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Ad Appeals.ppt

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The document discusses different types of persuasive advertising appeals including straight announcements, demonstrations, testimonials, emotional appeals, celebrity endorsements, urgency tactics, humor, dramatization, shock value, before/after comparisons, and image branding. It provides examples for each appeal type and notes they depend on goals, products, and target audiences. The overall message is that advertisers have many creative options for crafting persuasive ads but not all will be effective.

Education
1 of 9
Persuasive/Advertising Appeals • Genre of message appeal • Means of gaining attention, breaking through the clutter • Depends on goals, product, target audience • Demographics & psychographics • Keep persuasive goals in mind • Some ads very creative but ineffective
Persuasive Appeals • Straight Announcement • VO by announcer or DJ • Price, value • Very typical selling point for local ads • Informational/rational • Facts about the product • List of benefits • Even gets out blood stains • Computer ads
Persuasive Appeals • Demonstration • Show audience how product works • Infomercials • Fitness gear •Testimonial •Client speaks of product benefits •Jared of Subway
Persuasive Appeals • Emotion/sentimental • Inflated emotions related to the product • Hallmark • Fear • Scare audience away from the product or behavior, or toward it • Just say no • Baldness, hair restoration
Persuasive Appeals • Celebrity Endorsement • Tie product image to famous person • MJ & Jackie Chan for Hanes •Urgency •Need to respond/act quickly •Sale Ends Saturday! •2-days only! •Disney DVDs will not be available for 10 years!
Persuasive Appeals • Humor • Associate humor with product image • Often memorable, not always effective • Bud - Wassup?! • Office Linebacker •Slice of Life •Problem/solution in a story form •Detergent, dandruff, slice and bake cookies
Persuasive Appeals • Dramatize problem • Then offer solution • Hertz - Not exactly • Diarrhea • Employees fired for mistakes •Dramatize benefit •As the solution •Sprint - “Hear a pin drop”
Persuasive Appeals • Shock! • Jar audience • Anti-drug/smoking PSAs •Sex •Associate product with sexual satisfaction / conquest •Calvin Klein, cologne, Cosmo, Maxim
Persuasive Appeals • Before / After • Demonstrate specific results of using product • Grecian formula, weight loss •Image •Associate product with some image, style, attitude… coolness •Product benefits, attributes are secondary to the image •Cadillac, Nike

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Ad Appeals.ppt

  • 1. Persuasive/Advertising Appeals • Genre of message appeal • Means of gaining attention, breaking through the clutter • Depends on goals, product, target audience • Demographics & psychographics • Keep persuasive goals in mind • Some ads very creative but ineffective
  • 2. Persuasive Appeals • Straight Announcement • VO by announcer or DJ • Price, value • Very typical selling point for local ads • Informational/rational • Facts about the product • List of benefits • Even gets out blood stains • Computer ads
  • 3. Persuasive Appeals • Demonstration • Show audience how product works • Infomercials • Fitness gear •Testimonial •Client speaks of product benefits •Jared of Subway
  • 4. Persuasive Appeals • Emotion/sentimental • Inflated emotions related to the product • Hallmark • Fear • Scare audience away from the product or behavior, or toward it • Just say no • Baldness, hair restoration
  • 5. Persuasive Appeals • Celebrity Endorsement • Tie product image to famous person • MJ & Jackie Chan for Hanes •Urgency •Need to respond/act quickly •Sale Ends Saturday! •2-days only! •Disney DVDs will not be available for 10 years!
  • 6. Persuasive Appeals • Humor • Associate humor with product image • Often memorable, not always effective • Bud - Wassup?! • Office Linebacker •Slice of Life •Problem/solution in a story form •Detergent, dandruff, slice and bake cookies
  • 7. Persuasive Appeals • Dramatize problem • Then offer solution • Hertz - Not exactly • Diarrhea • Employees fired for mistakes •Dramatize benefit •As the solution •Sprint - “Hear a pin drop”
  • 8. Persuasive Appeals • Shock! • Jar audience • Anti-drug/smoking PSAs •Sex •Associate product with sexual satisfaction / conquest •Calvin Klein, cologne, Cosmo, Maxim
  • 9. Persuasive Appeals • Before / After • Demonstrate specific results of using product • Grecian formula, weight loss •Image •Associate product with some image, style, attitude… coolness •Product benefits, attributes are secondary to the image •Cadillac, Nike