Types of Advertising Appeal

Type of appeals in Advertising
WHAT ARE ADVERTISING APPEALS?
Advertising appeals are communication strategies that marketing and advertising professionals use
to grab attention and persuade people to buy or act. In rhetorical theory, the idea of an “appeal” dates
back to Aristotle, who identified the three main appeals of communication (also known as the
rhetorical triangle): ethos, pathos, and logos, or, in modern language, credibility, emotion, and logic.
The idea was that, if you can establish yourself as credible (ethos), for example, you are more likely
to persuade people. Likewise, if you tugged on your audience’s heartstrings (hit their emotions,
pathos) or presented a logical argument (logos), you could persuade people to act. In other words,
you (or your communication) appealed to people because you were credible, you affected their
emotions, or you made logical sense.
Marketing and advertising gurus have been using appeals for as long as marketing and advertising
have been a thing. Consider celebrity endorsements, which are prime examples of applying ethos, or
the credibility/endorsement appeal. If you see an image with Jennifer Aniston holding a bottle of
Smart Water, you are being appealed to by Aniston’s credibility (or, at the very least, her notoriety).
If it’s good enough for her, the advertisers hope you’ll think and feel, then it’s good enough for the
consumer who respects and adores her.
But modern-day advertisers didn’t stop at just the three appeals, as Aristotle did. While credibility,
emotion, and logic in many ways do summarize the three broad ways in which people are persuaded,
advertisers get much more specific in order to target their marketing communications approaches.
Understanding the available appeals in marketing and advertising will put you in a position to be
more creative, more persuasive, and ultimately more effective in your marketing and business
communications.
Think of advertisements that stick in your head. What makes them so memorable? Is it the product
itself, or is it the techniques used to produce the ad? Advertising appeals are the persuasive pressures
that stimulate a person to buy a product or service by speaking to an individual's needs, interests, or
wants. The goal of an ad is to persuade customers, and advertising appeals provide just the right hook
to allow persuasion to occur. Advertising appeals are designed to create a positive image and mindset
about those who use the product or service, and are a major factor of consideration for advertisers.
Companies put a lot of effort into their creative advertising strategies and use various types of appeals
to influence purchasing decisions.
Commercial and print ads use some form of appeal to reach potential customers. Advertisers use
appeal to influence a customer to purchase a product or support a cause. Appeals speak to an
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individual’s need, wants or interest. The most common advertising appeals include use of fear,
humor, rational, sex or bandwagon propaganda.
In this lesson, we will look at seven major types of advertising appeals that are used to influence the
purchasing decisions of consumers. Let's take a closer look at each type of appeal.
Advertising Appeal is an igniting force which stimulates the customer mindset towards the product
or services. It not the only factor in the marketing mix which initiates a consumer for buying the
product but it is certainly one of the advertisers' most important creative strategy decisions involves
the choice of an appropriate appeal.
1.What Is Rational Appeal in Advertising?

Rational appeals place emphasis on facts, details, and product benefits. The goal is moving from
product awareness and knowledge to liking, product preference, conviction for the product and,
finally, purchase. By transmitting basic product information, a rational appeal provides product
knowledge. In order to promote liking and preference, a rational appeal provides logical reasons as
to why a particular brand or service is superior to another.
Advertising appeals are the hooks companies use in ads to persuade customers. Generally, appeals
fall under two basic categories: rational and emotional. While some ads use elements of both, there
is a wider array of emotional appeals because connecting with emotions often carries more impact in
attracting attention.
Rational appeal ads emphasize low costs, provide a cost-benefit analysis or lay out in concrete terms
what problem a product solves and why you should buy it. So-called reason-why ads are one method
used to make rational appeals. This is when the advertiser simply lays out one or more reasons why
you should buy the product. Rational appeals tend to work more effectively with cost-conscious
consumers, business buyers or analytical personality types.
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There are two broad types of strategies that businesses can use in their advertising and marketing
plans. The "emotional appeal" pulls on the customers' heartstrings to get them to purchase a product
or service because of its high quality, its use as a status symbol or its connection to the individual's
deep-seated interests. The "rational appeal," on the other hand, is concerned with an appealing price
point and with highlighting the benefits of owning the product. The rational appeal is widely used
by small businesses to fend off competition.
Advantages of Rational Appeal
Adopting the rational appeal method of advertising your products or services can be highly effective
for small businesses. First off, it allows you to market the product to more than one demographic
target group at a time. By focusing exclusively on the product's price and the benefits it offers, you
are creating a generalized marketing campaign with wide appeal. This in turn appeals to customers
of all backgrounds who are either looking for a bargain or who need (as opposed to want) a product
or service. Common household items such as vacuum cleaners, kitchen appliances and even lower-
range automobiles are marketed in this way. Consumers need these products and may not necessarily
be concerned with having the fanciest or most expensive ones. Appealing to the budget-conscious
and consumer-friendly customer is therefore key to the rational appeal. Furthermore, in times of
economic crisis or recession, products marketed by rational appeal tend to do well. Consumers are
apt to adopt a mindset of austerity during these times and will appreciate businesses that cater to their
needs.
Disadvantages of Rational Appeal
Despite the many advantages to using the rational appeal in advertising, there can be some downsides
to adopting this approach in your business. Consumers, even budget-conscious ones, are typically
looking for quality. Trying to pass off poorly made or ill-designed products by focusing on the low
price point may actually backfire on a company. If you sell orange juice, for example, you may find
that customers respond well to a lower price point. However, if this lower price-point comes at the
sacrifice of having orange juice made from 100 percent juice or not-from-concentrate, you may lose
out on customers who are concerned about quality. The key to utilizing the rational appeal then is to
be honest and consistent with your brand messaging and to know your target audience
Rational or logical appeals focus on the consumer’s need for practicality and functionality in a
product. Advertisers relay this message by focusing on product features and cost. These ads tell
consumers the benefits associated with the purchase of a product. The advertiser then provides proof
to back up the claims. An automobile advertisement focuses on gas efficiency, mileage and prices to
reach consumers who want a cost-efficient, reliable vehicle. Household appliance manufacturers may
place emphasis on features that lower home utility costs and protect the environment. Printed and
business-to-business advertisements are better suited for rational appeals.
Advertising Appeals: Speak Directly to Your Audience with Rational Appeals
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Businesses of all sizes like rational appeals to cut through the clutter around advertising and make a
straightforward appeal to the conscious consumer. Is a rational ad appeal the right neuroscience
marketing choice for your next ad creative? Learn ideal use cases for this type of advertising appeal
and see successful examples of rational appeals in our next post on emotional advertising appeals.
What are Rational Appeals?
Rational appeals are common-sense appeals that aim to connect the product’s or service’s advantages
and benefits with consumer needs. Instead of trying to use the product’s features to evoke a particular
underlying emotion, like fear or desire, rational appeals use straightforward language, statistics, and
other data points to speak to the real benefits of the product or service. Rational ad appeals often
feature customer testimonials, facts, and product demonstrations to support their ad creatives. Since
they are logic-based, they can be used to appeal to multiple consumer audiences at one time, thus
extending the usefulness of an ad creative.
For businesses on a budget, it can be helpful to get the most mileage from an ad creative. For small
businesses that have little brand recognition, rational appeals can help to promote their services
against those from larger brands who enjoy greater marketplace recognition.
When to Use Rational Appeals?
Rational appeals work well in a range of cases, including:
• During a recession or in times of economic uncertainly – In a recession, money is tight all

around. By using a rational appeal to highlight the benefits of your product, you can entice
reluctant consumers to buy by appealing to need not desire.
• For common items – Rational appeals work well for common items that consumers know
they need, but don’t have particular brand loyalty to. For household cleaning products,
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cookware, and even budget cars, rational appeals make sense. Customers want a simple
solution that meets their needs and don’t necessarily care about buzz or upscale features.
• For targeting budget-minded audiences – When you want to appeal to audiences who are on
a budget, definitely do use rational appeals. They will entice savvy consumers who fear
overspending to focus on the benefits of the products and not the price, earning you more
sales.
• For healthy products – As Gatorade’s Propel ad shows, rational appeals often make sense for
items in the health and wellness niche. Consumers want straight talk around health and fitness.
Brands who appeal to rational benefits and “truth in advertising” can create enduring loyalty
from appreciative consumers.
• Other companies who’ve successfully used rational ad appeals include Dove, which focused
on the natural ingredients in their beauty product, and Bounty paper towels, which used
product demonstrations to show how absorbent their paper towels were.
Typically, products marketed with a rational appeal are affordably priced, which also makes them
attractive to consumers. After all, it would make little sense for a luxury automobile maker such
as BMW to create a rational appeal for their cars. Such a campaign would not resonate well with their
target audience.
Likewise, rational appeals do not work well when the product on offer is of subpar quality.
Consumers want value and quality, even if they are on a budget. Trying to appeal to their rational
side when your product is a knockoff can backfire.
If you want to try rational advertising, you must be honest about the product. Failure to disclose the
pros and cons can lead to negative perception of your brand and your products in the marketplace,
which will cost you sales in the long run.
Rational or Informational Appeals

