TOPIC:

Submitted To:
Submitted By: Amina Nasir
Abdul Rehman
Muhammad Ahmad Ali
Ali Sarwar Bajwa
Syeda Mehak Fatima Kazmi
EMOTIONAL APPEAL:
Emotional appeal is a persuasion method used to create emotional feedback or
response from the target audience. Emotional appeals are often used to
manipulate an audience into making an emotional decision or giving an emotional
response. Emotional appeal is more prevalent in advertising but can also be used
in courtrooms, churches, schools etc. Emotional appeal is used to boost the
effectiveness of an argument since it’s very persuasive and this makes it a popular
choice among marketing firms. Emotional appeal can be used in marketing as
outlined below.
Some of the advantages of emotional marketing are that it is memorable
marketing, that is, it will not be erased from the mind quickly and it brings about
positive associations with your product by attaching positive emotions to it. The
major disadvantage is that if you get it wrong then it might look as though you are
playing on the intellectual ability of your would-be audience.

TYPES OF EMOTIONAL APPEAL:

▫ Personal Appeal
▫ Social appeal
▫ Fear Appeal
▫ Humor Appeal
NESTLE NESVITA:
(Mein strong tau life strong)
Earlier this year, Nestlé Nesvita rolled out a new instalment of their ‘Woman of Strength’
campaign, which was introduced in 2008 and featured Mahira Khan. The central message
continues to be ‘bones strong toh mein strong’ and this time around, actor and model Sanam
Saeed continues with, “MEIN STRONG TAU LIFE STRONG” urges professional women to
ignore people who tell them that their jobs are secondary in comparison to their roles as
homemakers, and to focus on keeping their bones strong, since that is possibly the only thing
that can hinder them from reaching their true potential.

This add goes on PERSONAL APPEAL also known as the Emotional Appeal, is one
of roughly twenty advertising strategies that marketing professionals use to
persuade people to buy a product, pay for a service, donate to a cause, or
otherwise be persuaded. The Personal Appeal seeks specifically to incite
emotional responses in viewers strong enough to encourage them to buy or act.
SMOKING KILLS:
(INJURIOUS TO HEALTH)
-Smoking kills 14000 people everyday.

-Smoking is an important risk factor for “Silent Killer Disease” like Cancer and
Heart Disease.

-Smoking causes 87% of Lung Cancer.

-Every Cigarette you smoke takes away 14 minutes of your life.

So Please……..

This fall in Social Appeal that is roughly twenty advertising strategies that
marketing professionals use to persuade people to buy a product, pay for a
service, donate to a cause, or otherwise be persuaded. Similar to the Bandwagon
Appeal and the Snob Appeal, the Social Appeal attracts audiences to a product or
service by giving them a sense of social acceptance. While the Bandwagon Appeal
encourages people to buy a product or service because “everyone else is doing
it,” and the Snob Appeal makes people feel like they’re part of an elite club or
deserving of luxury, the Social Appeal focuses on other social aspects, like finding
joy in friend-making, feeling included, increasing in status, or being affiliated with
a particular group.
KENWOOD:
(Khush raho)

Kenwood Pakistan’s latest TVC for their DC Inverter Air conditioner

featuring Bollywood actor Nawazuddin Siddiqui and Pakistani beauty
Ayesha Khan will leave you in a fit of laughter.

This is Humor Appeal one of the roughly twenty advertising strategies that
marketing professionals use to persuade people to buy a product, pay for a
service, donate to a cause, or otherwise be persuaded. The Humor Appeal
persuades people to like a company, brand, product, service, or idea by making
them laugh and feel good. Another example from humor,

COCA COLA:
“KHUSHIYO SE BHARA PAKISTAN”
 This ad truly makes you feel happy inside out. The Coke Studio angle ensures that
all Coke ads shine hands down on the music and design. And this one takes that
to the next level. The music score has the right ‘happy’ feel with an uplifting
rhythm and the signature Coke tune that takes you to a happy place. The visual
story is simple and captivating, with a sequence of a hand raising the Coke bottle
to drink, shot across multiple characters, locations and scenarios. The cast
characterisation and shot choreography is simply marvellous and the high
production values come through very nicely. Put together, it makes for a very
entertaining communication with a big impact, befitting the occasion of a 100
years celebration campaign for this iconic brand.
RATIONAL APPEAL:
The Rational Appeal is one of roughly twenty advertising strategies that
marketing professionals use to persuade people to buy a product, pay for a
service, donate to a cause, or otherwise be persuaded. The Rational Appeal
persuades audiences to purchase something or act on something by appealing to
their sense of reason or logic. In other words, the Rational Appeal effectively
makes something make sense or seem obvious in such a way that it really can’t be
argued.

