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Lines of appeal

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Lines of appeal in Advertising

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Lines of appeal

  1. 1. Appeals in Advertising
  2. 2. Lines of Appeals <ul><li>According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears. </li></ul>
  3. 3. Happy Families <ul><li>Advertisers know that deep down everyone wants to belong. </li></ul><ul><li>Fairy Liquid </li></ul>
  4. 4. Rich Luxurious Lifestyles <ul><li>Advertisers tap into our aspirational tendencies. </li></ul><ul><li>Carlsberg </li></ul>
  5. 5. Dreams and Fantasy <ul><li>Nescafe 'At it's Brightest,' </li></ul>
  6. 6. Successful romance and Love and Love <ul><li>Mingles </li></ul><ul><li>Lynx </li></ul>
  7. 7. Elite people or experts <ul><li>Adidas </li></ul>
  8. 8. Glamorous Places <ul><li>HSBC </li></ul>
  9. 9. Successful Careers <ul><li>Money Supermarket </li></ul>
  10. 10. Art, Culture and History <ul><li>Honda </li></ul>
  11. 11. Nature and the natural World <ul><li>Mcdonalds </li></ul>
  12. 12. Beautiful Women <ul><li>Men and woman like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them. </li></ul><ul><li>Garnier </li></ul>
  13. 13. Self Importance and Pride and Pride <ul><li>Adidas </li></ul>
  14. 14. Comedy and Humour <ul><li>Cadbury's Eyebrows </li></ul>
  15. 15. Childhood <ul><li>Can appeal to either nostagia or to nurturing instincts. </li></ul><ul><li>Evian </li></ul>

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