What Are Advertising Appeals?
An advertisement is an attempt to persuade someone to buy something through the power of advertising. Advertising appeals may come in many forms; they may include television commercials, print advertisements, and, most recently, the Internet. All advertising appeals strive to persuade by showing how something different can be better than currently available.
An advertisement may also attempt to sell a product or service, but without using direct language. Instead, an advertisement uses language that more directly appeals to the emotions stimulated by the viewer.
An appeal is persuasive communication that brings an audience to your product or service. It does this by creating interest, excitement, and an emotional bond with the person you’re communicating with.
The best kind of advertising appeals to your customer’s emotions. The bad kind is manipulative and designed to manipulate people into doing something they don’t want to do.
The best way to understand how advertising appeals is to think about what it is you want. Advertising appeals are opportunities to communicate that message in a specific way.
Marketing is about getting your message out there and having people respond – either after being alerted to it by someone else or after being made aware of it by some external influence.
The 20 Advertising Appeals You Should Know
There are many advertising appeals; however, the basic idea is that an individual or company will make a product or service available for sale to try and sell the product or service to someone else.
Sometimes the product will be a commodity, such as a good or service, but the object is to sell something in most cases. Listed below are the 20 advertising appeals:
1. Adventure Appeal
Adventure appeals appeal to the senses. It’s tangible, relatable, and inspires a sense of adventure. It’s what makes a product memorable. It will stay in the mind of customers even after the experience is over. Each time someone thinks about an adventure product or uses one, they will positively associate with that company and that purpose.
2. Bandwagon Appeal
The bandwagon appeal is based on a simple idea: creating a sense of collective action. Everyone believes that something is essential and that everyone else should be influenced by it.
This belief drives demand for the new activity, increasing overall enthusiasm for the new product or service. The belief that everyone else is moving in the same direction is called peer pressure, and it can be very powerful.
3. Brand Appeal
Brand appeal is influenced by how consumers perceive a product and company and its attributes and benefits. The appeal of a product includes qualities such as style, quality, durability, aroma, and social acceptability.
Such appeal may cause consumers to form an emotional response or predisposition toward a product. The appeal of a product expresses what it is that makes the person want to buy it.
4. Endorsement Appeal
Endorsement appeal is a powerful mechanism for building a reputation. It is not simply appealing to the mass public; instead, it appeals to an educated audience who can influence public attitudes toward a product or service. The power of endorsements lies in the recognition they bring; it’s a way to build credibility without charging customers, advertising, or working for free.
5. Fear appeal
All human beings have a desire to be safe, comfortable and successful. Fear appeals are designed to create this desire by appealing to our emotions. The primary technique used in applying this approach is to appeal to the emotions associated with the known.
When consumers are faced with a decision, they generally become more concerned or informed about that decision and begin making plans and preparations accordingly.
By appealing to their senses, an advertiser can intensify the fear associated with the unknown by significantly increasing its perceived threat. This is an extremely effective technique for increasing sales and profits without much effort or cost.
6. Humor Appeal
Humor appeals to people’s emotions and lowers their defenses. It appeals to their sense of humor, and people are attracted to others who remind them of themselves.
As a result, businesses with a good sense of humor are more likely to succeed. At the same time, funny companies can be successful because they can tap into what people find amusing and get people to buy into the concept of what they are selling. Many different types of advertising appeals appeal to people’s emotions.
These appeals can be quite powerful and effective depending on how well thought out they are. Funny business owners have proven time and again that they can sell anything. The key is knowing which type of humor appeals to different people.
7. Less-than-Perfect Appeal
The less-than-perfect appeal aims to make people feel as though their imperfections are worth something. The appeal to perfection is so deeply embedded in our culture that it is nearly impossible to imagine operating a large business without using it.
The less-than-perfect appeal is a standard technique advertisers use to sell products and messages, techniques, and concepts.
8. Masculine/Feminine Appeal
An appeal to masculinity/femininity can be achieved through a product or service’s visual design and the way it is presented. Products with masculine/feminine appeal are often designed for larger bodies and are less concerned with daily use than consumer goods aimed at male youth.
This is because consumer goods aimed at men are usually disposable: they can be thrown away after use or rarely used because they do not fulfill a need.
9. Music Appeal
Music Appeal is a subconscious process that uses four factors to help individuals decide whether they like a product or service. First, there’s the tone of voice or lyrics used in the music. Second, there’s the setting and traditional value associated with the product or service.
