Different Types of Appeal in Advertising by Vivek Chavan
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
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
-the underlying content of the
advertisement “movie script”.
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.
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
“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