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    Persuasive/Advertising Appeals Persuasive/Advertising Appeals

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    Ajit Sam
    Persuasive/Advertising Appeals can take many forms to gain attention and persuade the target audience. Some common appeals include announcing price or value, providing rational facts and benefits, demonstrating product use through testimonials or simulations, appealing to emotions, using urgency or fear, celebrity endorsements, humor, dramatizing problems or benefits, shocking viewers, associating with sex or lifestyle images, and showing before and after results. The most effective appeals depend on the advertising goals, product, and target demographics.

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    Persuasive/Advertising Appeals Persuasive/Advertising Appeals

    Uploaded by

    Ajit Sam
    22 views9 pages
    Persuasive/Advertising Appeals can take many forms to gain attention and persuade the target audience. Some common appeals include announcing price or value, providing rational facts and benefits, demonstrating product use through testimonials or simulations, appealing to emotions, using urgency or fear, celebrity endorsements, humor, dramatizing problems or benefits, shocking viewers, associating with sex or lifestyle images, and showing before and after results. The most effective appeals depend on the advertising goals, product, and target demographics.

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    Ad Appeals

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    Persuasive/Advertising Appeals can take many forms to gain attention and persuade the target audience. Some common appeals include announcing price or value, providing rational facts and benefits, demonstrating product use through testimonials or simulations, appealing to emotions, using urgency or fear, celebrity endorsements, humor, dramatizing problems or benefits, shocking viewers, associating with sex or lifestyle images, and showing before and after results. The most effective appeals depend on the advertising goals, product, and target demographics.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    22 views9 pages

    Persuasive/Advertising Appeals Persuasive/Advertising Appeals

    Uploaded by

    Ajit Sam
    Persuasive/Advertising Appeals can take many forms to gain attention and persuade the target audience. Some common appeals include announcing price or value, providing rational facts and benefits, demonstrating product use through testimonials or simulations, appealing to emotions, using urgency or fear, celebrity endorsements, humor, dramatizing problems or benefits, shocking viewers, associating with sex or lifestyle images, and showing before and after results. The most effective appeals depend on the advertising goals, product, and target demographics.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 9

    Persuasive/Advertising Appeals

    • Genre of message appeal


    • Means of gaining attention, breaking
    through the clutter
    • Depends on goals, product, target audience
    • Demographics & psychographics
    • Keep persuasive goals in mind
    • Some ads very creative but ineffective
    Persuasive Appeals
    • Straight Announcement
    • VO by announcer or DJ

    • Price, value
    • Very typical selling point for local ads

    • Informational/rational
    • Facts about the product
    • List of benefits
    • Even gets out blood stains
    • Computer ads
    Persuasive Appeals
    • Demonstration
    • Show audience how product works
    • Infomercials
    • Fitness gear

    •Testimonial
    •Client speaks of product benefits
    •Jared of Subway
    Persuasive Appeals
    • Emotion/sentimental
    • Inflated emotions related to the product
    • Hallmark

    • Fear
    • Scare audience away from the product or behavior,
    or toward it
    • Just say no
    • Baldness, hair restoration
    Persuasive Appeals
    • Celebrity Endorsement
    • Tie product image to famous person
    • MJ & Jackie Chan for Hanes

    •Urgency
    •Need to respond/act quickly
    •Sale Ends Saturday!
    •2-days only!
    •Disney DVDs will not be available for 10
    years!
    Persuasive Appeals
    • Humor
    • Associate humor with product image
    • Often memorable, not always effective
    • Bud - Wassup?!
    • Office Linebacker

    •Slice of Life
    •Problem/solution in a story form
    •Detergent, dandruff, slice and bake cookies
    Persuasive Appeals
    • Dramatize problem
    • Then offer solution
    • Hertz - Not exactly
    • Diarrhea
    • Employees fired for mistakes

    •Dramatize benefit
    •As the solution
    •Sprint - “Hear a pin drop”
    Persuasive Appeals
    • Shock!
    • Jar audience
    • Anti-drug/smoking PSAs

    •Sex
    •Associate product with sexual satisfaction / conquest
    •Calvin Klein, cologne, Cosmo, Maxim
    Persuasive Appeals
    • Before / After
    • Demonstrate specific results of using product
    • Grecian formula, weight loss

    •Image
    •Associate product with some image, style, attitude…
    coolness
    •Product benefits, attributes are secondary to the image
    •Cadillac, Nike

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