This is generally product oriented appeal, highlights the functional benefits like- quality, economy,
value, or performance of a product. Following are different types of rational appeals:
• Feature Appeal - Advertisements based on such appeal are highly informative, provides
information of product attributes or features that can be used as the basis for rational purchase
decision. Technical and high involvement product often uses this appeal.
• Competitive Advantage Appeal - Such appeal is used to compare the product with the
competitor's product directly or indirectly and advertiser try to present his product superior
then competitor's product on one or more attributes.
• Favourable Price Appeal - Here price offer is considered as the dominant point of the
message.
• News Appeal - Some type of news or announcements about product or company dominates
the advertisement.
• Product Popularity Appeal - Product popularity is considered as the dominant point of
advertisement by highlighting the increasing number of users of brand or the number who
have switched to it.
• High Quality - 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 .
• Low price - Many people prefer low priced goods. To target such audience products are
advertised by highlighting the low price tag of the product.
• Long Life - Many consumers want product of durable nature that can be used for a long
period, in advertisement of such product durability is the dominant point of the message.
• Performance - Many advertisements exhibit good performance of product.
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• Economy - Many customers consider savings in operation and use of product, for example
in case of automobile the mileage is considered while selecting the brand or model.
• Scarcity - Another appeal that is occasionally used is scarcity. When there is a limited supply
of a product, the value of that product increases. Scarcity appeals urge consumers to buy a
particular product because of a limitation.
• Other Rational Appeals - Other rational appeals include purity, more profits, time saving,
multifunction, more production, regular supply and availability of parts, limited space
required, artistic form, etc. that can make advertising effective.
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.
When Should I Use the Rational Appeal?
The Rational Appeal is especially effective when the product, service, or idea contains many features
that will appeal to someone’s sense of reason. For example, if you are advertising a vehicle that you
know has technical features that will appeal to your audience (maybe enhanced sound system, better
gas mileage, higher safety rating, and so forth), you can use the rational appeal to make your audience
nod their head and say, “yep, that makes total sense. I want that.”
How Do I Apply the Rational Appeal in Advertising?
The Rational Appeal is applied by using facts, statistics, and other general data and information that
will speak reason to your audience. Use images, numbers, graphics, and information that will be easy
to understand, straightforward, and powerful. Avoid using common or not-so-impressive facts that
won’t impress your target
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What Is Rational Appeal in Advertising?
Advertising messages are intended to persuade a target audience to buy a product or service, but other
goals include increasing brand awareness and creating favorable attitudes toward a product or its
maker. Persuasive messages generally rely on either emotional or rational appeals. Emotional appeals
target the customer's heart, while rational appeals go for the brain using logic and reasoning.
Rational vs. Emotional

A rational appeal in advertising means more emphasis is placed on providing factual information and
specific details about product benefits. A household cleaning product ad might show the product in
use and then offer an explanation of how it cleans twice as well as competing brands and costs less.
The same product could be promoted with a more emotional appeal that emphasizes the ease of
cleaning, the hassle-free experience and the environmental benefits it offers
Domino's Illustrates Power Of 'Rational' Appeals

• by Karlene Lukovitz @KLmarketdaily, May 13, 2010
Domino's Pizza's recent sales surge is one compelling reminder of the power of a clear benefit appeal
and intelligent execution, as opposed to advertising that entertains but falls short on results, in the
opinion of at least one marketing consultant.
"In a world that believes that advertising must be entertaining, Domino's is winning with a rational
product message that is honest, informative and persuasive," asserts Gary Stibel, founder/CEO of
Westport, Conn.-based marketing management consultancy New England Consulting Group.
(Domino's is not a client.)
Domino's, which introduced and began marketing its reformulated core pizza product late last year,
reported a 14.3% jump in domestic same-store sales in this year's first quarter. Pizza Hut parent Yum
Brands reported a 1% sales decline and 9% profit decline for the pizza chain on a same-store basis in
Q1, although it noted "significant improvement" in sales for the period versus fourth-quarter 2009.
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Papa John's reported a 0.4% decrease in overall domestic same-store sales, including a 1.8% decrease
for company-owned stores and a 0.1% increase for franchised locations.
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While Domino's reformulated pizza is an improvement on its former product, its current competitive
advantage within a mature and highly competitive market is based primarily on positioning and
execution, rather than a superior product, maintains Stibel.
Domino's' "Oh Yes We Did" product relaunch TV campaign won both attention and credibility with
consumers by frankly acknowledging that the old product wasn't all that hot, and backing its
improved claim with a money-back guarantee, as opposed to the price-promotion or entertainment
value approaches of competitors, he says.
Stibel also credits Domino's for successfully leveraging digital media in conjunction with television
to greatly expand the reach of its message cost-effectively -- for example, its new social media-based
"Taste Bud Bounty" contest incenting fans to bring "holdouts" (friends who still haven't tried the new
pizza) into the fold. "They clearly understand that loyal supporters are far more effective at converting
others to a brand than television alone," he notes.
Citing trends revealed by New England's competitive benchmarking data, Stibel says that examples
of other brands that are gaining share against their closest competitors by employing "old-school
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rational messages, in addition to emotional appeals" include Sam Adams beer (versus Heineken),
Audi (versus BMW) and Southwest Airlines (versus JetBlue).
Southwest's "Bags Fly Free" campaign is succeeding, for example, because it consistently reinforces,
across media, a single, rational differentiator that has "hit a nerve with consumers," he says.
"Making good products better and then leveraging strong, clear positioning and execution is, of
course, hardly a 'new' strategy for growth and competitive advantage -- best practices marketers have
been using this formula successfully for decades," Stibel adds. "But it does seem that many marketers
are too often forgetting that programming is for entertaining people, and advertising is for selling."
What Is Rational Appeal in Advertising?
Rational or logical appeals focus on the consumer’s need for practicality and functionality in a
product. Advertisers relay this message by focusing on product features and cost. These ads tell
consumers the benefits associated with the purchase of a product. The advertiser then provides proof
to back up the claims. An automobile advertisement focuses on gas efficiency, mileage and prices to
reach consumers who want a cost-efficient, reliable vehicle. Household appliance manufacturers may
place emphasis on features that lower home utility costs and protect the environment. Printed and
business-to-business advertisements are better suited for rational appeals.
An advertisement that has rational appeal encourages consumers to buy or to act on a cognitive rather than
emotional basis. It focuses on elements such as statistics, quality, price, performance and specifications,
creating fact-based justifications. Consumers respond to this kind of campaign based on their perception of
facts, hard data and logic. Five common strategies are used in rational appeal advertising campaigns.
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2. Emotional appeal/Personal appeal:
How Is Emotional Appeal Used to Persuade?
The claim that emotions drive buying decisions while logic justifies buying decisions is hardly
newsworthy. This approach to selling has been taught in sales-training seminars for decades. It is
useful, however, to explore why people tend to buy with their hearts and rationalize with their heads.
This will assist in a better understanding of how emotional appeal is used to persuade.
Persuasion Techniques
There are basically two ways to persuade: rational persuasion and emotional persuasion. Rational
persuasion employs logical arguments and believable evidence. Rational persuasion requires that the
target or audience make an active effort in receiving and evaluating the information. The conscious
minds must be engaged and the audience must be sufficiently motivated to process the information.
Emotional persuasion relies on the subconscious mind's "auto-pilot" to handle the chores of receiving,
processing and evaluating information to make a decision. However, the subconscious mind is
clueless about processing and evaluating information based on conscious thought. Consequently,
emotions and instincts, which reside in the subconscious, kick in as the auto-pilot substitute for
conscious thought. In other words, when decisions are made at the subconscious level, they are based
on emotions and instincts, or "gut feeling."
Why Emotional Appeals Work
Thinking is a laborious task. Experts in neuroscience say that the mere act of thinking burns three
times more calories than a less-challenging task like watching TV. The experts also note that the
human brain runs on idle in a non-thinking state 95 percent of the time. Marketers clearly don't bet
their budgets on consumers being asleep at the switch 95 percent of the time. The stats strongly
suggest, however, that people are more susceptible to emotional appeals because their brains are in
an idle, subliminal state most of the time.
Clutter Busting
The Advertising Education Foundation lends authority to the importance of emotional appeals by
calling attention to the fact that the average person is exposed to more than 3,000 ads per day. It
would be impossible to process the content of these ads with the conscious mind even if the brain
was actively engaged 24/7. As such, AEF counsels that advertising appeals must transcend the
rational -- for example "cleans your windows" -- just to bust out of the clutter. Moreover, AEF advises
that effective emotional appeals should subliminally excite that singular thought, belief, hope, dream
or expectation to get the target's attention. These are only a few of the emotional triggers that AEF
believes will get a strong reaction from the target.
Catalog of Emotions
Triggers are attached to all positive and negative emotions that can be pulled in emotional appeals
intended to persuade. Marketers and salespeople often use cognitive dissonance theory to persuade
by creating emotional tension between conflicting positive and negative emotions, and then offering
whatever they're selling as the solution to the dissonance. They also use cognitive consonance theory
to align their "pitches" to be internally compatible with people's attitudes and beliefs. Although the
range of human emotions is enormous, Aristotle settled on 14 prime positive and negative emotions
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2,500 years ago that are manipulated to this day in appeals to persuade. Aristotle's 14 emotions are:
anger, mildness, love, enmity, fear, confidence, shame, shamelessness, benevolence, pity,
indignation, envy, emulation and contempt
PERSONAL/EMOTIONAL APPEAL (ADVERTISING)

