• Communicative
• Interesting
• Credibility
• Truthful information
Seven major types of advertising
appeals
•FEAR
•HUMOR
•MUSIC
•RATIONAL
•EMOTIONAL
•SCARCITY
Fear Appeal
Insurance companies
use ads. that deal with
consequences of
untimely death
Shampoo and mouthwash
ads. Invoke fears of dandruff
and bad breadth
Advertisers use fear appeals
plainly because it works
Fear appeal
Fear increases both the viewer’s interest in an ad. and
the persuasiveness of the ad. Many individuals
remember ‘fear’ ads. far better than the ones dealing
with warm and upbeat messages. Consumers who pay
more attention to an ad. is likely to process the
information it carries. Various incidents can lead to
negative and positive consequences which then might
affect future behavior.
Rational appeal
Directed at the thinking process of the audience.
They attempt to show that the product would yield the
expected functional benefit.
Some of the buying motives which are rational under
ordinary circumstances are:
High quality
Low price
Long Life
Performance
Ease of use
Re-sale Value
Economy
Rational appeal example
with children
eg: TITAN
Musical Appeal
Musical memories are often stored in long-term recall
areas of the brain. Most people can remember tunes
even from their childhood days.
Music plays a number of roles in ads. Sometimes the
music is incidental and in other cases, it may be the
primary theme of the ad.
Scarcity Appeals
Scarcity appeals urge consumers to buy a particular
product because of a limitation. Platforms are:
Limited number of products available
Products are available for limited time McDonald’s,
Wendy’s and Burger King offer sandwiches (McRib,
Hot N’ Spicy Chicken, Dollar Whoppers) for limited
time periods through out the year.
Scarcity Appeal
Endorsement appeal
Film stars and sports personalities have a huge fan
following and hence, endorsement appeals are also
extensively used to market and promote many
products.
Corporate Advertising Appeal
The corporate logos and the messages of companies
are advertised in an extensive and aggressive manner.
Making use of the name of the company as the brand
name of the product is referred to as corporate
branding which has helped many organizations
prosper.
Thank You