TYPES OF RATIONAL APPEAL:

 High quality appeals
 Low price appeals
 Long life appeals
 Performance minted appeals
 Easy to use oriented appeals

Olper’s has gained leadership position within a span of eleven years

through the promise of wholesome nutrition and through
commitment to innovation, safety & convenience. The brand
philosophy resonates well with mothers who are constantly in the
process of seeking superior nutrition for their children.
Some products are preferred for their quality not merely
because of their taste or style, such products are advertised by
highlighting the quality attribute in advertisement.

MILO:
(Energy to win)
 NESTLÉ MILO 200ml is a ready to drink chocolate malt drink which gives
you the energy to go further.
 NESTLÉ MILO is a special blend of milk, cocoa and PROTOMALT, a malt
extract made from barley that provides healthy energy to take on the
demands of the day.
 NESTLÉ MILO inspires you to be all you can be. It supports your drive to
succeed and enables you to enjoy the true achievement of reaching your
personal best.
HAIER BLUE TURBO REFRIGERATOR:
(Turbo Cooling)
Provide even cooling inside refrigerator portion and keep things cool in 1.5 times
quicker than others.
Stylish and accurate control with Digital panel.
Pakistan's longest warranty offer. 10 years warranty on compressor.
Retain cooling up to 100 hours in case of electricity load shedding.
Full LED Lights bright up the Ref and gives Luxury rather than visible.
MASTER MOLTY FOAM:
(Asli Foam)
Every time you lie down to sleep you’ll exhale with pure satisfaction
knowing that you have the best comfort money can buy. Molty Foam
analyzes your optimum surface pressure and postural support, so you can
get the nourishing sleep your body craves. From design and raw material to
High Pressure Technology and quality control, the essence of over 45
years of experience has been distilled and refined into a mattress that is
soft yet durable, firm yet comfortable.
The time tested most trusted name Molty Foam delivers proper postural
support and relief, so you and your partner can stay in one position longer
for a deeper night's sleep. Molty Foam relieves pressure points while
providing resilient support, for a one-of-a-kind feel. The only Asli Foam
made with High Pressure Technology.
MORAL APPEAL:
Finally moral appeals “are directed to the audience’s
sense of what is right and proper.”(ibid.) These may
include such appeals as ecological appeals and
nationalism.
The often interchanging use of appeals and values by
some researchers can be explained when looking at the
interaction that is necessary between the two:
· Appeals are used to appeal to the values a consumer
holds;
· Values are the underlying source of appeals.

TYPES OF MORAL APPEAL:

 Social awakening and justice
 Cleaner and safe environment
 Equal rights for women
 Protection of consumer rights and awakrning
GUL AHMED’S
#MeinPerfectHoon

Gul Ahmed recently launched a 360-degree campaign ‘#MeinPerfectHoon’ to

promote their Spring/Summer 2017 collection. The TVC features actors Anam
Fayyaz, Amna Ilyas, Minal Khan and Noor Khan, embracing their physical
‘imperfections’ proudly while wearing the brand’s latest lawn prints. Following
its launch, the campaign attracted mixed reactions on social media – while
some people lauded the ‘bold’ concept, others pronounced it to be an
imitation of Espirit’s #IamPerfect campaign.

The concept comes from a deep-rooted problem in our society – the way we
raise our girls. When a girl is born the questions that are asked include: What
does she look like? Whom does she resemble? Does she have perfect
features? As she grows older, society scrutinises every aspect of her existence
– including her external appearance and her views on various issues; nothing
goes without scrutiny. She is supposed to be the ‘achi behan’, ‘the perfect
maa’ or the ‘A-one khana bananay wali bahu’. The questions asked about her,
as she grows older, include: Kya woh perfect kapray pehenti hai? Uss ka figure
perfect hai kay nahi? In short, society imposes the idea of perfection in every
aspect of a girl’s life.
 CLEAN AND GREEN PAKISTAN:
(Pakistan clean, hygienic & healthy)(Pakistan clean, hygienic
& healthy)

Prime Minister Imran Khan on Saturday kicked off a countrywide

'Clean Green Pakistan' drive to tackle the challenges of rising
pollution and global warming and with a resolve to create a Pakistan
"even cleaner than Europe".
The prime minister launched the drive at Islamabad College for Girls by planting
a sapling and sweeping the lawn of the college.
Khan was accompanied by his Adviser on Climate Change Malik Amin Aslam,
Special Assistants Iftikhar Durrani and Naeemul Haq and Senator Faisal Javed
besides representatives of international organisations.
.