Sunday 2 April 2017
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)
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:
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:
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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