Advertising appeals

Announcements
• Any non-entertainment and non-news
presentation
• Typically airs in “breaks” between regular
programming
• Includes Promos, PSAs, and Paid
Advertisements
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Non-Paid Announcements
• Promos usually promote the media outlet itself,
including its own programming
• e.g. a CONAN promo appearing on TBS
• e.g. WJTV News promo appearing on WJTV
• e.g. a radio contest promo
• PSAs usually made on behalf of a nonprofit
organization
• Can include advancing an idea or policy
• Designed to inform the public and provoke action
• Often aired as “filler” when the outlet has no other
programming or commercial spots
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PSA
• PUBLIC SERVICE ANNOUNCEMENT
“Defined by the Federal Communications Commission as an
unpaid announcement that promotes the programs of
government or voluntary agencies or that serves the public
interest. PSAs can be produced for television and radio
broadcast.”
aba.org
• “Announcements that inform the public about safety and
health information, community services or public affairs.
Produced and programmed much like commercials, but
usually not produced for profit.”
PBS.org
4

Commercial Spot
• Similar to PSA in format, structure, timing, etc
• Require audience analysis, research of
product/service, and appeals to consumers
• But commercial spots sell a product or service
for money
• Constitute the principal financial base for
media industries in the U.S.
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Five Major Formats
1. The Straight Sell: Billy Mays, Shamwow
2. The Testimonial: common folks, Proactiv
3. Humor: Orbit
4. Music: Nationwide, Oscar Meyer
5. The Dramatization: Perfume, Liquor
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Organization: AIPSA
• Attention – first few seconds
• humor; startling statement, image, or sound; rhetorical question
• Interest – continue to add complexity
• anecdotes; testimonials; statistics; examples
• Problem – set up conflict
• directly between characters; indirectly; internally
• Solution – your product/service resolves the problem
• directly stated; implied; withheld to the end
• Action – strong appeals
• emotional/logical/ethical
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Advertising Appeals
• Advertising appeals aim to influence the way consumers
view themselves and how buying certain products can
prove to be beneficial for them.
• The message conveyed influences the purchasing
decisions of consumers.
• Advertising uses appeals as a way of persuading people
to buy certain products.
• Designed in a way to create a positive image of the
individuals who use certain products.
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ADS COMPETE FOR YOUR
ATTENTION
1. Sex
2. Affiliation
3. Nurturing
4. Guidance
5. Aggression
6. Achievement
7. Dominance
8. Prominence.
9. Attention
10. Autonomy
11. Escape
12. Safety
13. Aesthetic Sensation
14. Curiosity
15. Psychological Needs
 Research shows there are at least 15 common ways ads appeal to
consumers. All of these are various human needs.
© 2017 Cengage Learning. All Rights
Reserved. Biagi: Media/Impact, 12e

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Types of Advertising Appeals
1. Emotional Appeal
a) Personal Appeal
b) Social Appeal
c) Fear Appeal
d) Humor Appeal
2. Sex Appeal
3. Music Appeal
4. Scarcity Appeal
5. Rational Appeal
6. Masculine Feminine Appeal
7. Brand Appeal
8. Snob Appeal
9. Adventure Appeal
10. Less than Perfect Appeal
11. Romance Appeal
12. Youth Appeal
13. Endorsement
14. Play on Words
15. Statistics
16. Plain Appeal
17. Bandwagon Appeal
18. Sensitivity Appeal

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Emotional Appeal
 Related to an individual’s psychological and social needs for
purchasing certain products and services.
 Personal Appeal
Some personal emotions that can drive individuals to purchase
products include safety, fear, love, humor, joy, happiness,
sentiment, stimulation, pride, self esteem, pleasure, comfort,
ambition, nostalgia etc.
 Social Appeal
Social factors cause people to make purchases and include such
aspects as recognition, respect, involvement, affiliation, rejection,
acceptance, status and approval.

