Introduction to Advertising

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Presentation transcript:

Introduction to Advertising Lecture_3

Sources http://www.articleswave.com/advertising- articles/types-of-advertising-appeals.html

Common Advertising Strategies Emotional Appeals: An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases.

Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings. Emotional appeal includes personal and social aspects.

Examples for Emotional Appeals https://www.youtube.com/watch?v=p9Poz m2O3Ts https://www.youtube.com/watch?v=1eMm cMK_3Ao

1. 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.

2. Social Appeal Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval.

3. 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.

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. http://www.youtube.com/watch?v=9cC_uir2S8o http://www.youtube.com/watch?v=iV6piUAJCcU

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.

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. http://www.youtube.com/watch?v=qMFPF 7BziVk

Masculine Feminine Appeal Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you.

Brand Appeal This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.

Snob Appeal This 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.

Adventure Appeal This 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.

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. Frangrances, automobiles and other products use these types of advertising appeals.

Emotional Words/Sensitivity Appeal These advertisements are used to drive at and influence the sensitivities of consumers.

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. 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.

Common Techniques Bandwagon Effect (everyone’s buying it) Emotional Appeal (connect with fears and desires) Glittering Generalities (big promises) Plain Folks Appeal (relates to ordinary people) Testimonials (use celebrities or experts) Scientific Appeal (use stats or data)

Examples Bologna Commercial http://www.youtube.com/watch?v=rAznsU_LgA8&f eature=related 60’s Commercials http://www.youtube.com/watch?v=_yWTsFVkrFc Kool Cigarette Commercial http://www.youtube.com/watch?v=7U9vWwhsuQ w&feature=related Adapted from: Wiggins, Grant and J. Mc Tighe. (1998). Understanding by Design, Association for Supervision and Curriculum Development ISBN # 0-87120-313-8 (ppk)

Examples Life cereal http://www.youtube.com/watch?v=vYEXzx- TINc&feature=related Wendy’s (80’s) http://www.youtube.com/watch?v=Ug75diEyi A0 Various 80’s commercials http://www.youtube.com/watch?v=Tk25rk0_2 rk

Dove Commercial http://www.youtube.com/watch?v=iYhCn0jf46U Betty White Commercial http://www.youtube.com/watch?v=X1Sv_z9jm8A Evian Commercial http://www.youtube.com/watch?v=_PHnRIn74Ag&fea ture=related

Pet Beaver – Molson Canadian http://www.youtube.com/watch?v=XqOI7KejIng Rona Commercial http://www.youtube.com/watch?v=OWsd5b8B_SE Various 80’s commercials (8 minutes) http://www.youtube.com/watch?v=Tk25rk0_2rk