Advertising AppealsSahil Avi Kapoor | 2014 01 21 136

EMOTIONAL APPEAL

A higher degree of emotion creates the most differentiation and makes it easier for a brand to project uniqueness. Emotional appeal is a method of persuasion that involves an emotional response. This appeal is often considered to be a logical fallacy, as it manipulates the receiver’s emotions rather than true logic to endorse a brand. Such affect laden ads, appeal to this emotional fallacy as the very basis of an argument’s position without any evidence or explanation whatsoever.

RATIONAL APPEAL

Rational appeals are honest, informative and persuasive brand communications that clearly define the benefits that the product can provide for its customers. Such appeals encourages customers to buy or to act on a cognitive rather than an emotional basis. It focuses on elements such as statistics, quality, price, performance and specifications, creating fact based justifications.

HUMOUR APPEAL

Humour is known to generate positive feelings and pleasure and for this very reason it has a potential for the feeling to become associated with a brand and affect consumer attitude towards it. Humour appeal can also be used to attract attention, improving brand name recall, creating a pleasant mood and reducing the chances of counter arguing.

MORAL APPEAL

These appeals reach out to the audience and stirs up their sense of right and wrong. The ads with such an appeal generally leave a long lasting impression in the minds of the viewer. Such ads are generally used in social awareness advertising.

FEAR APPEAL

A fear appeal is a persuasive message that attempts to arouse fear in order to divert behavior through the threat of impending danger or harm. The state of fear is believed to be an unpleasant emotional state that involves physiological arousal that motivates cognitive, affective, and behavioral responses directed towards alleviating the threat or reducing fear.

SEX APPEAL

The purpose of putting sex into advertisements is to provide a sense of shock-value to the viewer and to get them to connect the brand of the product being advertised to the sexy and desirable image. When the consumer makes the connection of the sex appeal and the product or service, they will be motivated into making a purchase. In order for sex appeal in ads to be successful, there needs to be heavy focus on the product or service that is being sold and the brand image must be clearly and easily visible for the viewer.

SLICE OF LIFE APPEAL

Such an ad shows people in normal, everyday setting in order to make the product seem to naturally fit into costumers’ lives. Companies use this approach to demonstrate how their products and services can be used to solve business

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problems but sometimes these commercials do not work, primarily because the intended consumer’s attention is pulled away from the product and focuses on another element in the story.

Appeal Advertisement Description

Emotional Appeal

Chrysler: Detroit, the Motor City

The Super bowl ad by Chrysler attaches an emotional appeal towards its brand by talking about the city of Detroit. The ad follows the story of the city’s decline over the past few decades. But like its favourite son Eminem whose own career had once stalled, the commercial tracks Detroit’s eventual return and promises the best days being still ahead. The ad ends with Eminem’s famous single, “Lose Yourself” and Eminem saying with a stern face, “This is the Motor City; this is what we do.”

Rational Appeal

Garnier Men Acno Fight

The ad shows Sushant Singh Rajput ‘boxing’ against the six signs of pimples. The ad then goes onto elaborate the composition as well as benefits of Acno Fight in detail. Thus, this campaign sends out a logical appeal to the consumer, coupled with detailed information about the ‘what’ and the ‘how’ of the product.

Humour Appeal

Center Fresh: Yeh Wala

‘Yeh Wala’, makes fun of the various marketing tactics adopted by different brands. Conceptualised by Ogilvy & Mather, the film attacks the false claims made by brands through misleading ads. The ad opens with a boy brushing his teeth, when he screams in pain. Enter a TV reporter into his bathroom, who says, ‘Daato me sadan, aapko chahiye yeh wala toothpaste’. The ad then goes on to show several instances of people falling for false claims. The ad ends with the TV reporter again entering the room and saying, ‘Daato me sadan’ followed by the voiceover, ‘In sabko dijea yeh wala chewing gum - Center Fresh, Zubaan pe rakhe lagaam’.

Moral Appeal

Pulse Polio: Do Boond Zindagi Ki

The government’s massive campaign, designed by O&M was called ‘Do Boond Zindagi Ki’ pulse polio campaign and celebrities played a major part in it including Amitabh Bachchan, Sachin Tendulkar and even Jackie Shroff. Amitabh participated in numerous campaigns shouting at people ‘Sharm aani chaahiye humein! (We should be ashamed)’. These campaigns went a long way in educating people about polio, particularly those from lower socio-economic groups.

Fear Appeal

CEAT Bike Tyres: The Road is Full of Idiots

As part of the advertisement campaign to promote CEAT bike tyres, the two television commercials created by Ogilvy India drive home the point that the roads would always be full of those who throw caution to the winds; but with CEAT bike tyres, at least the rider is assured of safety. The first film shows a man talking nineteen to the dozen on his mobile phone, as he strolls on the street pushing a pram. Absorbed in conversation, he abruptly turns to cross the street, and a biker driving on the road stops in the nick of time before the man. The other film features a couple returning from a movie on a bike. As they discuss the film, they are in for a rude shock, when a car filled with youngsters speeds right across their path.

Sex Appeal

Slice: Aamsutra The campaign was a real clutter breaker. The brand wanted to position itself on the basis of experience or pleasure of having a mango drink. JWT, thus took the attribute of Pleasure, Sensuality and Indulgence as the core brand attribute that delivers that Experience. Slice also roped in the Bollywood Diva Katrina Kaif as the brand ambassador. The brand launched its first Aamsutra campaign during the summer of 2008

Slice of Life Appeal

Dhara Oil: Jalebi In this ad, a small kid is shown to leave home, fed up of everyone scolding him at home. His grandfather then joins him at the railway platform and is then seen telling the boy of the delicious jalebis that his Mother had prepared back at home. The innocent way in which the kid reacts to the word ‘jalebi’ sets a beautiful, sweet and happy tone to this

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