What is the Personal Appeal?
The 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. While several other
advertising appeals also seek to affect people’s emotions (consider the Fear Appeal or the Humor
Appeal), the Personal Appeal encompasses the wide range of other emotions that an advertiser may
wish to play with in order to persuade his/her target audience. While there are scores of emotions an
advertiser could use, some of the more common ones besides fear and humor are sadness, pity, anger,
excitement, and joy.
When Should I Use the Personal Appeal?
The Personal Appeal is applicable in may different scenarios for a wide variety of products, services,
and ideas. If what you want to advertise is especially prone to affecting emotions, the Personal Appeal
is a good choice to use. For example, if you are advertising a non-profit organization that is seeking
donations for a humanitarian relief effort, as an advertiser you can use the Personal Appeal to evoke
emotions of sadness and empathy, encouraging people to feel bad for those suffering and want to do
something to help.
How Do I Apply the Personal Appeal in Advertising?
The Personal Appeal works best when you use images that evoke strong emotions. While you want
to be careful about exploiting people in the images and the people viewing the messages, you can
often effectively use imagery that tugs at consumers’ heart strings in some way. The Personal Appeal
doesn’t always need to be used to evoke emotions of sadness, pity, and empathy, though. You can
use images that make people feel good and happy, jealous, worried, or any other range. Just use
appropriate images and text that speak directly to a targeted emotion.
The Effects of Emotional Marketing
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Small-business owners can use emotional marketing to increase the effectiveness of their marketing
campaigns. The key is to develop an advertising concept that speaks directly to the consumers you
plan to target, capitalizing on the emotions they are likely to be feeling at this stage of their lives. The
content and aesthetics of your marketing campaign should work together to create a cohesive message
in line with the emotional appeal you hope to make.
Factors
Many factors determine the effectiveness of emotional marketing. Variations in consumers’ value
systems, for example, might cause your advertisement to stimulate different emotions in various
consumer groups. People’s wishes and desires also change significantly as they move through the
stages of life. For instance, an advertisement that stimulates an emotional response in adolescents
might have little effect on 40-year-olds and no effect at all on senior citizens. In other words, for your
emotional marketing to be effective, you must understand the needs and emotions of the consumer
groups you plan to target.
Memorable Advertising
The right emotional appeal can touch people’s cores, making it easier for them to recall your sales
message later. New parents are protective of their families, for example, so an automobile
manufacturer could appeal to this consumer group with a series of television commercials featuring
real-life customers discussing how the car’s safety features protected their families during dangerous
accidents. These stories could have a significant impact on new parents, convincing them to choose
that brand of car over its competitors.
Positive Associations
Linking positive emotions to your brand name creates goodwill for your products. For example, if
you consistently include images of happy families in your advertisements, people will begin to view
your brand as family-friendly. Your advertisement can solidify the connection by linking the images
you present with the objective of your marketing campaign. For example, a lawn-care company could
promote its services using images of happy families picnicking on beautifully maintained lawns.
Expert Insight
Scientists still don’t understand exactly how emotions, memories and rational processes interact, but
it seems likely the emotional associations you create with your advertisements have a significant
influence on consumers later, when they encounter your product in a store, for example. It’s also
plausible that the more positive and frequent the emotional associations, the more likely consumers
will favor your product over lesser-known competitors.
Emotional appeals are the most common appeals utilized by marketers. This type of appeal targets
a consumer’s emotions and influence consumer engagement. Anytime a marketer can get a consumer
to identify with the situation, especially through emotion, the percentage of conversion (purchase)
increases dramatically.
Simply stated, the idea of using an emotional appeal is to relate to the individual’s psychological
and social needs for purchasing a product or service.
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Emotional appeals include:
• Personal appeal-Focused on emotions centered around the need for love, joy, self-esteem,
happiness, safety, and family well-being
• Social appeal-Focused on the individual need for recognition, respect, involvement,
affiliation, and status
• Fear appeal-Focused on individual needs based on fears….fear of loss of health, safety, and
beauty
• Humor appeal-It is proven that “humor” sells, because of attention, association, and memory
recall is improved through an engaging humorous message
Other common types of appeals include sex appeal, music appeal, scarcity appeal, brand appeal,
adventure appeal, endorsement, romance appeal and others.
The next step in using a specific appeal is to determine the executional styles for advertising. This
is critical to get correct and has to be aligned with the type of appeal.
Personal Appeal
Some personal emotions that can drive individuals to purchase productsinclude safety, fear, love,
humor, joy, happiness, sentiment, stimulation,pride, self esteem, pleasure, comfort, ambition,
nostalgia etc.
3. Moral Appeal:
Get other people to agree with you by appealing to their sense of morality and social good.
Ask them whether things that you or they are proposing are right or wrong. Encourage them to do
the 'right thing'. Talk about how they will affect other people, for better or worse. You can also note
how people will know what they have done.
A particularly useful way of appealing to morals is by using questioning. Ask them if they would
do something unethical. Of course they say no. Then link their denial to their current action. Then
show them how to act morally.
Example
Would you wear clothes that were made by poor children? So don't shop there. The new shop has
ethically sourced goods.
I know that cleaner is cheaper, but it harms the environment.
Neonicitinoids may kill pests but they also kill pollinators. Use a more friendly way of helping your
crops grow.
Discussion
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This is similar to invoking norms, but rather than using external social rules as the standard to which
the person should comply, this time you are using their personal, internalized set of rules of what is
right and wrong, good and bad.
Because people often use their morals as a key part of defining their personal identity, betraying their
morals is almost a form of identity destruction, decreasing their very being. We still do wrong things
while making excuses to ourselves about this. A reminder of our morals removes this and makes it
much more likely we will be good.
Moral Appeal is the 41st of the 64 compliance-gaining strategies described by Kellerman and Cole.
Emotional Appeals
An emotional appeal is related to an individual’s psychological and social needs for purchasing
certain products and services. Emotions affects all type of purchase decisions. Types of emotional
appeals are as follows:
• Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy are
shown in advertisements to appeal audience to buy that product. For example- Jonson and
Jonson baby products.
• Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things
they should or stop.
• Fear - Fear is an emotional response to a threat that expresses some sort of danger. Ads
sometimes use fear appeals to evoke this emotional response and arouse consumers to take
steps to remove the threat. For example- Life Insurance
• Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy
mouthwash, deodorant, a safer car, get retirement pension plan.
• Humour - Humour causes consumer to watch advertisement, laugh on it, and most important
is to remember advertisement and also the product connected with humour. For example-
Happydent, and Mentos.
Moral Appeals
Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used
to exhort people to support social and ethical causes. Types of Moral Appeal are as follows:
• Social awakening and justice

