What is the

Bandwagon Appeal?
The bandwagon appeal attempts to persuade people by making
them feel that a product or idea is popular and that everyone
else is doing it. The idea of the Bandwagon Appeal is to make
people feel like they’re missing out or falling behind if they
don’t join the crowd and be a part of the trend.

When Should I Use the Bandwagon

Appeal?
The Bandwagon Appeal is especially effective when your target audience desires to be popular, to be a part of a
group, to feel included, or to generally feel cool. It’s also a good approach when your target audience may not
be good at making decisions or they’re nervous to try something new. The Bandwagon appeal is effective in the
following situations:
when there is an emerging trend in society (say, for example, eating organic food);
something is increasing in notoriety (like, say, when the Clemson Tigers won the college football national
championship);
it’s hard for your audience to know which product is best;
a product or service is relatively new or unfamiliar;
or you know that your target audience is looking to find a product, service, or idea that they can belong to.
The Adventure Appeal (Advertising)
The adventure appeal seeks to appeal to consumers’ appetite for adventure, excitement, danger, thrills,
or related topics.

When Should I Use the Adventure Appeal?

The Adventure Appeal is especially effective when your target audience may have a desire for
adventure or thrill-seeking. You can learn if your audience has this desire through focus group testing,
interviews, questionnaires, or by just generally understanding your target audience. The Adventure
Appeal is often used as an advertising tactic when trying to reach younger audiences, athletic people,
travelers, or people who generally wish their lives were more exciting than it currently is.

Pack for
adventure
What is the Brand Appeal?
The Brand Appeal seeks to remind people about a brand they are already familiar with, to
appeal to their desire to cling to a brand they already love.
When Should I Use the Brand Appeal?
The Brand Appeal is especially effective when your target audience is already very aware of
the brand or company that you are advertising. Brand appeals are good for audiences who
feel a love or affection for a brand and you want to reinforce that love or affection. Brand
appeals are also good when a person may be inclined to switch brands (say, for example, if
they’ve always used Nike but may be inclined to switch to another brand; if you’re
advertising the other brand, you might emphasize why your brand is better.)
Endorsement Appeal?
The endorsement appeal attempts to persuade
people by using celebrities or credible people to
endorse their products. The idea with the
endorsement strategy is to convince consumers
that the people they trust and admire use a
certain product, so consumers should, too.

When Should I Use the

Endorsement Appeal?
Endorsement appeals are incredibly
common in advertising and can be
used for just about any product or
service. Endorsement appeals are
especially good when you have
access to a celebrity or credible
person or organization that is
willing to publicly endorse the
product or service you are
advertising. It’s important to note,
however, that while celebrities and
famous individuals appeal to
certain people, they often don’t
appeal to everyone. For example, if
you use Taylor Swift to advertise
your restaurant, note that not
everyone is going to be persuaded
my Swift’s endorsement (and, in
fact, some may be turned off by it).
What is the Fear Appeal?
The fear appeal persuades people to feel that they
are assuming a risk if they do or do not purchase a
certain product. The idea is that if consumers don’t
use the product you are advertising, you make
them feel like there may be undesirable
consequences as a result.

When Should I Use the Fear

Appeal?
The fear appeal is increasing in popularity and
can be used for a variety of purposes,
particularly if there are consequences for not
purchasing a product. For example, if you sell
fire extinguishers and your advertising strategy is
to show how you may save your family
members’ lives if you have an extinguisher
during a fire, you are appealing to a fear in
consumers that if they don’t buy a fire
extinguisher, they are risking their family
members’ lives. Note that there are ethical
considerations when appealing to people’s
fears; it’s not always in the best interest of a
company to make their consumers be fearful of
something that really has little or no risk at all.
 What is the Humor Appeal?
The Humor Appeal persuades people to like a
company, brand, product, service, or idea by
making them laugh and feel good.

When Should I Use the Humor Appeal?

The humor appeal is especially good when the product, service, or idea
you are promoting is not particularly controversial and your intention is to
create goodwill for your company. Be careful when using humor, though,
that you don’t alienate the people you are trying to reach. Different types
of humor appeals to different types of people. Recognize what will actually
be funny (you never want to try to be funny and then fail) and take note of
what your target audience may find offensive. The larger your target
audience, the more broadly you want your humor to appeal. The more
narrow your audience, the more niche kind of humor and even inside jokes
you can pull off.
What is the Plain
Appeal?
The Plain reaches audiences by
appealing to their sense of what’s
normal, commonplace, or
average. Faced with onslaught of
unrealistic advertising and
Photoshopping, many consumers
feel that they can connect with
advertising that portrays people
and things more realistically or in
ways they’re used to seeing.
When Should I Use
the Plain Appeal?
The Plain Appeal is especially
effective when you sense that
your target audience may be tired
of or turned off by advertising
that showcases unrealistic body
types, physical abilities,
accomplishments, and so forth.
The Plain Appeal speaks to the
average person, essentially telling
them that average is okay, and
even awesome.
What is the Snob Appeal?
The Snob Appeal attracts audiences into
believing that they will be part of an elite
or special group if they buy a product or
service or buy into an idea. The Snob
Appeal, in other words, appeals to
people’s desires live lives of luxury, to be
treated as if they were wealthy,
noteworthy, part of a special club or
society, or otherwise deserving of special
treatment.
When Should I Use the Snob
Appeal?
The Snob Appeal is especially effective
when you have a product or idea that
appeals to a person’s desire to be
pampered, as if wealthy or famous. If
your product is something that may be
considered luxurious, the Snob Appeal
may be a good approach as you lure
people into believing that they deserve
what you have to offer and that they’ll be
rewarded and/or special because of it.
What is the Scarcity Appeal?
The Scarcity Appeal seeks to make people feel like they need to hurry, either because quantities are
limited, so many people are rushing to get it, or there is a restricted time frame in which you can get
your hands on the new product or service.
When Should I Use the Scarcity Appeal?
The Scarcity Appeal is especially effective when you have product or sale that will only last a short
time or that you truly have a limited supply on. The scarcity appeal isa good advertising strategy
when things are time-sensitive and may sell out (like with concern tickets or limited edition products)
or when you want people to feel like they’ll miss out in some way if they don’t hurry.