Message Appeals

What is appeal?
The cue that should make the advertisement work.

HOW?
1. Hold receiver s attention 2. Relates to key message 3. Draw receivers into message

That s why
appeals are emotionally laden rather than relating to cognitive states

CATEGORIES of APPEAL: HUMOR

What is humor?
Ability to cause amusement Types of humor appeal: Comparison Personification Exaggeration Pun Sarcasm Silliness Surprise

CATEGORIES of APPEAL: HUMOR

ADVANTAGES
Inspires a positive mood Typically builds up a certain tension in the message to unload in a clue Offers a splendid opportunity to convey the core message in the clue

DISADVANTAGES
Distract the audience from the message Humor is subjective

CATEGORIES of APPEAL: SEX

Three kinds of people related to the use of sex appeal in advertising:
people who like it and admit it, people who like it and do not admit it, people who do not like it

That s why
the use of sex appeals must be supported by an analysis of the target group

Three ways sex can be applied:

nudity, eroticism, subliminal (implicit)

CATEGORIES of APPEAL: FEEL GOOD

Meaning?
Appeals that relate to positive states of mind like: happiness, success, relaxation
Advantage: share positive quality with audience Disadvantage: missing tension present in humor or sex appeal, so difficulty in attracting audience s attention may arise

CATEGORIES of APPEAL: FEEL BAD

MEANING?
Appeals that relate to negative states of mind Like : fear and guilt

Feel-bad appeals is double-edged

More powerful!
Because they are stronger, they more strongly involve receivers

But
People do not like to feel bad and may reject the message

CATEGORIES of APPEAL: COGNITIONS

COGNITION is
the mental process of acquiring knowledge and understanding through thought, experience, and the senses.

Cognition appeal means

Only telling audience about the product or brand, what it does, and perhaps why it is better than the competition

Cognition appeal is used

when relaying emotions are not considered important like: grocery shopping goods

CATEGORIES of APPEAL: COGNITIONS Appealing through cognitions

is a safe way to tell a message

But
limits the possibility of adding emotions to the products

How to decide on choosing which appeal to use? Based on:

type of product, target group of the commercial, and POD to be communicated

It is NOT a matter of what the advertiser likes!