1. Appeals in Advertisements.
 Name:- Thakar
Aneri R
 Roll no:- 1
 Paper no 15:- Mass
media
 Topic:-
Advertisement in
Appeals
 Year:- 2014

2. What is Appeal
 Advertising appeal can be defined as a marketing
technique that is aimed at influencing the way
consumers view themselves and how buying certain
products can prove to be beneficial for them. There are
quite a number of advertising appeals that include
emotional appear, humour appeal sex appeal music
appeal rational appeal brand appeal snob appeal
romance appeal and youth appeal.
 An advertising appeal is the primary claim used in an
advertisement to market a particular product or service.

3.  Masculine Feminine Appeal
 Scarcity Appeal
 Snob Appeal
 Less than perfect Appeal

4. Masculine Feminine Appeal
 Gender advertisement refers to the images
in advertising that depict stereotypical gender role and
displays. Gender displays are used heavily in advertising
in order to establish the role of one gender in relation with
the other, and some scholars argue that advertisers are
obsessed with gender.[1] However, unlike sex which is the
product of biologically based male-female difference;
gender is developed within humans as a result of
socialization, and normally correlates very highly with
biological sex. Gender refers to the juxtaposition between
men and women or femininity and masculinity. It is this
relationship that advertisers focus on, because people
define themselves by gender, and gender can be
“communicated at a glance,” making it easy for
advertisers to use this theme in their work.

5. Example of Appeal masculine
feminine

6. Scarcity Appeals
 Scarcity appeals are based on limited
supplies or limited time period for
purchase of products and are often used
while employing promotional tools
including sweepstakes, contests etc.
 When there is a limited supply of a
product, the value of that product
increases. Scarcity appeals urge
consumers to buy a particular product
because of a limitation.

7. Example of Scarcity appeals

8. Less than perfect Appeal
 Advertisements often try to influence people to make certain
purchases by pointing out their inadequacies or making them
feel less perfect and more dissatisfied with their present
condition. These types of advertising appeals are used in
cosmetic and health industries.
 Scarcity is based on limitations, typically this is in the form of
limited time to purchase or limited supply. Scarcity is often
used with fear appeals, to help empower customers by
missing out on a potential immediately negative event.
Australian advertisers use scarcity appeal in cricket
memorabilia advertising, by offering The Good - scarcity is
great for encouraging users to take action, and is often
effectively used with other promotions like coupons,
sweepstakes and contests The Bad - scarcity appeals must
be genuine or consumers will harbour negative attitudes
towards your brand.

9. Example of Less than perfect
Appeale

10. Snob Appeal
 This appeal is directed towards creating feeling of
desire or envy for products that are termed top of the
line or that have considerable qualities of luxury,
elegance associated with them.
 Snob appeal is an exact reverse of the bandwagon
technique. In this advertising appeal, people are
induced to buy a certain product so that they can
stand out from the crowd. It is often indicated that
buying that product will make them look different
from the rest. It is indicated that the product is not
affordable for common people. A sense of exclusivity
is attached to the products.

11. Continue....

12. Example of Snob Appeale

13. Thank you
 Submitted to :- S.M.T S.B.Gardi,
Department of English
M.K. Bhavnagar University.