Ladhva Sagarkumar G.Roll No. 25

Enrollment No: 14101022Semester – M.A. Sem. 4

Paper : 15 Mass Communication & Media Studies Year :2016- 17

Email.Id : sagarladhva5507@gmail.com

Submitted to:Smt. S.B. Gardi

Department of EnglishM.K.Bhavnagar University, Bhavnagar.

Various types of Advertising

Appeals

Advertising Appeal Advertising is the method used by business,

companies and other organizations to promote their goods and services to the public.

The activity or profession of producing advertisements for commercial products or services.

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 decisions of people . 

Aim of Advertising

is to increase sales by showing these goods and services in a positive light.

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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.

Internal mediaIt refers to those media which reach out to the customer within their

house/offices. Example :

• Television • Radio

• Newspaper andmagazine 

External mediaIt refers to those media which are present in the

external environment and unintentionally catch the

customers attention. Example :• Poster

• Transport Advertising • Bill Boards

• Flyers

MEDIA’s OF ADVERTISING

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Types of Advertising Appeals1. Emotional Appeal

a) Personal Appeal

b) Social Appeal

c) Fear Appeal

d) Humor Appeal

2. Sex Appeal

3. Music Appeal

4. Scarcity Appeal

5. Rational Appeal

6. Masculine Feminine Appeal

7. Brand Appeal

8. Snob Appeal

9. Adventure Appeal

10. Less than Perfect Appeal

11. Romance Appeal

12. Youth Appeal

13. Endorsement

14. Play on Words

15. Statistics

16. Plain Appeal

17. Bandwagon Appeal

18. Sensitivity Appeal

Rational Appeal Rational or logical appeals : This type of advertising focus on the

consumer’s need for practicality and functionally in a product. These ads tell consumers , the benefits associated with the purchase

of a product.

Types :- High quality appeals Low price appeals Long life appeals Performance minted appeals Easy to use oriented appeals

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 ?

Rational Appeal Example :

An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. For example :

JOHNSON AND JOHNSON

Emotional Appeal

Emotional Appeal Related to an individual’s psychological and social needs for

purchasing certain products and services.

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.

Social Appeal

Social factors cause people to make purchases and include such

aspects as recognition, respect, involvement, affiliation, rejection,

acceptance, status and approval.

Personal Appeal

Social Appeal:- Social factors cause people to make

purchases and include such aspects as recognition, respect, etc.

Moral Appeal

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

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Emotions Used in Advertisements Trust Reliability Friendship Happiness Security Glamour/luxury Anger

Protecting loved ones Romance Passion Family Bonds

with parents with siblings with children with extended family

members

Types of Emotional Appeals :-

1) Fear Emotional Appeal -  Fear has been found to force individuals to “to break from routine and pay close attention to the external world,” including persuasive messages . Advertisers sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. For example- Life Insurance and sun screen lotion .

Emotional Appeal

Positive

Desire to be different

Desire to be conform

Negative

Fear

Positive Emotional Appeal

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

Pride Appeal - Micromax Unite 2 appeals to pride in one’s mother tongue.

Which provide 21 languages in one phone along with the tagline “ Apni Matra Bhasha ki aazadi”

Negative Emotional AppealThis appeal includes fear, guilt,

and shame to get people to do things they should or stop.

For example : Tobacco kills

Masculine Feminine Appeal

Used in cosmetic or beauty products.

This type of appeal aims at creating the

impression of the perfect person..

Brand Appeal

Is directed towards people who are brand

conscious and wish to choose particular products

to make a brand statement.

Snob Appeal

Appeal is directed towards creating feeling of

desire or envy for products that are termed top of

the line or that have considerable qualities of

luxury, elegance associated with them.

Adventure 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.

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.

Less than Perfect Appeal

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.

Sensitivity Appeal

These advertisements are used to drive

at and influence the sensitivities of

consumers.

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.

Endorsement

Celebrities and well known personalities often

endorse certain products and their pitching

can help drive the sales.

Play on Words

Advertisements also make effective use of

catch phrases to convey the message. Such

appeals help in brand recognition and recall

and can be quite popular with the youth in

particular.

Other Type of Appeals Reminder Appeal - Advertising using reminder appeal has the

objective of building brand awareness. For example- IPO, income tax, pulse polio awareness

Musical Appeals 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 catch 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.

Comparison Appeal Comparison Appeal - In this appeal a brand’s

ability to satisfy consumers is demonstrated by comparing its features to those of competitive brands. For example- Tide & Surf.

Direct Appeal Direct Appeals - Direct appeals clearly

communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need.

Indirect Appeal Indirect Appeals - Indirect appeals do

not emphasize a human need, but allude to a need.

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 of a person using that particular product/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

STATISTICS APPEAL Advertisements also use statistics and

figures to display aspects of the product and its popularity in general. This is used to build confidence among the customers for the product.

L’Oreal Paris – Total repair 5 advertisement claims that 90% of the Indian women trust their product.