Advertising appeals

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.
for example:- A toothpaste company may use a picture of
somebody with bad breath and rotten teeth to convince the
consumers to buy the product. Consumers afraid of getting bad
breath and cavities will buy the product. In this example, the
toothpaste company has used fear appeal to convince consumers to
buy their product.
Types of Advertising appeal
1. Rational Appeal
2. Emotional appeals
3. Sex appeals
4. Other appeals
 Sex appeal
Sex appeal is effective
in beating the AD
clutter, in building
brand awareness as it
shocks the viewer and
builds controversy but
produces higher level of
psychological impact.
Examples of Sex Appeal: Friendly expressions: Smiling, laughing,
or gazing deeply at someone. Building rapport: Talking about what
you share in common with people. Physical presentation: Dressing
in a way to show off your physique.
Rational Appeal
The rational appeal is one of many
advertising strategies used by
marketers to persuade people to
buy products, pay for services,
donate to causes, or be persuaded.
This appeal aims to win over the
audiences into buying something or
taking a certain action by
addressing their rational side and
using logic.
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
Emotional appeal
it is a logical fallacy,
whereby a debater attempts
to win an argument by
trying to get an emotional
reaction from the opponent
and audience. It is generally
characterized by the use of
loaded language and
concepts (God, country, and
apple pie being good
concepts; drugs and crime
being bad ones).
Examples of appeals to emotion “They're saying that what I did
was a crime, but I'm not guilty, because if I am then I'll have to
spend many horrible years in jail”.
Other appeals
Musical appeals:
-Musical appeal uses music to help the target market
remember their product.

Curiosity appeal:
-it generates audience interest
- it allows audience to image teaser Ads use this
approach