Types of appeals

As a mean of forceful communication, advertising promotes sales of goods, services and ideas through information and persuasion. Advertisers depend on their advertising strategies to persuade consumers to purchase goods and services. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Although there are many different appeals that are commonly used, there are three appeals that are seen regularly on television or in magazine advertisements or other mass media.

Rational Appeal: Ads which give reasons to the customers to buy their products and not of their competitors. The reason or logic given through the ad attracts people. It aims to focus on the individuals 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 brand. Examples: Cadbury - Ek rupee ke do shoots Vodafone - Where ever you go network follows Dove soap creammoisturising soap Pureit 1 crore challenge Mango fruit Fresh and juicy

Emotional Appeal : An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. Such ads effects the emotions of a person, touches the heart. These could be positive or negative. Examples: Positive: Bonvile You have to earn it Airtel Har ek friend zaruri hai Amul ad The way they show how the milk and other products are produced. Huggies diper The cute child attract us Olay cream Age have increased but my face still looks young

Negative: Complain Height chotte rhe jayegi

Quo spray Spray for hairs, they start smelling Colgate superflex toothbrush- Omi Vadyan(3idiots chattur) broke his neck because he doesnt have a flexible neck Ceat tiers Street is full of idiots Scooty pepe Why should boys have all the fun

Moral Appeal: Ads with social awareness create moral appeal. Consumers get face to face with their moral behavior towards the country and/or its fellow human being. Example: Atithi Devo Bhavah Ad campaign by Amir Khan. Panasonic Diya Mirza Save water and power Shiksha abhiyan Tide,whisper,panteen paying a part of the earning to government for education to poor children. No smoking Girl child education A small girl going to school and saying Aaj papa ko khana nahi leh ja paunge..mummy ke help bhi nhi kar paungekyuki aaj mai school jaha rahi hu