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Different Types of Appeal in Advertising by Vivek Chavan


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Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.

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Different Types of Appeal in Advertising by Vivek Chavan

  1. 1. APPEAL  WHAT IS APPEAL ?  Advertising Appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decision
  2. 2. ADVERTISING APPEAL  What is an advertising appeal?  -refers to the approach used to attract the attention of the consumers and/or to influence their feelings towards the product ,services , or causes  -sometimes that moves people , speaks to their wants and needs , and excites their interest.  -the underlying content of the advertisement “movie script”.
  3. 3. TYPES OF ADVERTISING APPEAL  1)Fear  2)Humour  3)Sex  4)Music  5)Rational  6)Emotions  7)Scarcity
  4. 4. RATIONAL  Advertising messages are intended to persuade a target audience to buy a product or service, but other goals include increasing brand awareness and creating favorable attitudes toward a product or its maker. Persuasive messages generally rely on either emotional or rational appeals. Emotional appeals target the customer's heart, while rational appeals go for the brain using logic and reasoning.
  5. 5. EMMOTIONAL  Appealing to customer emotion or sentiment is a common technique in advertising. Even when customers look for rational reasons to make purchases, the ability for advertisers to tap into underlying emotions can greatly increase the potential response. Different emotional appeals are used to motivate customers to act in specific ways.
  6. 6. FEAR  “A fear appeal is a persuasive message that attempts to arouse fear in order to divert behavior through the threat of impending danger or harm.” A fear appeal presents a risk, presents the vulnerability to the risk, and then describes a suggested form of protective action.It is assumed that through a fear appeal the perception of threatening stimuli creates fear arousal