• Cleaner and safe environment
• Equal rights for women
• Prohibition of drugs and intoxication
• Adult literacy
• Anti-smuggling and hoarding
Protection of consumer rights and awakening
4. Bandwagon appeal
A bandwagon appeal makes consumers believe they are missing out by addressing the consumer’s
need to belong. Food and drink ads show hip young adults enjoying a product and ignoring the
individual who chooses the less popular product. Medical products show consensus by indicating the
number of medical professionals who support the product. For example, a cold medicine ad may say,
"Eight out of 10 doctors recommend this product" to show product effectiveness. Automobile dealers
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and cellphone providers give sales and user statistics to indicate why their product is the more
preferred. This type of message says buy this product because everyone does. If done correctly, the
consumer will purchase the product. Bandwagon appeals can backfire in that the consumer’s desire
to fit in can conflict with the ability to make a rational decision.
The bandwagon appeal is one of roughly twenty advertising appeals that marketing professionals
persuaded. 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 Bandwagon Appeal can be broadly applied for a wide range of ages, backgrounds, and
preferences.
How Do I Apply the Bandwagon Appeal in Advertising?
When creating advertisements and visual communications focused on persuading audiences through
the Bandwagon Appeal, use imagery and phrasing that suggests a large number of people are already
using the product or service you are advertising. The goal is to make your audience feel that if they
were to purchase your product or service, they would be joining a large group of people that already
do so.
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Examples of Bandwagon Appeals in Action
A bandwagon appeal makes consumers believe they are missing out by addressing the consumer’s
need to belong. Food and drink ads show hip young adults enjoying a product and ignoring the
individual who chooses the less popular product. Medical products show consensus by indicating the
number of medical professionals who support the product. For example, a cold medicine ad may say,
"Eight out of 10 doctors recommend this product" to show product effectiveness. Automobile dealers
and cellphone providers give sales and user statistics to indicate why their product is the more
preferred. This type of message says buy this product because everyone does. If done correctly, the
consumer will purchase the product. Bandwagon appeals can backfire in that the consumer’s desire
to fit in can conflict with the ability to make a rational decision.
5. Musical Appeals
Music can help to capture the attention of a listener because music is often linked to emotions,
experiences, and memories, grabbing the attention of those not previously engaged. The use of
musical appeals allows for a connection between the product or service and a catchy jingle or piece
of music. As an example, Nationwide Insurance uses the well-known 'Nationwide is on your side'
jingle as an appeal. And since these musical memories are often stored in the long-term recall areas
of the brain, many consumers remember the jingles for extended periods of time. The selection of
music can involve an already familiar tune or can involve the creation of an original composition
specifically for the ad.
The Music 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 Music Appeal uses music and sound specifically to attract attention, make people feel good, and
increase recall or memory of the product and service.
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When Should I Use the Music Appeal?
The music appeal can be widely used for most any product or service type. The Music Appeal is
especially useful when you want to make your product or service seem lively or exciting and you
want to integrate a jingle or song that will make your audience feel happy and upbeat. Consider, for
example, one of the classic tunes used by restaurant chain Chili’s to announce their baby back ribs.
Note how the music is the emphasis of the appeal and how the jingle is catchy and upbeat.
How Do I Apply the Music Appeal in Advertising?
The music appeal works best when you make the advertisement almost entirely focused on the music,
with the product or service you are advertising as background information. The goal is to get your
audience to remember it later, even if they’re not necessarily paying close attention to the product
while watching or listening to the advertisements. Keep music upbeat and memorable. While many
advertisements include music and sounds as background information, when you use the Music
Appeal, you make the music front and center of the ad, appealing to your target audience’s tastes in
music and feel-good rhythms.
6. Humor Appeals
Humor is a proven appeal type for grabbing attention and keeping it. When consumers find something
humorous, it has value because is causes them to watch, laugh and, most importantly, remember. By
capturing the viewer's attention, humor appeals cut through advertising clutter and allow for
enhanced recall and improved moods; consumers who are happy associate the good mood with the
product and service. E-Trade's talking baby ad campaign provides an example of this appeal, with a
goal of attracting viewer attention through humor. However, humorous ads can be tricky to design
because those that aren't received well result in only the ad being remembered, rather than the product
or brand.
Humor appeal is one of the most common and most criticized in advertising. Just because an ad
makes a customer laugh doesn't guarantee that the message has persuaded him to like or buy the
product. Graphic designer Kelly Schwarz, whose work includes ad design, says a small amount of
humor often aids ad appeal, but excessive amounts take away from the brand or product message.
Humor can lighten the tone in a message or make an ad more memorable, but it shouldn't take away
from emphasis on benefits or the value proposition for customers.
The age-old adage "sex sells" remains prominent and fairly accurate in the early 21st-century ad
environment. The notion is that sexual or sensual themes in ads appeal to people's natural, raw desires
for physical contact, romance and relationships. Health and beauty items, fashion and alcohol are
products often marketed with sexual appeal. However, companies and products that have little sexual
connotation also are promoted with this appeal. A 2012 Carl's Jr. ad campaign for its new Memphis
BBQ Burger featured two women provocatively enjoying the sandwich together.
Humor appeals make consumers laugh and create an emotional link with the product. A well-
executed humor appeal enhances recollection, evaluation and the intent to purchase the product.
Advertisers link the product with the humor. For example, a humorous insurance ad hits the mark
when the humor shows the consumer why having insurance is beneficial. Using humor at the expense
of one group may lead to resentment. Senior citizens may resent a product that portrays them as
grumpy, while women may refuse to purchase a product that portrays them as overbearing. Humorous
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ads work best with established and commonly purchased products such as cellphones, fast food and
alcoholic beverages.
Humor can be a double-edged sword. Ethnic and minority jokes can offend, even though many people enjoy
them. Care must be taken to ensure that the surprise element of the humor is followed by pleasure, not
pain. Humor, when used well, relaxes audiences and reduces their resistance to key messages. Cadbury's
"eyebrow" advertisement, which shows a young boy and girl moving their eyebrows in rhythm with the
soundtrack, has attracted a lot of favorable attention around the world.
Humor appeals make consumers laugh and create an emotional link with the product. A well-
executed humor appeal enhances recollection, evaluation and the intent to purchase the product.
Advertisers link the product with the humor. For example, a humorous insurance ad hits the mark
when the humor shows the consumer why having insurance is beneficial. Using humor at the expense
of one group may lead to resentment. Senior citizens may resent a product that portrays them as
grumpy, while women may refuse to purchase a product that portrays them as overbearing. Humorous
ads work best with established and commonly purchased products such as cellphones, fast food and
alcoholic beverages.
7. Fear Appeals
Fear appeals are widely used because they simply work. Fear can increase a viewer's interest in an
advertisement and can heighten persuasiveness, causing consumers to remember these ads more so
than upbeat, warm ads. Fear appeals fit particularly well with certain types of goods and services,
particularly those products that can eliminate threats or provide a sense of personal security. For
example, fear is often used in insurance company ads, focusing on the consequences of an untimely
death. Or, a mouthwash ad can invoke a fear of bad breath.
Fear appeals focus on the negative outcomes that can happen because of an action or inaction.
Advertisers use fear appeals to promote an immediate behavior change such as eating healthier or
not smoking. Another fear tactic involves isolation. People will purchase a product to avoid isolation
from others because of bad hygiene. Deodorant and toothpaste ads often employ this tactic.
Government agencies appeal to an individual’s fear of death or incarceration to prevent drinking and
driving. Fear appeals work when the recommended action is specific, effective and plausible. For
example, ads geared toward smokers can be ineffective if the person does not believe quitting is
within reach.
Closely related to the above is the use of fear. Volvo has used images of people who were involved in horrific
car accidents, but who lived because of the car's safety features. The "Volvo Saved My Life" club helped the
company to establish its position as the safest car, a position it still owns today. Since the terrorist attacks in
the United States and London of September 11, 2001 and July 7, 2005, respectively, some insurance
companies have been heavily promoting the element of fear and peace of mind in their corporate and
product marketing communications, which, while being reassuring to some people, may irritate others.
Fear appeals focus on the negative outcomes that can happen because of an action or inaction.
Advertisers use fear appeals to promote an immediate behavior change such as eating healthier or
not smoking. Another fear tactic involves isolation. People will purchase a product to avoid isolation
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from others because of bad hygiene. Deodorant and toothpaste ads often employ this tactic.
Government agencies appeal to an individual’s fear of death or incarceration to prevent drinking and
driving. Fear appeals work when the recommended action is specific, effective and plausible. For
example, ads geared toward smokers can be ineffective if the person does not believe quitting is
within reach.
The fear 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 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.
How Do I Apply the Fear Appeal in Advertising?
When creating advertisements and visual communications focused on persuading audiences through
the Fear Appeal, use images and phrasing designed specifically to evoke fear or concern. You might
think to the famous no-smoking ads where people had developed serious deforming illnesses from
smoking. The images of people with holes in their throats, missing teach, ruined vocal cords, and
lung cancer were designed to make people fear smoking. The same has been done with seatbelt
campaigns and similar concepts.
Examples of Fear Appeals in Action
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8. Sexual Appeals
Sexual appeals provide another method for breaking through ad clutter. Nudity and other sexual
approaches are common and are often employed using various methods. By using subliminal
techniques, the advertisement attempts to affect a viewer subconsciously. For example, an
advertisement may use sexual cues or icons in order to affect the viewer's subconscious, which is
seen in ads where men purchase beer in order to gain the attention of an attractive female.
Likewise, nudity or partial nudity are often used to promote the sale of items such as perfume,
cologne, or even clothing. Other techniques include overt sexuality, which is often used in ads for
products that are sexually-oriented by nature, sexual suggestiveness, and sensuality. It should be
noted that while sexually-oriented ads do attract attention, there tends to be a lower level of brand
recall than with other appeals.
Sex appeals capture attention, but seldom promote product consumption. Effective sex appeal ads
convey a specific message to the target demographic group. Beer advertisers often use sex appeal to
promote their product to men. The typical scene involves several young, average-looking men in a
bar. The men purchase the beer and gain the attention of an attractive young woman. Fragrance
products use sex appeal to convey romance to women by indicating the use of the product will help
her find the man of her dreams. Generally done by showing the woman spraying the fragrance and
then capturing the attention of an attractive male who passes her on the street. Overly overt images
subtract from the overall message the advertiser wants to convey.
Examples of How Sex Appeal in Advertising Works
Sex appeals capture attention, but seldom promote product consumption. Effective sex appeal ads
convey a specific message to the target demographic group. Beer advertisers often use sex appeal to
promote their product to men. The typical scene involves several young, average-looking men in a
bar. The men purchase the beer and gain the attention of an attractive young woman. Fragrance
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products use sex appeal to convey romance to women by indicating the use of the product will help
her find the man of her dreams. Generally done by showing the woman spraying the fragrance and
then capturing the attention of an attractive male who passes her on the street. Overly overt images
subtract from the overall message the advertiser wants to convey.
Sex appeal in advertising is generally viewed as an effective strategy to attract attention to your brand.
The pervasiveness of this approach is evidence of the fact that companies believe it works well. In
some instances, sex appeal alone is the attention-getter in an ad, while other times the product
presents a natural opening for sexual ad messages.
Teasing
For some companies and products, sexuality is the allure used in advertising to draw attention to an
otherwise tame product. No company better epitomizes this than Internet hosting services provider
GoDaddy.com. The company has used a mix of racy television ads and provocative online ads
featuring "GoDaddy Girls" to attract visitors in the hopes of converting them to customers. GoDaddy
offers Internet domain and hosting services at low costs, which often appeals to small businesses.
The ads feature scantily clad women and sensual messaging simply get visitors to take a look at the
company's website and offerings.
Supporting
In other instances, products companies sell lend themselves well to sexual or sensual ads. Axe body
spray commercials and ads, for instance, play up the fact that men who use their products will smell
so good, they will attract women. Makeup brands, colognes, perfumes and other health and beauty
ads commonly show men or women talking or conveying the benefits of the products with their looks
or attractiveness. This type of approach offers a more conventional opening for small businesses or
suppliers looking to promote sensual benefits of their brands.
Its in the Product

