This document discusses different types of advertising appeals, including rational/informational, emotional, and moral appeals. It provides details on various sub-types of each appeal. Rational appeals highlight functional benefits and include features, competitive advantages, price, news, and popularity. Emotional appeals relate to psychological and social needs and can be positive like humor or negative like fear. Moral appeals direct consumers' sense of right and wrong. Other appeals mentioned are reminder, teaser, musical, transformational, comparison, direct, and indirect appeals. The document also briefly discusses layout goals, principles, formats, and types of layout problems.

1. APPEALS OF ADVERTISEMENT

2. meaning
• Advertising Appeal is an igniting force
which stimulates the customer mindset
towards the product or services. It not only
factor in the marketing mix which initiates a
consumer for buying the product but it is
certainly one of the advertisers' most
important creative strategy decisions
involves the choice of an appropriate
appeal.

3. • Advertising appeals are 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. There are
three types of appeals:

4. Types of appeals
• Rational or Informational Appeal
• Emotional Appeal
• Moral Appeal

5. Rational or Information appeal
• This is generally product oriented appeal,
highlights the functional benefits like- quality,
economy, value, or performance of a product.
Following are different types of rational
appeals:

6. Types of Rational Appeal
• Feature Appeal - Advertisements based on such appeal are highly
informative, provides information of product attributes or features
that can be used as the basis for rational purchase decision.
Technical and high involvement products often uses this appeal
• Competitive Advantage Appeal - Such appeal is used to compare
the product with the competitor's product directly or indirectly and
advertiser try to present his product superior than competitor's
product on one or more attributes.
• Favorable Price Appeal - Here price offer is considered as the
dominant point of the message.
• News Appeal - Some type of news or announcements about
product or company dominates the advertisement.
• Product Popularity Appeal - Product popularity is considered as the
dominant point of advertisement by highlighting the increasing
number of users of brand or the number who have switched to it.

7. Types- continued
• High Quality - Some products are preferred for their quality not
merely because of their taste or style, such products
are advertised by highlighting the quality attribute in advertisement
.
• Low price - Many people prefer low priced goods. To target such
audience products are advertised by highlighting the low price tag
of the product.
• Long Life - Many consumers want product of durable nature that
can be used for a long period, in advertisement of such product
durability is the dominant point of the message.
• Performance - Many advertisements exhibit good performance of
product.
• Economy - Many customers consider savings in operation and use
of product, for example in case of automobile the mileage is
considered while selecting the brand or model.

8. • Scarcity - Another appeal that is occasionally
used is scarcity. When there is limited supply of a
product, the value of that product increases.
Scarcity appeals urge consumers to buy a
particular product because of a limitation.
• Other Rational Appeals - Other rational appeals
include purity, more profits, time saving,
multifunction, more production, regular supply
and availability of parts, limited space required,
artistic form, etc. that can make advertising
effective.

9. • Emotional Appeals
• An emotional appeal is related to an
individual’s psychological and social needs for
purchasing certain products and services.
Emotions affects all type of purchase
decisions. Types of emotional appeals are
as follows:

10. • Positive Emotional Appeal - Positive emotions like-
humour, love, care, pride, or joy are shown in
advertisements to appeal audience to buy that product. For
example- Jonson and Jonson baby products.
• Negative Emotional Appeal - This includes fear, guilt, and
shame to get people to do things they should or stop.
• Fear - Fear is an emotional response to a threat that
expresses some sort of danger. Ads sometimes use fear
appeals to evoke this emotional response and arouse
consumers to take steps to remove the threat. For example-
Life Insurance

11. • Anxiety - Most people try to avoid feeling
anxious. To relieve anxiety, consumers might
buy mouthwash, deodorant, a safer car, get
retirement pension plan.
• Humor - Humor causes consumer to watch
advertisement, laugh on it, and most
important is to remember advertisement and
also the product connected with humour. For
example- Happy dent, and Mentos

12. Moral Appeals
• Moral appeals are directed to the consumes’
sense of what is right and proper. These
are often used to exhort people to support
social and ethical causes. Types of Moral
Appeal are as follows:

13. Types of moral Appeal
• Social awakening and justice
• Cleaner and safe environment
• Equal rights for women
• Prohibition of drugs and intoxication
• Adult literacy
• Anti-smuggling and hoarding
• Protection of consumer rights and awakening

14. Other types of Appeals
Reminder Appeal - Advertising using reminder appeal has
the objective of building brand awareness. For
example- IPO
• Teaser Advertising - Advertisers introducing a new
product often use this appeal. It is designed to build
curiosity, interest and excitement about a product or
brand. For example- Ponds ad of Saif & Priyanka
• Musical Appeals - Music is an extremely important
component in advertising. It captures the attention of
listeners. For example- Docomo, Airtel
•

15. • Transformational Appeal - The idea behind this appeal is
that it can actually make the consumption experience
better. For example- Amway products
• Comparison Appeal - In this appeal a brand’s ability to
satisfy consumers is demonstrated by comparing its
features to those of competitive brands. For example- Tide
& Surf
• Direct Appeals - Direct appeals clearly communicate with
the consumers about a given need. These extol the
advertised brand as a product which satisfies that need.
• Indirect Appeals - Indirect appeals do not emphasise a
human need, but allude to a need.

16. What Is Layout?
• The arrangement of type and visuals on a
printed or digital page
• Concerns the organization and arrangement of
type and visuals on two-dimensional surfaces
to create effective visual communication

17. Goals
• Layout entails several interrelated goals.
– To fit visual elements into a limited space
– To arrange them so that they are functional,
unified, and easily accessible to the viewer
– To facilitate communication
– To create visual impact

18. Basic Principles
Operating in Layout
• When designing a
page (print or
digital), there are
basic principles to
keep in mind.
– Emphasis (focal
point and visual
hierarchy)
– Unity
– Balance
Design firm:
Viva Dolan Communications and
Design Inc.

19. Considering the Format
• Remember, the
format is a primary
player in any layout.
• All elements
respond to the
shape of the page.
Poster Designer:
Thomas C. Ema

20. Process
• To solve any graphic design problem, a
designer must conceive an idea and realize it
visually.
• The designer must create, select, and organize
visual elements to create effective
communication.

21. Types of Layout- Problems
• Single page, such as a poster or a print
advertisement
• Multi-page designs, such as: books,
magazines, newspapers, brochures, web sites,
and annual reports

22. THANK YOU…