Submitted By-

Neelanjan Ray
13305017048
Marketing Management – III
BBA – 602
BBA(H) – 6th Sem
 ADVERTISING APPEALS

 The Advertising Appeals refers to approach used to

attract the attention of the consumers and/or to
influence their feelings towards the product, service,
cause or usage.
 Something that moves people, speaks to their wants
or need, and excites their interest.
 Hundreds of different appeals can be used as the
basis for advertising messages. At the broadcast
level, these approaches are generally broken into two
categories: informational/rational appeals and
emotional appeals.
 TYPES OF ADVERTISING APPEALS

1. Emotional appeal 11. Play on words

a) Personal appeal 12. Plain appeal
b) Social appeal 13. Sensitivity appeal
c) Fear Appeal 14. snob appeal
d) Humour Appeal 15. Statistics
2. Sex appeal
3. Music appeal
4. Scarcity appeal
5. Rational appeal
6. Brand appeal
7. Romance appeal
8. Adventure appeal
9. Endorsement
10. Youth appeal
 DECIDING ON AN ADVERTISING APPEAL

1. Review creative brief (specially objectives

section)
2. The nature of the product.
3. The preferences of the client (very important).
4. Common sense and gut feeling.
5. Two major types:
- Emotional
- Rational
Emotional Appeal
Rational Appeal