The most direct example of sexuality working, or being necessary, is when your product has a direct
correlation to sex itself. Viagra and Cialis, for instance, must address sexuality since their products
combat erectile dysfunction. Keys for them include promoting product benefits, but in a socially
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acceptable way. This usually involves hints and innuendos about what a couple is going to do. Sex
therapy books and products or adult-themed retail stores also inherently address sexuality in
advertising.
Subliminal Ads
Subliminal advertising is the deceptive implanting of visual images or text in ads. Known to exist
since 1957, subliminal ad techniques are designed to play on an audience's subconscious mind
through quick-hitting imagery that your conscious mind isn't immediately aware of. Sexuality in
advertising is often subtle or subliminal. The company doesn't want you to know it exists, but it is
built into the message to create a positive feeling. The subtle inclusion of male or female private parts
in a print ad is a common technique. This particular method is used by large and small companies,
because you can plant such visual cues in affordable newspaper or magazine ads in many cases.
9. Social Appeals
Advertisers often include social and peer pressure in their appeals. Presenting a brand or product in
a social setting is a common technique. Skechers shoe ads commonly show people in social situations
sporting their shoes. Fashion and technology companies also use social influence to promote their
products, suggesting their products are hip, trendy or "in." Pimple and blemish cream ads often point
out the social ramifications of going to school with pimples and facial blemishes.
Self-Interest
A number of appeals fall under the category of self-interest. Companies sometimes emphasize the
benefits their products and services can have on self-esteem. Getting a new hairstyle, for instance,
can make you feel better about yourself. Fear and anxiety appeals emphasize purchase opportunities
that can protect you physically or emotionally or ensure a better quality of life.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use
certain products. Advertising agencies and companies use different types of advertising appeals to
influence the purchasing decisions of people. There are three types of appeals:
1. Rational or Informational Appeal

2. Emotional Appeal
3. Moral Appeal
Other Type of Appeals
• Reminder Appeal - Advertising using reminder appeal has the objective of building brand
awareness. For example- IPO
• Teaser Advertising - Advertisers introducing a new product often use this appeal. It is
designed to build curiosity, interest and excitement about a product or brand. For example-
Ponds ad of Saif & Priyanka
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• Musical Appeals - Music is an extremely important component in advertising. It captures the
attention of listeners. For example- Docomo, Airtel
• Transformational Appeal - The idea behind this appeal is that it can actually make the
consumption experience better. For example- Ambay products
• Comparison Appeal - In this appeal a brand’s ability to satisfy consumers is demonstrated
by comparing its features to those of competitive brands. For example- Tide & Surf
• Direct Appeals - Direct appeals clearly communicate with the consumers about a given need.
These extol the advertised brand as a product which satisfies that need.
• Indirect Appeals - Indirect appeals do not emphasize a human need, but allude to a need.
An advertising appeal refers to the approach used to attract the attention of consumers and/or to
influence their feelings toward the product, service, or cause. It's something that moves people,
speaks to their wants or need, and excites their interest. Often it is the underlying content of the
advertisement; think of it as a “movie script”. Don’t confuse this with executional framework, that
will be another topic.
Deciding on an Advertising Appeal
When y'all are deciding on a direction for your submissions, review the Creative Brief (specifically
objectives section) for tone, the nature of the product, the preferences of the client (very important).
Most importantly though, use your common sense and gut feelings. There are two major types of
appeals. They are:
Emotional
Rational
Emotional Appeal
This relates to the customers’ social and/or psychological needs for purchasing a product or service.
This appeal is so effective because many consumers’ motives for purchase decisions are emotional.
Many advertisers believe an emotional appeal to work better at selling brands that do not differ
markedly from competing brands. Witin the emotional appeal, there are two subsets - the personal
and the social. These are made up of:
Personal -
Safety, Security, Fear, Love, Affection, Humor, Happiness, Joy, Nostalgia, Sentiment, Excitement,
Arousal/stimulation, Sorrow/grief, Pride, Achievement/accomplishment, Self-esteem, Actualization,
Pleasure, Ambition, Comfort
Social -
Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging, Rejection,

Acceptance, Approval
So, a little more detail on some of the important Personal Appeals...
Fear Appeal
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Increases viewer interest in the ad and the persuasiveness of the ad.
Used with health and beauty products, idea marketing, insurance.
Most experts believe that a moderate level of fear is most effective.
Humor Appeal
Used in 30% of all advertisements.

Excellent at capturing attention.
Score high in recall tests.
Should be related directly to customer benefit. Or else, the joke can overpower the message.
Sex Appeal
Subliminal techniques
Nudity or partial nudity
Sexual suggestiveness
Overt sexuality
Sensuality
Are Sex Appeals Effective?
Research Results -
Sex and nudity do increase attention.

Rated as being more interesting.
Often leads to strong feelings about the advertisement.
Brand recall is lower.
Often interferes with message comprehension
Using Sex Appeals Effectively
Be aware of differences in the international arena.

Should be an integral part of the product.
Should utilize a variety of models in terms of age, size, ethnicity and gender.
Should consider using “regular person” models.
Be careful sex does not overpower advertisement.
Consider shifting to more sensuality.
Music Appeals
Has intrusive value.

Gains attention and increases the retention of visual information.
Can increase persuasiveness of an advertisement.
Design Questions -
What role will music play?

Will a familiar song be used or new song created?
What emotional feeling should song solicit?
How does the music fit with the message of the ad?
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Tunes and Taglines
See if you can think of the tune that matches each of the following taglines:
Like a good neighbor, State Farm is there.

Feel like a woman (Revlon).
Come see the softer side of Sears.
The ABC News theme (also used in commercials for the news).
I am stuck on Band Aid, cause Band Aid is stuck on me.
Scarcity Appeals
Based on limited supply or

