Advertising Appeals

Smita Sharma

February 23, 2018

What is an Advertising Appeal?

 Refers to the approach used to attract the attention of

consumers and/or to influence their feelings toward the
product, service, or cause.
 Something that moves people, speaks to their wants or need,
and excites their interest.
 The underlying content of the advertisement.

February 23, 2018

Advertising Appeals

 Fear
 Humor
 Sex
 Music
 Rational
 Emotional
 Scarcity

February 23, 2018

Deciding on an Advertising Appeal

 Review Creative Brief (specifically objectives section)

 The nature of the product
 The preferences of the client (very important)
 Common sense and gut feeling

February 23, 2018

 Fear Appeal
 Increases viewer interest in the ad and the persuasiveness of the
ad.
 Used with health and beauty products, idea marketing, insurance.
 Most experts believe that a moderate level of fear is most
effective.
e.g. of usage: “You’ll loose your hair if you don’t use this oil”
Consequences of consuming cigarettes, alcohol, tobacco etc.
 Other product categories have started using this form.
Shree-Ultra-Cement-flv.flv
Fair n Lovely.mp4
February 23, 2018
 Humor Appeal
 Excellent at capturing attention.
 Score high in recall tests.
 Should be related directly to customer benefit. Or else, the joke
can overpower the message.
 The humor should relate either to a product attribute, a
customer benefit, or the personal value obtained from the
product.

Confectionary category: Mentos, Chlor-mint, Center Shock, Alpenleibe,

HappydentWhite centre shock.flv
Adhesive category: Pidilite fevicol-kat.flv
Electronic/Appliances category: Havells Havells Momenta Mixer
Grinder Ad.flv, havells ad-shock laga.flv , Havells Ad.flv

February 23, 2018

Sex Appeal
 Subliminal techniques
 Nudity or partial nudity
 Sexual suggestiveness
 Overt sexuality
 Sensuality
Iske aage sab pheeka pad jayega - Katrina Kaif's New Slice
Aamsutra TVC.mp4

February 23, 2018

Are Sex Appeals Effective?
Research Results

 Sex and nudity do increase attention.

 Rated as being more interesting.
 Often leads to strong feelings about the advertisement.
 Often interferes with message comprehension

February 23, 2018

 Music Appeals

 Has intrusive value.

 Gains attention and increases the retention of visual information.
 Can increase persuasiveness of an advertisement.

 Design Questions

 What role will music play?

 Will a familiar song be used or new song created?
 What emotional feeling should song solicit?
 How does the music fit with the message of the ad?

February 23, 2018

Music Appeals

 Sometimes the music is incidental.

 It can be the primary theme of the ad.

 A well-known song can be used.

SBI Life - Jab hum honge saath saal ke -- Car.mpg.mp4

February 23, 2018

Rational Appeals

 Print media is well-suited for rational appeals.

 Used by business-to-business advertisers.
 Well-suited for complex and high involvement products.
 Have the lowest attraction appeal & very low intrusive
capabilities.

February 23, 2018

Emotional Appeals
 Based on three ideas:
 Consumers ignore most ads.
 Rational ads go unnoticed.
 Emotional ads can capture attention.
 Viewed by creatives as key to developing brand loyalty.
 Uses peripheral processing route.
 Consumer advertisements use more of emotional appeals.
 Works well when tied with other appeals.

Idea Telephone Exchange Mother _ Son.mp4

February 23, 2018

Emotions Used in Advertisements
 Trust  Protecting loved ones
 Reliability  Romance
 Friendship  Passion
 Happiness  Family Bonds
 Security  with parents
 with siblings
 Glamour/luxury
 with children
 Serenity  with extended family members
 Anger

February 23, 2018

Scarcity Appeals

 Based on limited supply of a product.

 Based on limited time to purchase.
 Often tied with promotional tools such as contests,
sweepstakes and coupons.
 Encourages customers to take action.

February 23, 2018

Raymond- Rising through Emotional Route

Raymond-Aaj-Kal.flv

Raymond-Ad.3gp

Raymond-The-complete-Man-Father-And-Daughter.flv

Raymond-Ad-Teacher-At-Wedding.flv

Raymond Foreign Posting Ad.flv

February 23, 2018