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 through advertising appeals influences the purchasing decisions of consumers. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
1. 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.
2. Humour Appeal
Humour is an element that is used in around 30% of the advertisements. Humour 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. Humour can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message.
3. 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.
4. 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.
5. 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.
6. 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.
7. Masculine Feminine Appeal
Used in cosmetic or beauty products. This type of appeal aims at creating the impression of the perfect person.
8. Brand Appeal
Is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.
9. 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.
10. 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.
11. 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.