Based on limited time to purchase.
Often tied with promotion tools such as contests, sweepstakes and coupons.
Encourages customers to take action.
Rational Appeals
Focus on the consumer’s practical, functional, or utilitarian need for the product or service and
emphasize features of a product or service and/or benefits or reasons for owning or using a
particular brand
Print media is well-suited for rational appeals.
Used by business-to-business advertisers.
Well-suited for complex and high involvement products.
Consumer purchase decisions are often made on the basis of both emotional and rational motives,
and attention must be given to both elements in developing effective advertising.
Advertising appeal is an igniting force which stimulates the customer mindset towards the product
or services. It is not the only factor in the marketing mix which initiates a consumer for buying the
product. It refers to the approach used to attract the attention of consumers and/or to influence their
feelings toward the product, service or cause. Its something that moves people, speaks to their wants
or need and excites their interest. The message conveyed through advertising appeal influences the
purchasing decision of consumer.
Consumers respond to advertising appeals that connect to the following underlying emotions.
Music
Music can help to capture the attention of a listener because music is often linked to emotions,
experiences and memories, grabbing the attention of those not previously engaged with the product.
The use of musical appeals allows a connection between the product or service and a catchy jingle
or piece of music. As an example, Peak milk uses a sing-along ‘everybody wazo’ jingle as an appeal.
And since these musical memories are often stored in the long term recall areas of the brain, many
consumers remember the jingles for extended periods of time. Music has certain intrinsic value and
can help in increasing the persuasiveness of the advertisement, it also capture attention and increase
customers recall.
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Romance
These advertising display the attraction between sexes, it is used to signify that buying certain
products will have positive impact on the opposite sex and improve your romantic or love life.
Fragrances, toothpastes, automobiles, shaving sticks, and Other products often use this type of
advertising appeal. A man is shown using a particular cologne after which women are attracted to
him. A girl is shown using a particular skin cream and then boys are shown flocking to her.
Slogan
Slogan as we all know are striking phrases used to convey important information about a product to
be advertised. Pepsi brand took the advertising industry with its ‘Long-Throat Bottle’ campaign by
surprise, starting with twitter campaign going viral in all social media, TV screen, Transits and Radio.
Slogan enhance messages and gives more information making it interesting. People remember the
slogans and thereby makes the brand recall.
Humour
This is an excellent tool to catch the viewers attention and help in achieving instant recall which can
work well for sale of product. Humour appeal makes us laugh and feel good, it is often difficult to
execute well because people have to understand the humour and they have to get the link to the brand.
It can be excellently used when it is related to some benefit that the consumer can derive without
which the joke might over power the message. Like romance appeals, sometimes the very humour
that gets our attention assist us in remembering the adverts and influence our behaviour.
Bandwagon
A bandwagon appeal makes consumers believe they are missing out by addressing the
consumer’s need to belong. Food and drink advert show young adults enjoying a product
and ignoring the individual who chooses the less popular product. Medical products show
consensus by indicating the number of medical professionals who support the product.
For example, a cold medicine advert may say, “Eight out of 10 doctors recommend this
product” to show product effectiveness. Automobile dealers and cellphone providers give
sales and user statistics to indicate why their product is the more preferred. This type of
message says buy this product because everyone does. If the advert is done correctly, the
consumer will purchase the product.
10. Snob Appeal
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Snob appeal refers to the qualities or attributes of a product that might appeal to a consumer with
"snobby" tastes. It may refer to the actual product itself or the exclusivity the consumer could
potentially experience as a result of owning the product that is being advertised.
Understanding Snob Appeal

The purpose of snob appeal is to persuade a consumer to purchase a product or service by convincing
him or her that the purchase will elevate their status. By appealing to individuals’ desires to be among
the elite, advertisers attempt to sell their products.
For example, some different ads that illustrate snob appeal include the following:
• Cigarette ads with big and tough guys smoking cigarettes makes it seem that the consumer, too,
could be amongst the elite hearty men who smoke cigarettes.
• Commercials that show men drinking a certain brand of beer attracting all of the beautiful women
in a bar gives the underlying message that drinking that beer will make the consumer more attractive
to women.
• A food commercial that highlights parents who are "Number One" that purchase a certain food
product implies that the consumer will also be a top notch parent if he or she purchases the product.
• A perfume advertisement that features a woman dressed in fancy clothes and very expensive jewelry
appeals to the "inner snob" by implying that a woman who wears that perfume will be equally as
exquisite in appearance.
• A commercial for cat food that shows a cat eating a certain brand of food in a posh house with a
fancy pet dish makes the consumer feel she is treating her cat the best she possibly can by purchasing
that food.
• A military slogan that says, "Do you have what it takes?" is appealing to snob appeal by trying to
recruit members implying that they are an elite group that has characteristics that others do not
possess.
• When a company is attempting to sell its services over competitors’ services and states "You don’t
want to deal with those OTHER companies…" it is attempting to elevate its own image to be more
appealing as an elite company.
• A wireless phone company shows commercials of people waiting in lines to get their phones and the
images of those who have the phones are of well-dressed and popular people. The phone company
is making it seem extremely desirable to be a part of the group of people who are are elite enough
to own that phone.
• A linen company features their products in an advertisement in a posh and fancy home implying that
those who purchase their linens are amongst the elite.
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• Featuring a popular celebrity in a commercial in which she states she would never use another brand
makes the product seem more appealing to the consumer.
• A commercial for big screen televisions shows a large group of people watching the Superbowl and
having fun, stating that "everyone will want to be at your house" implies that the purchase of the
television will make the consumer popular and part of an elite group.
Now you have seen lots of examples of snob appeal.
What Kind of Audience Members Do Snob-Appeal Advertisements Work Best

On?
There several kinds of audiences in the marketplace. The needs of a particular audience targeted by
an advertisement must be taken care of if the advertisement is to be effective. The snob-appeal type
of advertisement targets a particular audience that has a penchant for exclusiveness. The main
purpose of the ad is to emphasize the exclusivity of the product or service. There are several
categories of audiences with whom snob-appeal ads work well.
Those Who Seek the Exclusive

Snob-appeal advertisements emphasize the exclusiveness of a product. The advertisement thus
evokes desire in the audience by working on their feeling of superiority. There are certain
characteristics that must be fulfilled for a product to be regarded as “snob-worthy,” such as reputation,
ambiance and quality. Snob advertising adds an aspect of credibility and authenticity that is often
missing in other types of advertisement. For example, an expensive beauty product may be advertised
by a celebrity to appeal to those who deem the celebrity to be superior in taste or knowledge or
experience, someone worth emulating.
Audiences Who Feel Superior

There are some types of individuals that like to feel superior. They hunger for a personality that
effuses authority. The superiority is reflected in every aspect of their life including the things they
use and the way they act. These categories of people are not comfortable using products that are used
by the ordinary person and therefore will look for exclusiveness in any type of product they use.
These people are not necessarily wealthy.
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Wealthy Individuals
Some snob-appeal advertisements target the wealthy individual through their association with class.
Wealthy people have the ability to purchase products that are perceived to be of high quality and
which are perceived to be out of reach for the average Joe. The quality aspect of the product is clearly
brought out in the advertisement. For instance, if the advertisement is about private jets, the latest in
quality and state-of-the-art technology will be brought out to appeal to those well conversant with
previous models in terms of comfort, performance and capability of the different components of the
aircraft.
People Who Desire Higher Social Status

There are certain individuals whose desire to have a higher social status can be achieved by
associating with products that are perceived to be of a higher status. Many products that might be
harmful to an individual’s health but are nevertheless associated with high social status or masculinity
are advertised using the snob-appeal technique, for example cigarettes and exclusive brands of
alcoholic beverages. Ads that target this group preys on their need to emulate ‘how the other half
lives.’
15. What is the Adventure Appeal?

