Advertisement appeal are the cue that drive the stimulus
◦ 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
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Related to an individual’s psychological and social needs for
purchasing certain products and services.
Advertisers aim to cash in on the emotional appeal
works particularly well where there is not much difference
between multiple product brands and its offerings..
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Emotional appeal includes personal and social aspects
1. Personal Appeal
Some personal emotions that can drive individuals to purchase
safety, fear, love, humor, joy, happiness, sentiment, stimulation,
pride, self esteem, pleasure, comfort, ambition, nostalgia etc.
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2. Social Appeal
Social factors cause people to make purchases
Include such aspects as recognition, respect, involvement,
affiliation, rejection, acceptance, status and approval.
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Talk about the moral of the individual customer
Any contribution any social welfare organisation
Eg- ITC contributes 1% sales contributed to afforestation campaign
P&G contributes 1% sales to development of a girl children
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directed towards creating feeling of desire or envy for products
considerable qualities of luxury, elegance associated with the
communicates the steps to choose a certain product or service and
presents them to the audiences in a simplistic manner.
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Fear is also an important factor that can have incredible influence
Fear is often used to good effect in advertising and marketing
campaigns of beauty and health products including insurance.
Advertising experts indicate that using moderate levels of fear in
advertising can prove to be effective
◦ Scare audience away from the product or behavior, or toward it
◦ Just say no
◦ Baldness, hair restoration
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Humor is an element that is used in around 30% of the
Humor can be an excellent tool to catch the viewer’s attention
help in achieving instant recall
Humor can be used effectively when it is related to some
benefit that the customer can derive without which the joke might
overpower the message.
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Humor Appeal- contd
Associate humor with product image
Often memorable, not always effective
Bud - Wassup?!
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This appeal is directed towards people who are brand conscious
and wish to choose particular products to make a brand statement.
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directed towards giving the impression that purchasing a
product will change the individual’s life radically and fill it with fun,
adventure and action.
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Celebrities and well known personalities often endorse certain
products and their pitching can help drive the sales.
◦ Tie product image to famous person
◦ MJ & Jackie Chan for Hanes
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◦ Facts about the product
◦ List of benefits
◦ Even gets out blood stains
◦ Computer ads
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• Need to respond/act quickly
• Sale Ends Saturday!
• 2-days only!
• Disney DVDs will not be available for 10 years!
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