Various types of Advertising appeals

Name: Trivedi Hezal K.

Roll No: 32

PG Reg. No. PG15101040

M.A. – English Regular, Semester-4

Year: 2017

Paper  No. 15:  Mass – Media and Communication

Unit-5: Advertising

Assignments Topic- Various types of Advertising appeals

Submitted to: S.B. Gardi Department of English

Maharaja Krishnakumarsinhji Bhavnagar University

(Gujarat – India)

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Description:

Screening advertisements in newspaper and magazine and through radio and television programs and reporting of the differences in appeal of different media of advertising.

What is Advertising:

Advertising is the method used by business, companies and other organizations to promote their goods and services to the public. 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.

Aim of Advertising:  

“The ultimate aim of advertising is to increase sales by showing these goods and services in a positive light”.

Media of Advertising: There are various mediums for advertising. They can be classified into Internal and External.

Internal media: It refers to those media which reach out to the customer within their house/offices. 

External media: It refers to those media which are present in the external environment and unintentionally catch the customers attention.

Under the Internal Media’s –                                     Under the External Media’s –

1.    Television                                                             1. Poster

2.    Radio                                                                     2. Transport Advertising

3.    Internet                                                                  3. Flyers

4.    Newspaper and magazine                               4. Bill Boards

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.   

Meaning of Advertising Appeals:

Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers.  Advertising uses appeals as a way of persuading people to buy certain products.  Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. 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. Advertisement agencies and companies use different types of advertising appeals to influence the purchasing decisions of people. 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. 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. 

Different types of Appeals:

The most common types of appeals are,

1) Emotional Appeal:

Related to an individual’s psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. Emotional appeal includes personal and social aspects.

Ø  Personal Appeal

Ø  Social Appeal

Ø  Fear Appeal

Ø  Humor Appeal

1) Personal Appeal:

Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.

2)  Social Appeal:

Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval. Advertisers often include social and peer pressure in their appeals. Presenting a brand or product in a social setting is a common technique. Fashion and technology companies also use social influence to promote their products, suggesting their products are hip, trendy or "in." Pimple and blemish cream ads often point out the social ramifications of going to school with pimples and facial blemishes.

3) 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 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.

  4) Humor Appeal:

Humor is an element that is used in around 30% of the advertisements. Humor can be 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 can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message. It is used in many advertisements. It is an excellent tool to catch the viewers attention and help in achieving instant recall which can work well for the sale of the product. The Idea advertisement of walk and talk, includes a strong element of humour.

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. 

    

For example:- Happydent - Happydent White Ad - Won Cannes Award for Action,

                                 Kit Kat - Dancing Babies Commercial,

                                 Feviquick - Ad India vs Pakistan-Todo Nahi Jodo-Slow Motion

Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy are shown in advertisements to appeal audience to buy that product. 

For example:- Jonson and Jonson baby products.

Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things they should or stop.

For example:- Tobacco kills

2)  Rational Appeal:

Rational appeals as the name suggests 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. Print media is particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement. 

The Horlicks advertisement below shows the necessity of a child to consume it in order to grow tall, strong and sharp.

 

 Colgate – "It cleans your breath while it cleans your       teeth”

 Kya aapke toothpaste mein namak® hai ?

Types of Rational Appeal : 

Feature Appeal - 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 products often uses this appeal.

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 than competitor's product on one or more attributes. • Favorable Price Appeal - Here price offer is considered as the dominant point of the message. 

 News Appeal - Some type of news or announcements about product or company dominates the advertisement. 

Product Popularity Appeal - Product popularity is considered as the dominant point of advertisement by highlighting the increasing number of users of brand or the number who have switched to it.

3)  Direct and Indirect Appeals:

Direct Appeal: Direct appeals clearly communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need.

Indirect Appeals: Indirect appeals do not emphasize a human need, but allude to a need.

4)  Moral Appeals:

Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used to exhort people to support social and ethical causes.

Types of moral Appeal: 

·         Social awakening and justice

·         Cleaner and safe environment

·         Equal rights for women

·         Prohibition of drugs and intoxication

·         Adult literacy

·         Anti-smuggling and hoarding

·         Protection of consumer rights and awakening

v Other types Of Appeals:

1)  Sex Appeal:

Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product appearing interesting. However use of sex in types of advertising appeals can have a boomerang effect if it is not used carefully. It can interfere with the actual message of the advertisement and purpose of the product and can also cause low brand recall. If this is used then it should be an integral part of the product and should not seem vulgar. The shift should be towards sensuality.

2)   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.

3)   Romance Appeal:

These advertisements display the attraction between the sexes.  The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life. Fragrances, automobiles and other products use these types of advertising appeals. Sensitivity Appeal These advertisements are used to drive at and influence the sensitivities of consumers. 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 for a soft and smooth skin Nivea is the best option, as that may bring them closer to their partners.

4)   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 aspect of aü person using a particular product or 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.
 

5)   Youth Appeal:

Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in particular make use of these appeals. In the advertisements below, the product is shown used by some young celebrities of the country. The products are advertised in such a way that the young customers feel that it connects to them.

6)   Less than Perfect Appeal:

Advertisements often try to influence people to make certain purchases by pointing out their inadequacies or making them feel less perfect and more dissatisfied with their present condition. These types of advertising appeals are used in cosmetic and health industries. 

7)   Scarcity Appeal:

Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes, contests etc.

8)   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.

9)   Adventure Appeal:

This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.

Conclusion:

The purposes of advertising Appeals  are to inform, remind, convince and persuade consumers about the value and merits of specific brands. Advertisers use a number of specific appeals to tap into target consumers' psychological, emotional and social biases, solidifying brand images and creating loyal customer bases. Different consumers respond differently to different advertising appeals. Understanding advertising appeals and their application to target marketing can boost your marketing effectiveness.

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