This document discusses different types of advertising appeals that can be used to attract consumers or influence their feelings towards products. It identifies two main categories of appeals - rational appeals, which appeal to logic and reason, and emotional appeals. Some specific emotional appeals discussed include personal appeals, social appeals, fear appeals, humor appeals, endorsement appeals, sexual appeals, romantic appeals, youth appeals, adventure appeals, popularity appeals, empathy appeals, brand appeals, scarcity appeals, testimonial appeals, status appeals, transparent appeals, and beauty appeals. Examples are provided for many of these different types of appeals.

1. Submitted by: Simardeep Kaur
BJMC 2nd year
21031115
Submitted to: Mrs. Ravneet Kaur

2.  The Advertising appeal refer to the approach used to attract the
attention of consumers or the influence their feelings towards
products, services, or cause.
 An advertising appeal can also be viewed as “something that moves
people, speaks to their wants or needs, and excites their interest.”
 Hundreds of different appeals can be used as the basis for
advertising message. At the broadest level, these approaches are
generally broken into two categories:
 Rational appeals and Emotional appeal.

3.  Personal Appeal :The personal appeal is often referred to as the
emotional appeal. It can persuade a viewer by inciting sadness,
jealousy, happiness, anger, you name it.
Take this Gillette ad for example. It appeals to the concerns of fathers by
using actual sandpaper and research to show the importance of skin to
skin contact with a newborn baby, and the effects it could have later on.

4.  Social Appeal: Everyone wants to feel included or a part of the most
popular trends, and we’re all influenced by what surrounds us. The social
appeal captures just that.

5.  Fear Appeal: The idea is that if consumers don’t use the product you
are advertising, you make them feel like there may be undesirable
consequences as a result.

6. Humor Appeal: The idea is that if consumers don’t use the product you are
advertising, you make them feel like there may be undesirable consequences
as a result.

7.  Endorsement Appeal: We have all seen celebrities and athletes put their
name on a product. Whether it was Ranbir Kapoor in Pepsi or even sonam
kapoor in Snickers.
We’re all influenced by these huge names even though they have nothing
to do with their creation of a product. These ads stir popularity, and if
your favorite celebrity is using a product, you are more likely to follow
suit.

8.  Sexual Appeal : We have all heard the phrase sex sells, and most often
it does. That why companies employ the most attractive models and
even use sexy product shots in their ads.

9.  Romantic Appeal: A lot of us are suckers for a good love story, and just
as romantic movies are big hits, the same can be said with romantic
advertisements. They give us powerful, inspiring feelings and it even will
give us a sense of nostalgia.

10.  Youth Appeal: The target audience for the youth appeal is actually the
older generation. But advertisers will use actors who are much younger than
that target audience. The advertisers want the consumer to feel younger and
more energetic, and they lead us to believe that this can happen by using
their product.

11.  Adventure Appeal:The target audience for the youth appeal is actually the
older generation. But advertisers will use actors who are much younger
than that target audience. The advertisers want the consumer to feel
younger and more energetic, and they lead us to believe that this can
happen by using their product.

12.  Popularity Appeal: Similar to the social appeal is the popularity appeal.
When a lot of people want to wear or do something, you want to do it too.
And companies will purposely brand their products with their logo to ensure
society picks up on that trend.
This is a type of social media banner ad that celebrates the number of
followers and uses the popularity appeal.

13.  Empathy Appeal: This is the empathy appeal. And this can actually
be one of the more tricky techniques. You’ve got to get the viewer to
identify a problem that they’ve maybe never seen before, and this is
typically used in public service announcements to evoke emotion in
understanding a cause.

14.  Brand Appeal: The brand appeal allows companies to sell their products for
higher cost due to consumers wanting to reach a higher status level that can
only be achieved by wearing or using the brand. This product has nothing to
do with quality and everything to do with perception.

15.  Scarcity Appeal: The scarcity appeal is most often paired with the
words “limited time.” The products maybe available but not for long,
and it may be even harder to find, making it more desirable for the
consumer.

16.  Testimonial Appeal: Now, although it’s effective, testimonials don’t just
have to be someone speaking highly of a product. You can think outside the
box.

17.  Status Appeal: Our next ad example is not a shoe ad, this isn’t a shoe
sole ad, this is actually a car advertisement. By appealing to those who
have a love for fancy leather shoes, you are also reaching those who have a
love for fancy cars like, BMWs.
It all signifies a certain status level that is quite subliminal. Often you’ll see
apartments and fashion brands using this method and I do hope that
whoever drove with these shoes, didn’t get too many speeding tickets as
they had a clear love for the gas pedal.

18.  Transparent Appeal: Not every person or a product is perfect. And guess
what? That’s OK. Being transparent about your flaws with an audience can
show realness and in a sense actually earn brownie points.
Volkswagen had a problem with third row sitting in one of its earlier
models. When they revealed a new model with additional seats, they played
off of that previous model. We’ve posted a link to this commercial down in
the description, so I encourage you to check it out for yourself.

19.  Beauty Appeal: With the beauty appeal, advertisers are showcasing their
product in the most appealing way possible. Whether it’s perfect lighting or
maybe photoshopping blemishes, all the focus will be on the product. This way
the buyer can compare and choose the product that’s right for them.

20.  Google.com
 Visme.co/videos/advertising.-appeal-
examples/
 Thevisual.communicationguy.com
 Slideplayer.com