The document discusses different types of advertising appeals that can be used to attract consumers. It defines appeals as the central message used in ads to influence how customers view themselves and products. There are rational appeals that focus on functional benefits and emotional appeals that engage psychological needs. Specific appeals mentioned include humor, youth, adventure, social, music, fear, brand, moral appeals. The document provides examples of how each appeal type can be customized and used effectively in advertisements for different target audiences and product categories.

1. Appeals in
Advertising
Presented By:-
Naushama Yasmin

2. The definition of “appeal” is “the power to
attract, please, stimulate, or interest.”
Attraction
When you focus on attracting a consumer,
you are constantly paying attention to their
preferences and their needs
Please
To truly please a consumer, you need to
reach below the surface and connect with
what is important to them
Stimulate
Stimulate in this case means something like
“inspire to action”
Interest
Then keep your
consumers interested. Innovate, don’t
stagnate

3.  Advertising appeals is the central message to be used in the
ads. It aims to influence the way customers view themselves
and how buying certain products can prove to be beneficial
for them.
Advertising
Appeals
The approach used to
attract the attention of
customers
To influence customer
feelings towards a
product, services or
cause

4. Appeals are customized for the target audience
They speak to the interests of individuals and in
their words
The primary purpose is to entice them to take
the action that is desired by the seller

5. Types of Advertising
Appeals
Moral Appeal
Brand Appeal
Fear Appeal
Music Appeal
Social Appeal
Adventure Appeal
Youth Appeal
Humor Appeal
Rational Appeal
Emotional Appeal
Positive Emotional Appeal Negative Emotional Appeal

6. Emotional Appeal
It is related to an individual’s psychological and
social needs for purchasing certain products and
services
Emotions affects all type of purchase decisions
Positive Emotional
Appeal
 Like; humor, love, care,
joy, etc.
Negative Emotional
Appeal
 Like; fear, guilt, shame,
etc.

8. Rational Appeal
This is generally product oriented appeal
It focus on consumers’ need for practicality
and functional benefits like- quality,
economy, value, or performance of a product
High Quality Appeals
Low Price Appeals
Long Life Appeals
Performance Appeals
Products are advertised by
highlighting the quality attribute
in advertisement
Target audience products are
advertised by highlighting the low
price tag
Consumers want durable nature
products that can be used for a
long period
Advertisements exhibit good
performance of product

10. Humor Appeal
Humor causes consumer to watch
advertisement
It make consumers laugh and create
an emotional link with the product
 A well-executed humor appeal
enhances
recollection,
evaluation and
the intent to purchase the product

12. Youth Appeal
Advertisement that reflect youth
It persuade people to purchase a product
because they feel it and it will make them
feel younger in some way either in
appearance or in attitude
The product is shown used by some young
Celebrities of the country
Like; Beauty products and anti-aging
creams seems like the natural products
It’s product can speak to a person’s desire
to feel younger, energetic, more cool, and
so on

14. Adventure Appeal
 Adventure Appeal to the sense of adventure and
excitement of a person
 Main objective of advertisements is to appeal to people
that enthusiasm will be enhanced after they buy or use
the product
 After purchasing the product it feels like; fun,
adventure and action
 The Adventure Appeal is especially effective when your
target audience may have a desire for adventure or
thrill-seeking
 It is used as an advertising tactic when trying to reach
younger audiences,
athletic people,
travelers, or
people who generally wish their lives were more
exciting than it currently is.

16. Social Appeal
The Social Appeal attracts audiences to a
product or service by giving them a sense of
social acceptance
 Social Appeal focuses on other social aspects,
like
finding joy in friend-making,
feeling included,
increasing in status, or
being affiliated with a particular group.
 It shows how sharing a product or service with
a group of people in a social situation makes
that situation even more enjoyable

18. Music Appeal
Music is an extremely important component
in advertising
It captures the attention of listeners
Main objective of music Appeal is to
encourage people to feel and emotion and
associate their product after hearing a
particular tune, song, or sound
Uses music
and Sound
To attract attention
Make people feel good
Increase recall or
memory

20. Fear Appeal
Fear is an emotional response to a
threat that expresses some sort of
danger
Fear Appeal is often used in marketing
campaigns of beauty and health
products and also insurance
It shows the negative consequences, if
the customer fail to use their products
The fear tactic also involves isolation
with this technique, many kinds of
toothpaste, deodorants, and anti-
dandruff shampoos are advertised

22. Brand Appeal
Brand appeal is for the customers or people
who are brand conscious
Individuals wish choose a particular product
to make a brand statement
Brand appeal is to motivate people to buy a
product because the product has an excellent
brand
It gives the feeling of differentiation to the
customers

24. Moral Appeal
These advertisement is used to exhort
people to support social and ethical
causes
Moral appeals are directed to the
consumes’ sense of what is right and
wrong
Focused on
Prohibition
Adult
Literacy
Social
Forestry
Anti
Smuggling
Consumer
Protection

26. Thank You