Assignment: Mass Communication and Media Studies- Different types of Appeals

Name: Hina P. Chauhan
 Sem: 4
Roll No. : 09
Batch: 2018-20
Enrollment No. : 2069108420190006
Paper No. : 15 Mass Communication and Media Studies
Topic: Different Types Of Appeals in Advertisement
Email ID: hinachauhan36511@gmail.com
Submitted to: Smt.S.B.Gardi Department Of  English,M.K.Bhavnagar University.

Different types of Appeals:
The most common types of appeals are,
1) Emotional Appeal:
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. Emotional appeal includes
personal and social aspects.
 Personal Appeal
 Social Appeal
 Fear Appeal
 Humor Appeal
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. Advertisers often include social and peer
pressure in their appeals. Presenting a brand or product
in a social setting is a common technique. Fashion and
technology companies also use social influence to
promote their products, suggesting their products are hip, trendy or "in." Pimple and blemish cream ads often
point out the social ramifications of going to school with
pimples and facial blemishes.
3) Fear Appeal:
Fear is also an important factor that can have an
incredible influence on individuals. Fear is often used in
marketing campaigns of beauty and health products and
also insurance. The company tries to shown the
negative consequences, if the customer fails to use their
products. This creates fear in their minds and persuades
them to buy. The Life Insurance of India advertisement
says- ‘because things can go wrong anytime, anywhere.’
and shows the mother having a pleasant time with her
child, which may turn into a hospital scene.
 4) 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. It is used in many
advertisements. It is an excellent tool to catch the
viewers attention and help in achieving instant recall
which can work well for the sale of the product. The Idea
advertisement of walk and talk, includes a strong
element of humour.
Humor Emotional Appeal Humor appeal causes
consumer to watch advertisement, laugh on it, and most
important is to remember advertisement and also the
product connected with humor.
 For example:- Happydent - Happydent White Ad - Won Cannes Award for
Action,
 Kit Kat - Dancing Babies Commercial,
 Feviquick - Ad India vs Pakistan-Todo Nahi Jodo-Slow
Motion
Positive Emotional Appeal - Positive emotions like-
humour, love, care, pride, or joy are shown in
advertisements to appeal audience to buy that product.
For example:- Jonson and Jonson baby products.
Negative Emotional Appeal - This includes fear, guilt,
and shame to get people to do things they should or
stop.
For example:- Tobacco kills
2) Rational Appeal:
Rational appeals as the name suggests aims to focus on
the individual’s functional, utilitarian or practical needs
for particular products and services. Such appeals
emphasize the characteristics and features of the
product and the service and how it would be beneficial to own or use the particular brand. Print media is
particularly well suited for rational appeals and is often
used with good success. It is also suited for business to
business advertisers and for products that are complex
and that need high degree of attention and involvement.
The Horlicks advertisement below shows the necessity
of a child to consume it in order to grow tall, strong and
sharp.
 Colgate – "It cleans your breath while it cleans
your teeth”
Kya aapke toothpaste mein namak hai ?
Types of Rational Appeal :
Feature Appeal - Advertisements based on such appeal are
highly informative, provides information of product
attributes or features that can be used as the basis for
rational purchase decision. Technical and high
involvement products often uses this appeal.
Competitive Advantage Appeal - Such appeal is used to compare
the product with the competitor's product directly or
indirectly and advertiser try to present his product
superior than competitor's product on one or more
attributes. • Favorable Price Appeal - Here price offer is
considered as the dominant point of the message.
News Appeal - Some type of news or announcements about
product or company dominates the advertisement.
Product Popularity Appeal - Product popularity is considered as
the dominant point of advertisement by highlighting the
increasing number of users of brand or the number who
have switched to it.
3) Direct and Indirect Appeals:
Direct Appeal: Direct appeals clearly communicate with the
consumers about a given need. These extol the
advertised brand as a product which satisfies that need.
Indirect Appeals: Indirect appeals do not emphasize a human
need, but allude to a need.
4) Moral Appeals:
Moral appeals are directed to the consumes’ sense of
what is right and proper. These are often used to exhort
people to support social and ethical causes.
Types of moral Appeal:  Social awakening and justice
 Cleaner and safe environment  Equal rights for women
 Prohibition of drugs and intoxication
 Adult literacy  Anti-smuggling and hoarding
 Protection of consumer rights and awakening
Other types Of Appeals:
1) 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. However use of sex in
types of advertising appeals can have a boomerang
effect if it is not used carefully. It can interfere with the
actual message of the advertisement and purpose of the
product and can also cause low brand recall. If this is
used then it should be an integral part of the product
and should not seem vulgar. The shift should be towards
sensuality.
2) 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.
The Idea- ‘Honey Bunny’ jingle is in a very funny voice
and well rhymed. It is equal to a song, and because of
that customers register it easily.
3) 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. Fragrances,
automobiles and other products use these types of
advertising appeals. Sensitivity Appeal These
advertisements are used to drive at and influence the
sensitivities of consumers. These advertisements
display attraction between opposite genders. The appeal is used to signify that buying certain products will
have a positive impact on the opposite gender. Here, the
customers are shown that for a soft and smooth skin
Nivea is the best option, as that may bring them closer
to their partners.
4) 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. Here McDonald appeals to its customers that they have served millions and
billions of customers. This encourages the customers to try out McDonald product.
5) 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. In the advertisements below, the product is
shown used by some young celebrities of the country.
The products are advertised in such a way that the
young customers feel that it connects to them.
6) 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.

7) 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.
8) Masculine Feminine Appeal:
Used in cosmetic or beauty products.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.
9) 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.
Conclusion:
The purposes of advertising Appeals are to inform,
remind, convince and persuade consumers about the
value and merits of specific brands. Advertisers use a
number of specific appeals to tap into target consumers'
psychological, emotional and social biases, solidifying
brand images and creating loyal customer bases.
Different consumers respond differently to different
advertising appeals. Understanding advertising appeals
and their application to target marketing can boost your
marketing effectiveness.