16 most commonly used advertising appeals Advertisements will generally use at least 7 appeals. These appeals can be found in the visual, text or product name itself!

Famous People G The endorsement of a product by someone well known to the target audience

Eye Appeal G a photograph showing how good the product looks, in order to suggest how good it tastes, smells, etc. Does NOT have to be food. Usually a close up of a product.

Expert Says  the endorsement of a product by people/person who are/is knowledgeable about that product ’ s area/field. Chefs, doctors, hospitals, dermatologists, dentists, etc.

Bandwagon Approach  (everybody likes) the message is: “ Our product is so good that everyone buys it, so you should too. Don ’ t be left out. ”

“ Sex ” Appeal  the product will make you popular, have a good time, have romance in your life, etc. – people will be drawn to you. (Be VERY careful, make sure it is APPROPRIATE)

Special Offer G the consumer is offered a money saving coupon, a free prize, a chance to win, etc.

Snob Appeal  reverses of bandwagon. This says/implies: “ Buying our product will make you better than everyone else – especially since others can ’ t afford it. ” “ Our product is not for everyone. ” Makes the consumer feel special – uses words such as “ preferred ” or “ Exclusive ”

Humble Approach G by admitting that the product is not the best, or is not the most popular, you can attract attention to the advertisement and the product. Example: Suave

Ecology-Public Service  (concern for the public ’ s good or some products advertised as doing less damage to the environment) Tries to win favor by telling good things the company (or product) does. Example: Tide advertising concentrated in smaller bottles to save waste.

Youth Appeal G product for the young OR those who wish they were young. Product will make the consumer look, fell, act younger. Example: Oil of Olay, Rogaine

Happy Family Appeal G the message is: Your family will be happy (and/or healthy) if you use this product. You can be a better father, mother, etc., if you use this product.

Something New  something new can be added to a product to make it better or at least appear better (improved) Or a new product on the market. Consumers tend to think NEW (and IMPROVED) automatically means better. Uses phrases such as “ New ”, “ Introducing ”

Slogan/Jingle  phrase spoken or sung that will cause you to remember the product ’ s name/company. Usually contains repetition or is frequently sung/repeated.

Symbol  figure, sign, etc. that represents the product &/or the company. Symbols are a quick way to get recognition. Examples: Pillsbury Dough Boy, Alltel ’ s Chad

Humor  a way to make people feel good about the product/company. In print, humor is very risky – in a commercial the meaning can more easily be conveyed

Statistics G deals with numbers comparisons, charts (food, health, cars, etc)