Advertisement appeals

Emotional appeal Use negative or positive emotions that motivate purchase. -below the level of consciousness -not proceeded by careful analysis of the pros and cons -related to individual’s psychological and social needs -aim to cash in on the emotional appeal

-not much difference between multiple brands and its offerings -includes personal and social aspects

Two categories Positive emotional appeal Negative emotional appeal

Positive emotional appeal Humour, love, pride, and joy to influence the behaviour of consumers Eg.baby food products-use a mother’s love appeal

Advertisement of Johnson&Johnson Shows mother’s love for her baby and the tender that Johnson's baby product will provide just as mother does

Ad of frooti Communicates the joy and thrill associated with using the product

Ad of coca-cola ‘Brrrrr’ campaign An incomprehensible and spontaneous feeling of upliftment one derives after sipping an icy cold coca-cola

Ad of reid and Taylor Pride and prestige

Humour appeal Evoke the feelings of amusement an pleasure Attracting attention Improving memory of the brand name Creating good mood Distracting the audience from counter arguing Created by using an interesting and entertaining storyline

Advertisement of fevicol Punch line ‘fevicol ka jod hai tutega nahi’ ---conveys the message in a humorous way

Ad of close-up Jingle”kya aap close-up karte hai”

Negative emotional appeals Fear, guilt, shame etc to get the desired response/behaviour from the target audience Can get people to do things they should do or to stop doing things they should not

Fear appeal Used for products designed to protect a person from loss of life or property or undermining of health

Ad of road traffic control