Presentation on advertising appeals

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ADVERTISING APPEALS
PRESENTATION FOR PROJECT PURPOSE ONLY

2. WHAT IS ADVERTISING APPEAL ?
 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 needs, and excites
their interest.”

3. RELATIONSHIP BETWEEN ADVERTISEMENT
AND APPEAL
• The advertisements are designed to convince the customer about
purchasing the product. The appeals in an advertisement add to the
influential power of the advertisement and creates a stronger desire in
the minds of the customers for purchasing the product. Based on the
type and nature of product and its prospective customers, a marketer
chooses a particular appeal which creates a direct impact.
• For the customer a combination of advertisement and appeal, is what
encourages them to buy the product from a particular company. For
example through emotional, humor, youth, rational appeal the
advertisement gets registered in the minds of the customers.
Advertisements act like forces which make sales happen. Through their
colourful catchy designs they spread awareness about the availability of
a particular product/ service.

4. Usually
product-orientated
appeal.
RATIONAL APPEAL
Encourage people to
support social and
ethical issues.
MORAL APPEAL
Usually related to
psychological and social
needs of a person.
EMOTIONAL APPEAL
MAJOR TYPES OF ADVERTISING APPEALS

5. RATIONAL APPEAL
This type of advertising focuses on the consumer's practical, functional, or utilitarian
need for the product or service and emphasize features of a product or service and/or
benefits or reasons for owning or using a particular brand.
The Horlicks advertisement above shows the necessity of a child to consume it in order
to grow tall, strong and sharp.

6. 01
FEATURE
APPEAL
02
COMPETITIVE
ADVANTAGE
APPEAL
03 NEWS
APPEAL
These are some different types of Rational/informational appeals -
SUBSETS OF RATIONAL APPEAL

7. Advertisements based on such
appeal are highly informative,
provides information of product
attributes or features that can be
used as the basis for rational
purchase decision. Technical and
high involvement product often
uses this appeal.
FEATURE APPEAL

8. COMPETITIVE ADVANTAGE APPEAL
• Such appeal is used to
compare the product
with the competitor's
product directly or
indirectly and
advertiser try to
present his product
superior then
competitor's product on
one or more attributes.

9. NEWS APPEAL
In this appeal some type of news or announcements about product or company dominates
the advertisement. This type of appeal can be used for new product or service or to inform
consumer of significant modifications or improvements.

10. 01
FEAR
APPEAL
02
POSITIVE
EMOTIONAL
APPEAL
03 HUMOUR
APPEAL
These are some different types of Emotional appeals -
SUBSETS OF EMOTIONAL APPEAL

11. FEAR APPEAL
Fear is also an important factor that can have an
incredible influence on individuals. Fear is often
used in marketing campaigns of beauty and health
products and also insurance. The comany tries to
shown the negative consequences, if the customer
fails to use their products. This creates fear in their
minds and persuades them to buy.
The Life Insurance of India advertisement says-
‘because things can go wrong anytime, anywhere.’
and shows the mother having a pleasant time with
her child, which may turn into a hospital scene.

12. POSITIVE EMOTIONAL APPEAL
This relates to the customers’ social and/or psychological needs for purchasing a product or service.
This appeal is so effective because many consumers’ motives for purchase decisions are emotional.
Many advertisers believe an emotional appeal to work better at selling brands that do not differ
markedly from competing brands. The diaper brands appeals to parents and encourage them to buy
their brand if they wish to see their children happy and comfortable.

13. HUMOUR APPEAL
Humour causes consumer to watch advertisement for entertainment and joy. Humour helps people in
remembering the advertisement for a long time. They easily get connected with the humour element in
the ad.
I hope everyone still remebers the fish catching advertisement by Fevikwik due to the element of
humour in it.

14. MORAL APPEALS
 These appeal are those appeals to the
audience which appeal to their sence of right
and wrong.
 This appeal mainly focused on prohibition,
adult literacy, social forestry, anti smuggling,
consumer protection etc.
 Such appeals include the following -
• Social awakening and justice.
• Cleaner and safe environment.
• Equal right for women.
• Prohibition of drugs and intoxication.
• Adult literacy.
• Anti-smuggling and hoarding.
• Consumer protection and awareness.

15. The best attention
grabber.
MUSIC APPEAL
appeals attraction to
opposite gender.
ROMANCE APPEAL
Popular and intimidates
others to do the same.
BANDWAGON APPEAL
OTHER USED ADVERTISING APPEALS

16. MUSIC APPEAL
Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in
increasing the persuasiveness of the advertisement. It can also help catch attention and increase customer
recall.
The Idea- ‘Honey Bunny’ jingle is in a very funny voice and well rhymed. It is equal to a song, and because
of that customers register it easily.

17. BANDWAGON APPEAL
This type of advertising appeal is meant to signify that since everybody is doing something you should be a
part of the crowd as well. It appeals towards the popularity aspect or coolness of a person using that
particular product/service.
Here McDonald appeals to its customers that they have served millions and billions of customers. This
encourages the customers to try out McDonald product.

18. ROMANTIC APPEAL
These advertisements display attraction between opposite genders. The appeal is used to signify that
buying certain products will have a positive impact on the opposite gender.
Here, the customers are shown that by wearing manyavar and mohey's newest range, they might look
good and have even better romantic relationship with their partner.

19. THANK YOU!