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Emotional Appeal
 Fear Appeal
Fear is also an important factor that can have incredible influence on
individuals. Fear is often used to good effect in advertising and marketing
campaigns of beauty and health products including insurance. Advertising
experts indicate that using moderate levels of fear in advertising can
prove to be effective.
 Humor Appeal
Humor is an element that is used in around 30% of the advertisements.
Humor can be an excellent tool to catch the viewer’s attention and help in
achieving instant recall which can work well for the sale of the product.
Humor can be used effectively when it is related to some benefit that the
customer can derive without which the joke might overpower the
message.

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Advertising Appeal
Sex Appeal
 Sex and nudity have always sold well.
 Sexuality, sexual suggestiveness, over sexuality or sensuality
raises curiosity of the audience and can result in strong feelings
about the advertisement.
 It can also result in the product appearing interesting.
Music Appeal
 Music can be used as types of advertising appeals as it has a
certain intrinsic value and can help in increasing the
persuasiveness of the advertisement.
 It can also help capture attention and increase customer recall.

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Advertising Appeal
Scarcity Appeal
 Scarcity appeals are based on limited supplies or limited time
period for purchase of products and are often used while
employing promotional tools including sweepstakes, contests etc.
Rational Appeal
 Aims to focus on the individual’s functional, utilitarian or practical
needs for particular products and services.
 Emphasize the characteristics and features of the product and the
service and how it would be beneficial to own or use the
particular brand.

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Scarcity Appeal
Rational Appeal

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Advertising Appeal
Masculine Feminine Appeal
 Used in cosmetic or beauty products.
 This type of appeal aims at creating the impression of the perfect
person..
Brand Appeal
 Is directed towards people who are brand conscious and wish to
choose particular products to make a brand statement.
Snob Appeal
 Appeal is directed towards creating feeling of desire or envy for
products that are termed top of the line or that have considerable
qualities of luxury, elegance associated with them.

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Masculine Feminine Appeal
Brand Appeal

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Advertising Appeal
Adventure Appeal
 Is directed towards giving the impression that purchasing a
product will change the individual’s life radically and fill it with
fun, adventure and action.
Less than Perfect Appeal
 Advertisements often try to influence people to make certain
purchases by pointing out their inadequacies or making them feel
less perfect and more dissatisfied with their present condition.
 These types of advertising appeals are used in cosmetic and
health industries.

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Advertising Appeal
Romance Appeal
 These advertisements display the attraction between the sexes.
 The appeal is used to signify that buying certain products will
have a positive impact on the opposite sex and improve your
romantic or love life.
 Fragrances, automobiles and other products use these types of
advertising appeals.
Sensitivity Appeal
 These advertisements are used to drive at and influence the
sensitivities of consumers.

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Advertising Appeal
Youth Appeal
 Advertisements that reflect youth giving aspects or ingredients of
products use these types of appeals. Cosmetic products in
particular make use of these appeals.
Endorsement
 Celebrities and well known personalities often endorse certain
products and their pitching can help drive the sales.
Play on Words
 Advertisements also make effective use of catch phrases to convey
the message. Such appeals help in brand recognition and recall
and can be quite popular with the youth in particular.

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Advertising Appeal
Statistics
 Advertisements also use statistics and figures to display aspects of
the product and its popularity in particular.
Plain Appeal
 These advertisements use every day aspects of life and appeal to
ordinary people regarding the use of a product or service.
Bandwagon Appeal
 This type of advertising appeal is meant to signify that since
everybody is doing something you should be a part of the crowd as
well.
 It appeals towards the popularity aspect or coolness aspect of a
person using a particular product or service

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Statistics
Plain Appeal
Bandwagon Appeal

Controversial advertising
• Also known as Shock advertising is a type of
advertising that "deliberately, rather than
inadvertently, startles and offends its audience
by violating norms for social values and
personal ideals".
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• Who created the message?
• What techniques are used to attract my attention?
• How might different people understand the
message differently?
• What values, lifestyles, and points of view are
represented, or left out of this message?
• Why is this message being sent?
Pepsi Ad

Advertising appeals

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