The adventure appeal is one of roughly twenty advertising strategies marketing professionals use
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.
How Do I Apply the Adventure Appeal to Advertising?
When creating advertisements and visual communications focused at persuading audiences through
the Adventure Appeal, use images, icons, and phrasing that appeals to a person’s sense of adventure.
Consider things like dangerous mountain imagery, uncharted or treacherous terrain, extreme sports,
and related topics. Use vernacular (language and word choice) that is appropriate for people who
epitomize adventurous lifestyles.
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Examples of Adventure Appeals in Action
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What is the Brand Appeal?
The Brand Appeal is one of roughly twenty advertising strategies that marketing professionals use
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
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may be inclined to switch to another brand; if you’re advertising the other brand, you might
emphasize why your brand is better.)
How Do I Apply the Brand Appeal in Advertising?
When creating advertisements and visual communications focused at persuading audiences through
the Brand Appeal, use images, icons, and phrasing that appeal to the brand itself. Typically, with
brand appeal, you are focusing entirely on the attributes of the brand itself, removing most other
visual elements and phrasing that might fall under another appeal. The goal is to reinforce the concept
of the current brand perception.
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Examples of Brand Appeals in Action
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What is the Less-than-Perfect Appeal?
The Less-than-Perfect 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 Less-than-Perfect Appeal seeks to make consumers feel inadequate or
otherwise dissatisfied with their present self, encouraging them to buy a product that will enhance
who they are in some way.
When Should I Use the Less-than-Perfect Appeal?
The Less-than-Perfect Appeal should be used cautiously as there are a host of ethical considerations
when your goal as an advertiser is to make someone feel like they’re not perfect or they need to
change their present self to be better. Less-than-Perfect Appeals are really common in advertising
health and beauty products, like weight-loss supplements, dieting regimens, anti-wrinkle cream, and
so forth. But just because the Less-than-Perfect Appeal is common (and fairly effective), it doesn’t
mean that it’s ethical. Use the Less-than-Perfect Appeal when you have a product or service that will
genuinely improve someone and be careful not to make people feel worse about physical or mental
characteristics that don’t necessarily need improvement.
How Do I Apply the Less-than-Perfect Appeal in Advertising?
When using the Less-than-Perfect Appeal, the typical method is to showcase how a product will
improve someone’s current self (a self which is identified as being less-than-perfect). Use imagery
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that showcases a person in such a way that your target audience can relate to. You can show images
that are not desirable (and, hence, something people want to overcome); show before and after
images, showing improvement; or showing “ideal” people that your target audience can aspire
towards. (Again, note that showcasing “ideal” people is a bit problematic, since no person is actually
perfect; be careful to not intentionally propagate low self-esteem).
Examples of Less-than-Perfect Appeals in Action
*Note: The examples below show both good and poor uses of the Less-than-Perfect Appeal. You can
see how some advertisers use this appeal in negative ways.
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What is the Masculine/Feminine Appeal?
The Masculine/Feminine Appeal is one of roughly twenty advertising strategies that marketing
otherwise be persuaded. The Masculine/Feminine Appeal seeks specifically to portray the “ideal”
man or woman to consumers who hope to achieve society’s and their own ideal perception of being
a man or a woman. Very similar to the Less-Than-Perfect-Appeal–which attempts to make consumers
feel inadequate in nearly any way–the Masculine/Feminine Appeal has a strict focus on perceptions
of being a man or a woman.
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When Should I Use the Masculine/Feminine Appeal?
The Masculine/Feminine Appeal is especially common when the product or service you are selling
is aimed specifically at either men or women. The Masculine/Feminine Appeal tends to be most
effective for beauty, fashion, cosmetic, and toiletry products and services. Use the
Masculine/Feminine Appeal when targeting men or women specifically. Be conscious of the ethical
concerns with this appeal, as it is often an appeal use to exploit women’s and men’s insecurities about
sex, gender, and their personal perceptions.
How Do I Apply the Masculine/Feminine Appeal in Advertising?
When using the Masculine/Feminine Appeal, you typically work within societal perceptions of what
the “ideal” is for men and women and you use imagery and language that showcase these perceptions.
Think in terms of the ideal body, the ideal hair, the ideal smile, and so forth. As you can imagine,
there are many consumers who (rightfully so) who will be offended by the concept of the “ideal”
man or woman, since every person is unique and ideal in their own way. Thus, be cautious of
offending or over-exploiting concepts of ideal-ness in masculine or feminine ways. The more
blatantly you claim that people are imperfect men or women unless they use a product, the more
likely you are to offend and perpetuate stereotypes.
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http://thevisualcommunicationguy.com/2017/09/25/masculine-feminine-appeal-advertising/
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What is the Plain Appeal?
The Plain Appeal is one of roughly twenty advertising strategies that marketing professionals use
The Plain Appeal 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.
How Do I Apply the Plain Appeal in Advertising?
The Plain Appeals works best when you use images and language that speaks to what your audience
perceives as normal. You might portray physical characteristics that are very common but often seen
as flawed in the beauty world. Or you might showcase what the average, middle-class or blue-collar
worker looks like in natural and common settings (as opposed to showing beautiful, wealthy, or
accomplished people). The goal of this appeal is to make people feel like it’s okay to be plain or
“flawed” and there’s nothing wrong with (and in fact, it may be cool) to be unique in a very common
way.
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What is the Play-on-Words Appeal?
The Play-on-Words Appeal is one of roughly twenty advertising strategies that marketing
otherwise be persuaded. The Play-on-Words Appeal uses creative use of language and visual
metaphors to intrigue and please audiences. The Play-on-Words Appeal applies figures of speech
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like puns and idioms and hyperbole to encourage audiences to pay attention, remember, and enjoy
the advertisement as a unique display of creativity.
When Should I Use the Play-on-Words Appeal?
The Play-on-Words Appeal is a great way to showcase your company as creative, fun, and personally
engaging with your target audience. Because most people tend to enjoy the puzzle and subtle humor
that is embedded in plays on words, the Play-on-Words Appeal is useful for creative a positive,
memorable perspective of your company, product, or idea in a way that is often not too controversial
(but that will depend on the subject matter you choose). Be careful when using the Play-on-Words
Appeal to make sure that your target audience will actually understand the play on words and that
you don’t create something too cliche.
How Do I Apply the Play-on-Words Appeal in Advertising?
There are nearly endless possibilities with the Play-on-Words Appeal as you might integrate any type
of figure of speech (thing of puns, similes, hypberbole, metonymy, metaphor, idiom, synecdoche, or
many others) or as you actually play with word choice. The Play-on-Words Appeal can be tricky as
you determine the education level of your audience and the effectiveness of your visuals and language
in harmony with the play on words. When you choose to use the Play-on-Words Appeal, be sure to
use creative imagery that enhances the text (if you have any text), but be careful not to simply repeat
in text what is already shown in a visual. Note that your audience will need to understand the puzzle
and humor very quickly, thus it’s a good idea to test your play on words with several people in your
target audience before you actually launch a campaign using this method
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What is the Romance Appeal?
The Romance Appeal is one of roughly twenty advertising strategies that marketing professionals
persuaded. The Romance Appeal, while similar in nature to the Sex Appeal, specifically focuses on
relationships between two people (as opposed specifically to physical or sexual characteristics),
suggesting that the purchase or use of a product or service will, even in some small way, enhance the
romance and relationship of the couple portrayed.
When Should I Use the Romance Appeal?
The Romance Appeal is especially effective if the product or service you are advertising had a direct
correlation with perceived attractiveness or attractive qualities (like intelligence, aptitude, kindness,
health, and so forth). If your product has the potential to make a person like another person more if
they use it, in particular a person they may be romantically interested in, then the Romance Appeal
can be an effective approach.
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How Do I Apply the Romance Appeal in Advertising?
The Romance Appeal works best when you show a relationship between two people and, in
particular, showing their relationship improve (even if in some small way) when they use your
product or service. It’s especially effective when using the Romance Appeal if there is a perceived
weakness (even if minor) in a couple’s relationship prior to using the product or service and a
perceived boost in the relationship occurs after its use.
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What is the Sex Appeal?
The Sex 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 Sex Appeal lures audiences by appealing to their sexual desires and fantasies. Advertisers use
this approach because it is an easy and proven method for attracting attention quickly, especially
from men.
When Should I Use the Sex Appeal?
While the Sex Appeal has been widely proven successful across a variety of industries in terms of
attracting attention, it’s not always the best method to apply. As an advertiser, you must always be
conscious of the personal tastes, limits, and boundaries of what your target audience will find
appealing and tasteful. While sex has is known for immediately capturing the attention of people,
especially men, it’s also known to be demoralizing and lacking in sophistication and values. For
ethical reasons, it’s recommended that you use the Sex Appeal sparingly and only in good taste.
How Do I Apply the Sex Appeal in Advertising?
The Sex Appeal, as may be inferred from its name, is applied by using sexually suggestive images
and language to lure attention towards it. As opposed to the Romance Appeal (which seeks to
highlight characteristics of relationships) or the Masculine/Feminine Appeal (which seeks to
highlight how people can become the perfect version of their sex or gender), the Sex Appeal only
focuses on sex and attractiveness to grab attention, even for products that have little or nothing to do
with the human body or beauty in anyway.
Examples of Sex Appeals in Action
*Note: because of the sexually explicit and suggestive nature of Sex Appeals (and often poor taste),
TheVisualCommunicationGuy.com has opted not to show more advertising that uses this appeal.
You may be familiar with companies in many different industries, though, that use the Sex Appeal:
Abercrombie & Fitch (clothing); Carl’s Jr. (fast food); GoDaddy.com (web hosting); Budweiser
(beer); and many others.
What is the Social Appeal?

The Social Appeal is one of roughly twenty advertising strategies that marketing professionals use
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.
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When Should I Use the Social Appeal?
The Social Appeal is good for advertising products and services that have the potential of making
people feel included or accepted. Think of the types of groups, clubs, or social circles your product,
service, or idea creates. If, for example, you are a non-profit trying to advertise and promote the idea
adopting animals, you might think of the social circles that care about animal adoption and how
adopting an animal places you in a special group of caring people who have done the same.
Alternatively, you can use the Social Appeal to simply show how sharing a product or service with
a group of people in a social situation makes that situation even more enjoyable (like eating with
friends.)
How Do I Apply the Social Appeal in Advertising?
The Social Appeal works most effectively when you showcase a person or group of people that
belong to a desirable social group and then use visuals and language that encourage target audiences
to want to either be a part of that group (if they’re not already) or enhance their experience with that
group.
What is the Statistics Appeal?

