Here i am sharing my presentation on Paper no 15 .

1. Advertising Appeals
Name : Mansi Parmar
Roll No : 15
M A , Sem 4
Paper No : 15, Mass Media Communication
Email Id : mansibaparmar212@gmail.com
Submitted to : Department of English
Maharaja Krishnakumarsinhji
Bhavnagar University

2. What is Advertising ?
 Advertising is the paid, impersonal, one-way marketing of persuasive
information from an identified sponsor disseminated through channels of
mass communication to promote the adoption of goods, services or ideas.
 It tries to convince the prospective customer to behave in a desirable way
towards the product.
 So, Advertising is a form of marketing communication used to persuade
an audience to take or continue some action, usually with respect to a
commercial offering, or political or ideological support.

3. What is Appeal ?
 An appeal is a petition for review of a case that has been decided by a
court of law. The petition is made to a higher court for the purpose of
overturning the lower court’s decision.

4. Advertising Appeals
 Advertising is a form of non-personal communication about a product,
service, organization, or idea by an identified sponsor. Advertising appeal
which is used to attract the attention of the consumers, effectively influence
their feelings and change their attitude in favor of the advertised
product/service .
 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.

5. Conti...
Creating such an appeal encompasses understanding what the consumers
want or need and what excites them. As a basis for advertising messages,
several different appeals can be used. For example emotional, humor,
youth, rational ,fear and music etc.

6. Appeals
Fear Appeal
Hummer
Appeal
Music
Appeal
Masculine
Feminine
Appeal
Rational
Appeal

7. Fear Appeal
 Fear is often used in marketing campaigns of
beauty and health products and also insurance.
The company 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.

8. Hummer Appeal
 Humor is an element that Is used in around
30% of the advertisements. Humor canbe an
excellent tool to catch the viewer’s attention and
help in achieving instant recall which can work
well for the sale of the product.
 Humor Emotional Appeal Humor appeal
causes consumer to watch advertisement, laugh
on it, and most important is to remember
advertisement and also the product connected
with humor.

9. Masculine Feminine Appeal
 Used in cosmetic or beauty products.
This type of appeal aims at creating the
impression of the perfect person. The
message is that the product will infuse the
perfection or the stated qualities in you.

10. 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 capture 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.

11. Rational Appeal
 Aims to focus on the individual’s functional, utilitarian
or practical needs for particular products and services.
 Such appeals emphasize the characteristics and features
of the product and the service and how it would be
beneficial to own or use the particular brand.