1. Advertisement appeals

2. 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

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

4. Two categories
Positive emotional appeal
Negative emotional appeal

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

6. 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

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

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

9. Ad of reid and Taylor
Pride and prestige

10. 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

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

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

13. 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

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

15. Ad of road traffic control