The Statistics Appeal is one of roughly twenty advertising strategies that marketing professionals
persuaded. Similar to the Rational Appeal, the Statistics Appeal persuades people to purchase a
product or buy into an idea or service based on numbers, statistics, and scientific evidence. Research
has shown that people generally trust numbers (even if they’re not all that accurate or are used out of
context); as such, many advertisers use numbers and statistics to give perceived weight to their
products’ value or qualities.
When Should I Use the Statistics Appeal?
The Statistics Appeal is best used when you have numerical data and statistics that you can directly
correlate to the success or quality of your product or service. Be sure that you have accurate and
contextualized data when advertising your product with the Statistics Appeal–this is important both
for ethical reasons and for strong public relations. When you use misleading statistics and data,
consumers can quickly begin to mistrust your brand and your company.
How Do I Apply the Statistics Appeal in Advertising?
The Statistics Appeal is applied by using numerical data that enhances the perception of your product.
While images are good for attention and aesthetics, the Statistics Appeal relies less on the visuals and
more on the numbers themselves. Pictures can be used as ancillary devices that supplement what the
statistics say
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What is the Youth Appeal?
The Youth Appeal is one of roughly twenty advertising strategies that marketing professionals use
The Youth Appeal persuades people to purchase a product because they feel it will make them feel
younger in some way, either in appearance or in attitude. Many people, especially those over the age
of 40, have a longing desire to feel young again, particularly when their bodies aren’t as able as they
once were. The Youth Appeal tugs on this desire.
When Should I Use the Youth Appeal?
The Youth Appeal is best used when you have a product or service that can make people feel younger
in some way. While beauty products and anti-aging creams seem like the natural product type for the
Youth Appeal, the reality is many products can speak to a person’s desire to feel younger, more
energetic, more cool, and so forth. If your product or service can appeal to someone’s desire to feel
younger, it may be a good approach.
How Do I Apply the Youth Appeal in Advertising?
Because the Youth Appeal seeks to persuade people that they will look and/or feel younger by using
your company’s product or service, images of youthful people are often effective. Also, you can
consider the before/after approach, playing on the idea that a person feels old or aged in some way
before using your product but they gain back years after using your product. Use words and visuals
that appeal to a person’s longing for feeling that way once again.
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Types of Advertising Appeals and Execution Styles — What
Sells
Being creative requires more than being funny. Targeting consumer needs with the right advertising
appeals is critical in marketing.
In advertising, there are many choices to be made concerning the message that should be conveyed.
How to convey that message needs to be strategic and well conceived. One of the most important
first steps is to determine what the purpose of the campaign is and the specified target audience. By
clearly knowing the purpose and the intended target audience, then creative talents can be focused
on what should be the appropriate common theme and which set of advertising appeals and execution
styles should be employed.
An advertising appeal is an approach that uses a type of message intended to influence the way the
consumer relates to what is being sold. In order to reach the consumer, the right appeal (tactic) needs
to used and that is based on objective of campaign and the type of consumer being targeted.
STATISTICS APPEAL
Advertisements also use statistics and figures to display aspects of the product and its
popularity in general. This is used to build confidence among the customers for the product.
L’Oreal Paris – Total repair 5 advertisement claims that 90% of the Indian women
trust their product.
Commercial and print ads use some form of appeal to reach potential customers. Advertisers use
appeal to influence a customer to purchase a product or support a cause. Appeals speak to an
individual’s need, wants or interest. The most common advertising appeals include use of fear,
humor, rational, sex or bandwagon propaganda.
Generic Campaigns
Generic campaigns typically work best for companies or products that have a brand leadership
position or dominate a market. They do not need to claim that the product is better than the
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competition, as the consumer already has a positive perception of the company and its products. This
perception transfers over to the advertising campaign, adding value to it in the consumer's mind. This
can also work across brands. A computer manufacturer that uses the "Intel Inside" trademark on a
campaign may get a positive boost, as consumers recognize Intel as a leading chip manufacturer.
Pre-emptive Campaigns
Pre-emptive campaigns get messages into the market before the competition, making claims that
products have a specific advantage. To bring in maximum benefits, this claim will be the first of its
kind. Competitive companies may make similar claims in the future, but these later claims may have
a reduced rational value. For example, Gillette created the famous "the best a man can get" phrase
for advertising campaigns. If a competitor were to make a similar claim, consumers might view it as
a copy. They would know that the phrase "belongs" to Gillette and may then perceive the competitive
product as being of less value.
Unique Selling Proposition Campaigns

Unique selling proposition, or USP, campaigns present a statement or claim that no other company
or product can match. This approach uses facts that are open to scrutiny, which adds value to
consumer perception, as people trust facts. In the 1960s, for example, Avis started a campaign that
used its position as the second-biggest car rental company. The campaign phrase "We try harder"
successfully played on Avis' second-place position, inferring that it had to do more for its customers
because it wasn't the market leader. No other company could take that position, as it was unique to
Avis.
Hyperbole Campaigns
Hyperbole campaigns focus on a feature, benefit or selling point, but they do not have to back these
claims with data or proof. They may make greatly exaggerated assertions, but their rational appeal
comes from their underlying focus on something that consumers view as factual. For example, the
company that produces the energy drink Red Bull uses the phrase "Red Bull gives you wings" in
advertising campaigns. Consumers do not believe they will actually grow wings by drinking Red
Bull, but they understand the meaning behind the hyperbole, accepting that it means the drink
provides energy.
Comparative Campaigns
Comparative campaigns make a direct or indirect comparison between two products, services or
companies. These campaigns aim to convince consumers that the company running an advertisement
is superior to the other in some way. One of the most famous examples of this strategy is the long-
running "cola wars" between Coca-Cola and Pepsi. The "Pepsi Challenge" campaign, for example,
showed consumers take a blind taste test to see whether they preferred Pepsi or Coke. Unsurprisingly,
the consumers featured in the ad preferred Pepsi, giving evidence to campaign viewers that it might
taste better to an objective judge.
Shock appeal
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Shock tactics can also be powerful influencers, but the line between a positive and negative response can be
fine. Some non-profit organizations use images of starving children and distressed, abused animals to boost
their position, but these tactics can easily alienate viewers. In 2007, in an effort to discourage smoking, the
British government launched anti-smoking posters featuring men and women with fish hooks through their
mouths, and TV advertisements showing people being dragged along the floor by a hook embedded in their
cheeks. The campaign received nearly 800 complaints from viewers who claimed the visuals were offensive
and distressing for children. However, the whole purpose of the campaign was to shock people into giving
up smoking.
Warmth appeal
Warmth also relaxes audiences and creates positive mental attitudes. Images that project love, patriotism,
friendship, caring, and other warm behaviors can be of great assistance to positioning. Johnson & Johnson
advertisements for baby and other products have built an amazingly powerful and unassailable positioning
of gentleness, care, and love, which is represented in the company's global market share. Even sporting
events such as the PGA Tour introduce warmth into their advertisements, with golfing celebrity Nick Price
describing, with the help of emotion-building images, how the tour has helped many underprivileged people.
The commercial ends with the tagline, "Anything's Possible."
Aspiration appeal
Inspirational advertising can be a great motivator. Nike's "Just Do It" campaigns are all about self-
improvement and success, and advertisements featuring successful sportspersons such as Tiger Woods help
to reinforce this position. Aspiration as a means of bringing out people's emotions is often executed in
advertisements through the use of children and well-known personalities.
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Types of Advertising Appeal

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Types of Advertising Appeal

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Type of appeals in Advertising

WHAT ARE ADVERTISING APPEALS?

1.What Is Rational Appeal in Advertising?

Advantages of Rational Appeal

Disadvantages of Rational Appeal

Advertising Appeals: Speak Directly to Your Audience with Rational Appeals

What are Rational Appeals?

When to Use Rational Appeals?

Rational appeals work well in a range of cases, including:

• During a recession or in times of economic uncertainly – In a recession, money is tight all

Rational or Informational Appeals

When Should I Use the Rational Appeal?

How Do I Apply the Rational Appeal in Advertising?

Rational vs. Emotional

Domino's Illustrates Power Of 'Rational' Appeals

What Is Rational Appeal in Advertising?

Why Emotional Appeals Work

PERSONAL/EMOTIONAL APPEAL (ADVERTISING)

When Should I Use the Personal Appeal?

How Do I Apply the Personal Appeal in Advertising?

The Effects of Emotional Marketing

I know that cleaner is cheaper, but it harms the environment.

• Social awakening and justice

Protection of consumer rights and awakening

When Should I Use the Bandwagon Appeal?

How Do I Apply the Bandwagon Appeal in Advertising?

How Do I Apply the Music Appeal in Advertising?

When Should I Use the Fear Appeal?

How Do I Apply the Fear Appeal in Advertising?

Examples of Fear Appeals in Action

Examples of How Sex Appeal in Advertising Works

Its in the Product

1. Rational or Informational Appeal

Other Type of Appeals

Deciding on an Advertising Appeal

Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging, Rejection,

So, a little more detail on some of the important Personal Appeals...

Used in 30% of all advertisements.

Are Sex Appeals Effective?

Sex and nudity do increase attention.

Using Sex Appeals Effectively

Be aware of differences in the international arena.

Has intrusive value.

What role will music play?

Like a good neighbor, State Farm is there.

Based on limited supply or

10. Snob Appeal

Understanding Snob Appeal

Now you have seen lots of examples of snob appeal.

What Kind of Audience Members Do Snob-Appeal Advertisements Work Best

Those Who Seek the Exclusive

Audiences Who Feel Superior

People Who Desire Higher Social Status

15. What is the Adventure Appeal?

When Should I Use the Adventure Appeal?

How Do I Apply the Adventure Appeal to Advertising?

When Should I Use the Brand Appeal?

How Do I Apply the Brand Appeal in Advertising?

When Should I Use the Less-than-Perfect Appeal?

How Do I Apply the Less-than-Perfect Appeal in Advertising?

Examples of Less-than-Perfect Appeals in Action

How Do I Apply the Masculine/Feminine Appeal in Advertising?