals
Long life appeals
Performance minted appeals
Easy to use oriented appeals
Rational Appeals
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7. • An emotional appeal is related to an individual’s psychological
and social needs for purchasing certain products and services.
For example : JOHNSON AND JOHNSON
• Fear Emotional Appeal - Fear has been found to force
individuals to “to break from routine and pay close attention
to the external world,” including persuasive messages .
Advertisers sometimes use fear appeals to evoke this
emotional response and arouse consumers to take steps to
remove the threat. For example- Life Insurance and sun
screen lotion .
Emotional Appeal
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8. • Positive Appeal: Positive emotions like- humor, love, care,
pride, or joy are shown in advertisements to appeal audience
to buy that product.
Pride Appeal - Micromax Unite 2 appeals to pride in one’s
mother tongue.
Which provide 21 languages in one phone along with the tagline
“ Apni Matra Bhasha ki aazadi”
• Humor appeal causes consumer to watch advertisement,
laugh on it, and most important is to remember
advertisement and also the product connected with humor.
Conti…
www.cuchd.in Campus: Gharuan, Mohali
9. • Social factors cause people to make purchases and include
such aspects as recognition, respect, etc.
Social Appeal
www.cuchd.in Campus: Gharuan, Mohali
10. • Students will understand ad making on the basis of appeals
• Students will learn how to target audience through ad appeal
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Topic’s Outcome
11. Will prepare students for a career in Advertising Industry.
Will acquire skills of Campaign planning, management and
development.
Will develop professional communicative competence
Course Outcome
www.cuchd.in Campus: Gharuan, Mohali
12. • Various appeals of Advertising
• Importance and need of appeals in Advertising
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www.cuchd.in Campus: Gharuan, Mohali
FAQ’s
