Advertising has evolved from focusing on unique product features to emotional appeals. It aims to encourage sales by creating favorable impressions for the advertiser. Modern ads employ various emotional appeals like empathy, brand loyalty, adventure seeking, scarcity, personalization, status seeking, attractiveness, fear, and beauty to get people wanting products they may not need. A one-day sale ad example highlights urgency and deals.

1. ADVERTISEMENT

2. 'We make you want,
what you don‘t need‘
Advertising has moved from the unique selling proposition to the emotional selling proposition

3. Frank Presbrey – “Advertising is a printed,
written, oral and illustrated art of selling. Its
objective is to encourage sales of the
advertiser’s products and to create in the mind
of people, individually or collectively, an
impression in favour of the advertiser’s
interest.”
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5. Emotional
Appeal
Rational
Appeal
Moral
Appeal

8. Empathy AppealBrand Appeal

9. Adventure Appeal

10. Scarcity Appeal

11. Personal Appeal

12. Status Appeal

13. Sexual Appeal

14. Fear Appeal

15. Beauty Appeal

16. Thank
you