Description
Brands in terms of Transfer or Masculine/Feminine Appeal, Name-calling, Scientific Evidence, Repetition, Bandwagon, Snob Appeal,
ADVERTISING APPEALS
ADVERTISING APPEALS
Advertising cannot create a need for a product or service, because as humans we have the basic needs of food, clothing and shelter. There are some other things that make life a whole lot nicer, though, and advertising can create a desire for certain products and services through the appeals they use to persuade you to part with your money.
ADVERTISING APPEALS
• Advertising utilizes different media to reach out to the masses and uses different types of appeals to connect to the customers across the globe. • The various types of advertising appeals harness different means of highlighting the features of a product and drawing the attention of the masses towards it. • Here is an overview of the different types of advertising appeals.
ADVERTISING APPEALS
• Transfer or Masculine/Feminine AppealThe key to the ad is atmosphere. It creates an impression of a “perfect person”. You see the “perfection” in the ad, and the message you get is that you will “transfer” the qualities to yourself.
ADVERTISING APPEALS
• Half Truth: In this advertising appeal, the advertisers use deceptive statements to publicize their product. They often use double-meaning words or statements to convey their message to the masses.
ADVERTISING APPEALS
• Name-calling: This advertising appeal makes use of direct or indirect attack on the products in competition with the product being advertised. Direct name-calling involves making a direct attack on the opponent while indirect name-calling makes use of sarcasm to demean the products of the competitors.
ADVERTISING APPEALS
• Scientific Evidence: This technique attempts to appeal the masses to use the advertised product, by providing the audiences with survey results. The advertisers often use statistical evidences and market surveys to publicize their product. • Example :- Vanish, Ujala, Harpic.
ADVERTISING APPEALS
• Social appeal- This advertising appeal is used by the companies these days to fulfill their Corporate-social responsibility. This appeal is used in 70% of advertisements these days.
ADVERTISING APPEALS
• Repetition: This advertising appeal uses the technique of repeating the product name several times during an advertisement. Jingles are often used in this advertising technique to linger the product name in the minds of the masses.
ADVERTISING APPEALS
• Bandwagon: This advertising appeal aims to persuade people to do a certain thing because the masses are doing it. It is a human tendency to do as the masses do.
ADVERTISING APPEALS
• Snob Appeal: Snob appeal is an exact reverse of the bandwagon technique. In this advertising appeal, people are induced to buy a certain product so that they can stand out of the crowd.
ADVERTISING APPEALS
• Loving Couples/Romance. Ad reveals an attraction between the sexes. Extension of masculine/feminine. Buy this product and you’ll have the opposite sex swarming all over you. Fragrances, automobiles, cosmetics, and even products you would never associate with sex appeal.
ADVERTISING APPEALS
• Search for Adventure. Ad gives the impression that buying the product will change your life, fill it with action and adventure. The ad tries to unsettle the viewer.
ADVERTISING APPEALS
• Fear appeal- This appeal is used to create fear in the minds of consumer. This appeal nowadays is quite successful as the whole insurance sector is based on fear.
doc_756913026.ppt
Brands in terms of Transfer or Masculine/Feminine Appeal, Name-calling, Scientific Evidence, Repetition, Bandwagon, Snob Appeal,
ADVERTISING APPEALS
ADVERTISING APPEALS
Advertising cannot create a need for a product or service, because as humans we have the basic needs of food, clothing and shelter. There are some other things that make life a whole lot nicer, though, and advertising can create a desire for certain products and services through the appeals they use to persuade you to part with your money.
ADVERTISING APPEALS
• Advertising utilizes different media to reach out to the masses and uses different types of appeals to connect to the customers across the globe. • The various types of advertising appeals harness different means of highlighting the features of a product and drawing the attention of the masses towards it. • Here is an overview of the different types of advertising appeals.
ADVERTISING APPEALS
• Transfer or Masculine/Feminine AppealThe key to the ad is atmosphere. It creates an impression of a “perfect person”. You see the “perfection” in the ad, and the message you get is that you will “transfer” the qualities to yourself.
ADVERTISING APPEALS
• Half Truth: In this advertising appeal, the advertisers use deceptive statements to publicize their product. They often use double-meaning words or statements to convey their message to the masses.
ADVERTISING APPEALS
• Name-calling: This advertising appeal makes use of direct or indirect attack on the products in competition with the product being advertised. Direct name-calling involves making a direct attack on the opponent while indirect name-calling makes use of sarcasm to demean the products of the competitors.
ADVERTISING APPEALS
• Scientific Evidence: This technique attempts to appeal the masses to use the advertised product, by providing the audiences with survey results. The advertisers often use statistical evidences and market surveys to publicize their product. • Example :- Vanish, Ujala, Harpic.
ADVERTISING APPEALS
• Social appeal- This advertising appeal is used by the companies these days to fulfill their Corporate-social responsibility. This appeal is used in 70% of advertisements these days.
ADVERTISING APPEALS
• Repetition: This advertising appeal uses the technique of repeating the product name several times during an advertisement. Jingles are often used in this advertising technique to linger the product name in the minds of the masses.
ADVERTISING APPEALS
• Bandwagon: This advertising appeal aims to persuade people to do a certain thing because the masses are doing it. It is a human tendency to do as the masses do.
ADVERTISING APPEALS
• Snob Appeal: Snob appeal is an exact reverse of the bandwagon technique. In this advertising appeal, people are induced to buy a certain product so that they can stand out of the crowd.
ADVERTISING APPEALS
• Loving Couples/Romance. Ad reveals an attraction between the sexes. Extension of masculine/feminine. Buy this product and you’ll have the opposite sex swarming all over you. Fragrances, automobiles, cosmetics, and even products you would never associate with sex appeal.
ADVERTISING APPEALS
• Search for Adventure. Ad gives the impression that buying the product will change your life, fill it with action and adventure. The ad tries to unsettle the viewer.
ADVERTISING APPEALS
• Fear appeal- This appeal is used to create fear in the minds of consumer. This appeal nowadays is quite successful as the whole insurance sector is based on fear.
doc_756913026.ppt