Finally, there’s emotional involvement with the product or service itself. Both success and failure in marketing depend on the right combination of tones, images, and contexts used to market your product.
10. Personal (Emotional) Appeal
The most successful personal appeals come from an emotional angle. Personal appeals work best when using a service or product that has already demonstrated an ability to persuade consumers based on emotion.
The goal of the personal appeal is to make a consumer feel excited, jealous, fearful, proud, nostalgic, or any other emotion enough to encourage them to buy or act. Appealing to a person’s emotions is key to using their emotions to persuade them to act.
11. Plain Appeal
Plain appeal appeals are persuasive on two levels: they get your attention and soften your reaction, making it easier to ignore or decide for you. Plain appeals are appeals that do not require further explanation or justification.
People like appeals that simplify things. Appealing to people’s sense of fairness or common sense, for example, is very effective. People are willing to follow the rules and regulations because they sense that such behavior is normal and just.
12. Play On Words
In the world of marketing and sales appeals, Play On Words is the classic persuasive tool. This appeal is designed to grab your attention and interest by using clever, suggestive, and memorable wordplay.
It is a kind of rhetoric that – when used properly – will increase the level of trust and conviction in a person’s mind about what you are saying. It works best when you use words that are short, snappy, clear, and easy to understand.
It appeals to our emotions, too. When we listen to people speak, we naturally want to listen more closely. And when they use words that play on words, they get our attention quickly.
13. Rational Appeal
Rational appeals are a powerful technique in persuasion. They can make people willing to engage with your message by appearing to originate from an unknown source or authority.
Appealing to people’s emotions is also an important part of persuasion, but it is less effective at creating emotional commitment (because people have way too many feelings). So instead, use rational appeal.
14. Romance Appeal
Romance appeals apply to all forms of advertising and selling a product. In other words, you can appeal to your customer’s emotions, which will help you create a better product and make a sale. Romantic appeal appeals to our existing feelings to persuade us to buy the product.
15. Scarcity Appeal
Scarcity appeals to people’s emotions. When you create a situation that makes people feel that something important is running out, they begin to consider options that might save them from having to wait. The more you think about an issue, the more likely you are to find a solution.
Marketers may use a scarcity appeal to convey product information with opportunities hidden throughout the product offering process.
16. Sex Appeal
Sex appeal ads appeal to our emotions by appealing to our needs and desires. Some things can only be appreciated by looking at them in a certain way and subconsciously appeal to us. Sexual appeal is psychological technique advertisers, and marketers use to create a bond of trust and cohesiveness between a product and its consumer.
This technique involves creating an impression or impressionism that upsets our normal relationships with the rest of the world and appeals to our sense of moral and social rights.
Using this technique, an advertiser can create a product that provokes strong reactions from consumers and then uses this aroused state of mind against them.
17. Snob Appeal
The most general definition of snob appeal is the attempt to get someone to think harder about a product or service and form an emotional bond with it. It results in the perception of high-quality goods as being more expensive than similar items bought by people who aren’t particularly concerned with style or elegance.
The appeal to snob appeal type of marketing appears to work by creating an emotional bond between buyer and product. Research shows that it works best when consumers have a strong sense of social status related to their purchases.
18. Social Appeal
Social appeal is what attracts people to brands. The social appeal is what makes people buy products. People are drawn to things that make them feel good about themselves.
When brand identity is built around social appeal, it has the potential to do a lot of things: build trust, help you connect with others, help you overcome social challenges (such as a language barrier), and more.
19. Statistics Appeal
The appeal of statistics is based on how we as a society have come to trust data and numbers. We trust the experts, we trust the information that comes from the experts, because we’ve come to associate those things with certain brands.
So when we hear about a new study that shows certain things are true or that certain solutions exist, we trust those things because they’re associated with a certain brand. We’re not always wise, but statistics is one situation in which we can rely on people.
20. Youth Appeal
Youth appeal is one of the most underrated aspects of an advertisement. It can appeal to youth in a general sense, but it can also appeal to adults looking for something different from what they are currently experiencing and buying products or services that fit into their lives.
Advertising appeals are a type of persuasion that works on both sides of the fence. They’re a way for businesses to get their message out and for customers to know what to expect before making a purchase.