Advertising Appeals

• Advertising appeals
• Essentials of good appeal
• Types of Appeals
• Creative format/Execution styles
• Creation stage
 Advertising Appeals

• Appeal is the central idea of an

advertisement.
• An appeal is the earnest request or a
plea to the prospects.
• The approach to attract the attention of
consumer
• To influence consumers’ feeling
towards products, services or concepts
Essentials of Good Appeal

1. It is thematic
2. It is communicative
3. It is interesting
4. It is believable
5. It is complete
 Advertising Appeals

Rational appeal – logic based

a. Feature – dominant traits of the product

b. Competitive – comparison with other brands
c. Price – price offer the dominant point
d. News – certain news announcement about the
product is used.
e. Popularity – stresses on brands popularity
 Advertising Appeals
Personal state or feelings –

1. Affection
2. Arousal
3. Comfort
4. Fear
5. Happiness
6. Love
7. Pleasure
8. Safety
9. Sorrow
10. Self-esteem
Advertising Appeals
Social feeling –

1. Acceptance
2. Approval
3. Affiliation
4. Embarrassment
5. Belonging
6. Involvement
7. Recognition
8. Rejection
9. Respect
10.Status
 Types Of Appeals

Rational/Logical Appeal Emotional Appeal Additional Appeal

•Price (Tide) •Humor (Sprite) •Star (ThumsUp)

•Quality (Madhushree •Fear (Saffola) •Reminder Advt.
tea) •Music (Airtel) (Vardhman Wools)
•Feature (Apple i-Fone) •Sex (Axe) •Teaser Advt.
•Competitive Advantage (Ponds)
(Head & Shoulders)
•News (Colgate)
•Product/Service
Popularity ( Hero Honda)
Creative Format/Execution Style

Execution style –
1. the way an appeal is turned into an advertising
message.

2. the way the message is presented

A particular advertising appeal can be executed in a

variety of ways and a particular means of execution
can be applied to a variety of advertising appeals.
Creative Format/Execution Style

1. Factual message or straight sell

2. Dramatization
3. Testimonials
4. Comparison
5. Demonstration
6. Animation
7. Humor
Creative Format/Execution Style

8. Scientific or technical evidence

9. Slice of life
10. Fantasy
11. Combinations
12. Personality Symbol
Creative Format/Execution Style

1. Straight-sell or factual message-

this type of execution relies on a
straightforward presentation of
information about the product or
service such as specific attributes
or benefits.
Straight sell – Logical -Feature
Creative Format/Execution Style

2. Dramatization—this execution
technique creates a suspenseful
situation or scenario in the form of a
short story. Dramatizations often
use the problem/solution approach
as they show how the advertised
brand can help resolve a problem.
Dramatization
Creative Format/Execution Style

3. Testimonials—many advertisers
present their advertising messages in
the form of a testimonial whereby a
person speak on behalf of the product
or service based on his or her personal
use of and/or experiences with it.
Ex. – Dove, Olay Total Effect.
Creative Format/Execution Style

4. Comparison— this type of

execution involves a direct or
indirect comparison of a brand
against the competition.
Creative Format/Execution Style

5. Demonstration- this type of

execution involves demonstration
of the product features.
Creative Format/Execution Style

6. Animation - this technique used

animated characters or scenes
drawn by artists or on computer.
Animation is often used as an
execution technique for
advertising targeted at children.
Creative Format/Execution Style

7. Humor— Humor can be used as the

basis for an advertising appeal.
However, humor can also be used as
a way of executing the message and
presenting other types of advertising
appeals.
Creative Format/Execution Style

8. Scientific/technical evidence- this

type of execution is designed to
illustrate the key advantages or
benefits of a product or service by
showing it in actual use.
Creative Format/Execution Style

9. Slice of Life - The ad attempts to

portray a real-life situation
involving a problem, conflict or
situation consumers may face in
their daily lives. The ad then
focuses on showing how the
advertiser's product or service can
resolve the problem.
Creative Format/Execution Style

10. Fantasy - this type of appeal is often used

for image advertising by showing an
imaginary situation or illusion involving a
consumer and the product or service.

Cosmetic companies often use fantasy

executions although the technique has
also been used in advertising for other
products such as automobiles and beer
Creative Format/Execution Style

11. Combination - many of these

execution techniques can be
combined in presenting an
advertising message. For example,
slice-of-life ads are often used to
demonstrate a product or make
brand comparisons
Creative Format/Execution Style

12. Personality Symbol -

this type of execution involves the use of a
central character or personality symbol to
deliver the advertising message and with
which the product or service can be
identified.
The personality symbol can take the form of
a person who is used as a spokesperson,
animated characters or even animals.