M.P. BIRLA INSTITUTE OF

MANAGEMENT

Advertisement Assignment

Submitted by

Guruprasad Patel

MBA IV SEM. A

Submitted to

DR.K.V PRABHAKAR

Paragon

In the year 1975 with a production capacity of 1500 pairs per day,

Paragon made its humble entry into the Indian market. Kerala, the

southernmost tip of the country was home to the young brand. Known as

‘Gods own Country’ or ‘Land of Rubber ’, Kerala has a 90 % share of

India’s natural rubber production. In the year 1982, after gaining

popularity in its home state of Kerala, Paragon began its passage into the

other Indian states.

The company’s distribution of footwear is networked through 15

depots across India. Retail shop keepers are serviced by more than 300

distributors, delivering stocks to every corner of the country in the

shortest possible time. The company strongly believes that its greatest

strength is its staff and its distributors.

Type of Appeal:-

1. Sex Appeal

2. Emotional appeal

3. Snob appeal

4. Plain Folks

Reason and Evidence :-

Paragon has never used stars to reach the masses and appeal to them

about the product; they have always used common people to identify with

them. This product endorses sex appeal and emotional appeal to

influence the consumer to use the product, they have different ads for

different classes of people they usually create the best people friendly

environment to endorse their brands which helps them sell their products.

What kind of appeal works best with your generation?

Today the best kind of appeal that works is:-

1. Sex Appeal–Advertising, the business of drawing public attention to

goods and services, in today's competitive market, is often assisted

by sex appeal. Likewise, an attribute of sex in advertising is that

imagery used typically may have no connection to the product

being advertised. However, the purpose of such imageries is to

solely drag the attention of the potential customer or user. Sex

appeal in advertising is often considered as one of the effective

tools for attracting consumers' attention and has become more and

more important to some advertisers for the same reason.It is the

task of advertisement to ensure that the product or service reaches

to the level of consumers' conscience. Sex appeal in this regard

appears to be one of strong tools of advertisers; no matter either it

is ethical or unethical. However, the brand recognition or the

consumers' perception upon the product being advertised is largely

shaped by the commercials displayed through such advertisements.

2. Emotional Appeal- Type of advertising in which the copy is

designed to stimulate one's emotions, rather than one's sense of the

practical or impractical. When copywriters use emotional appeal in

advertising, they are attempting to appeal to the consumer's

psychological, social, or emotional needs. The copy is written to

arouse fear, love, hate, greed, sexual desire, or humor, or otherwise

create psychological tension that can best be resolved by purchase

of the product or service.

 

3. Humor Appeal - This type of appeal is always in vogue as it

attracts the attention of audience and has a lasting effect which

works for the company, this kind of appeal works very well in India.

4. Plain Folks - This advertising appeal aims at attracting the masses

by using common people to advertise a product. Bombastic words

may not always appeal to common folks. They can rather be

attracted by communicating with them in their language.