Techniques in Advertising Making people’s minds up for them

Biological Appeal Focus on the need for health and security E.g. healthy foods, fitness clubs, automobiles, etc.

Emotional Appeal Focus on the customer’s feelings Promises of more love, more fun, more adventure Make consumer feel patriotic, joyful, concerned

Rational Appeal Focus on the consumer’s reasoning abilities Stress convenience, savings, ease of purchase Must provide evidence in the advertisement

Social Appeal Focus on the way social pressures influence consumer behaviour Point out standards of beauty and body shape, appropriate social behaviour, and rules of social appearance Product often comes to the rescue by solving a problem for the consumer

Sex Appeal Focus on the physical attraction and physical desire of the consumer May include innuendo of sex #1 technique used by advertisers especially when targeting males

Humour Appeal Focus on the positive feeling after laughing Connects that feeling in a positive way Assumes consumer will ‘get’ the joke

Awe Appeal Focus on wowing consumers with a beautiful or sophisticated ad Connects the feelings of wonder, complexity, and awe with the product Not used often, because it is often an expensive proposition