Seven major advertising appeals are discussed: fear, humor, sex, music, rationality, emotions, and scarcity. The document recommends choosing an appeal based on the creative brief, ad objective, and means-end chain conveyed. The final choice depends on the product, client and account executive preferences, and whether certain appeals like sex are appropriate. Examples are given of how fear, music, humor, social, and personal appeals have been effectively used in ads for insurance, shampoo, Nationwide, IKEA, Gillette. Musical appeals use catchy jingles to form emotional connections while humor and social appeals engage audiences organically.

1. Advertising Appeals

2. Seven major types of advertising
appeals
• FEAR
• HUMOR
• SEX
• MUSIC
• RATIONALITY
• EMOTIONS
• SCARCITY

3. Which appeal to be used?
• Should be based on a review of the creative
brief
• The objective of the ad.
• The means-end-chain to beconveyed

4. • Final choice could depend on:
1.The product being sold
2.The personal preferences of the advertising
creative and the account executive
3.The wishes of the client
4.Ad. Experts do know that certain appeals are not
effective in certain cases like sex appeals not
being effective when used in the context of
products unrelated to sex

5. Fear
• Insurance companies use ads. that deal with
consequences of untimely death
• Shampoo and mouthwash ads. Invoke fears of
dandruff and bad breadth
• Advertisers use fear appeals plainly because it
works

6. Musical Appeals
• Music can help to capture the attention of a listener
because music is often linked to emotions, experiences,
and memories, grabbing the attention of those not
previously engaged. The use of musical appeals allows for a
connection between the product or service and a catchy
jingle or piece of music. As an example, Nationwide
Insurance uses the well-known 'Nationwide is on your side'
jingle as an appeal. And since these musical memories are
often stored in the long-term recall areas of the brain,
many consumers remember the jingles for extended
periods of time. The selection of music can involve an
already familiar tune or can involve the creation of an
original composition specifically for the ad.

7. Humor
• Humor can bring relief to what might otherwise
be a mundane and expected ad. The right type of
humor will grab attention for organic
engagement from your audience.
• It's important to note that humor can also be
risky, so businesses really have to know
themselves and their audience before committing
to something that could bring negative attention
should there be a misunderstanding.

8. Social Appeal
• People are motivated by what others are doing.
In this IKEA ad, there's a clear reference to the
insanely popular TV show Game of Thrones. This
year, the head costume designer for the show
revealed how Jon Snow's cape is actually made
from affordable IKEA rugs.
• The ads appeals to consumers' need to feel part
of something or included: Even the Game of
Thrones tries to stay within budget by shopping
at IKEA, like everyone else.

9. Personal appeal
• This print ad by Gillette not only uses mixed
media to catch attention (spy those sandpaper
swatches incorporated into the ad), but also
appeals to personal concerns of fathers.
• The ad states that research shows how important
skin-to-skin contact is for infants, and questions
what kind of razor-smooth finish they want to
share. While the ad is directed at new fathers,
those without children will still understand the
message.

10. Personal appeal

11. Social Appeal

12. Humour Appeal