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  • Types of Appeal

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    There are several types of appeals that can be used in advertising including rational appeals based on attributes like quality, price, and performance as well as emotional appeals. Emotional appeals aim to create a feeling or association rather than make an analytical case. Fear appeals try to motivate by increasing the level of fear, while product-oriented appeals focus on features or uses. Consumer-oriented appeals target attitudes, social groups, lifestyles, subconscious thoughts, or images. For an appeal to be effective, it needs to have a clear theme, communicate well, be interesting, appear credible, provide full information, and contain truthful details.

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    There are several types of appeals that can be used in advertising including rational appeals based on attributes like quality, price, and performance as well as emotional appeals. Emotional appeals aim to create a feeling or association rather than make an analytical case. Fear appeals try to motivate by increasing the level of fear, while product-oriented appeals focus on features or uses. Consumer-oriented appeals target attitudes, social groups, lifestyles, subconscious thoughts, or images. For an appeal to be effective, it needs to have a clear theme, communicate well, be interesting, appear credible, provide full information, and contain truthful details.

    Copyright:

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    23 views6 pages

    Types of Appeal

    Uploaded by

    samrulezzz
    There are several types of appeals that can be used in advertising including rational appeals based on attributes like quality, price, and performance as well as emotional appeals. Emotional appeals aim to create a feeling or association rather than make an analytical case. Fear appeals try to motivate by increasing the level of fear, while product-oriented appeals focus on features or uses. Consumer-oriented appeals target attitudes, social groups, lifestyles, subconscious thoughts, or images. For an appeal to be effective, it needs to have a clear theme, communicate well, be interesting, appear credible, provide full information, and contain truthful details.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 6

    Types of Appeal

     High Quality
     Low Price
     Long Life
     Performance
     Ease of Use
     Re-Sale value
     Economy
    Emotional Appeals
     Are those appeals which are not preceeded by
    careful analysis of pros & cons of making a buying.
     Ex: Singapore airlines presents the Singapore
    girl,an emotional icon
     But it also emphasises inflight service which other
    airlines talk about, which is a rational proposition.
    Fear Appeal
     It is said that the messages effectiveness increases
    with the level of fear it generates.
     Ex: FEREO: depicting the hundreds of road
    accidents are avoided because Feredo break liners
    have been fitted to the automobiles.
    Product-Oriented Indirect appeal
     Feature- oriented appeals
     Use-oriented appeals
     Product Comparison appeals
    Consumer-Oriented indirect appeals

     Attitude- oriented appeals


     Significant group oriented appeals
     Life style oriented appeals
     Sub-conscious oriented appeals
     Image oriented appeals
    Essentials of an advertisement appeal

     It must be thematically sound


     It must be communicative
     It must be interesting
     It must have Credibility
     It must have Finality and be complete
     It must contain truthful information

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