MANAGERIAL COMMERCIAL

COMMUNICATION

Presented To:- Presented By:-

Ms.Sunita Chudhary Narayani
Shrishti Shekhar
Muskan Singh
Bhavya Bharti
Harsh Yadav
 About the Project

• Analyse 5 Current Commercial TV

advertisement that relay apply on emotional
appeals, Logical Appeals or character based
appeals to persuade the audience.
What is advertisement?

• It is a paid form of non-personal presentation

and promotion of ideas, goods services by an
identified sponsor.
Characteristics of Advertising
 A paid form
Sponsor is identified
Strategic communication driven by objectives
Reaches a large number of potential customers
Message is conveyed through different kinds of
media
Advertising Appeals

 Central idea of an advertisement

Approaches to attract the attention of consumer
Influence consumers feeling towards product,
services or concepts
Types of appeals

Rational/ Logical Appeals

Emotional Appeals
Character Based appeals
Rational/ Logical Appeals
 Based on evidence, Facts and reasoning
Statistics, Graphs and Charts
Comparison of specifications and features with
other
Cause and effect strategy
More authentic
Non- Manipulative
Commonly used Rational Appeals

i. Price :- Price offer is the dominant point

ii. Quality :- This aspect is highlighted
.
iii. Features :- Dominant traits of the product
iv. Competitive:- Comparison with other brands
v. News :- Certain news announcements about the
product is used
vi. Popularity :- Stresses on brands popularity
Emotional Appeal
 Intended to provoke feelings and emotions
Related to individuals psychological and social needs

i. Humour Appeal :- frequently used

.

ii. Fear appeal :- Frequently used with health and beauty

products, Idea marketing and insurance etc.

iii. Music Appeal :- The music here makes the user feel
excited and inspired to imagine what the product could
do in their life.

iv. Brand Appeal :- People pay additional money to be a

part of a brand that they feel carries a certain kind of
status, inspiration, value or quality.
Emotional appeal continued…

Allows companies to add additional cost.

EXAMPLES :- Starbucks, Dior, Jimmy Chou etc.
Character Based Appeal
“You should believe my argument because you believe me”

Eg:- Use of tiger woods to sell Nike clothes or the actors used in
any advertisement.

In Broad term people tend to trust who:-

Are members of won group “like us”

People that other people have endorsed as trust worthy
FEW EXAMPLES
.
Personal Appeal directed towards new features
Uses Sand papers
Mixed Media
Appeals to personal concern of fathers
States that research shows how important skin-
to-skin contact is for infants
Also questions what kind of razor-smooth
finish they want to share
Message of quality
Sos Mata Atlantica
.

Use Strong visuals

Draw on hidden Fear

 Fear may be Personal or a sense of loss

Fear of losing something awesome may

motivate people to take action and help save the

forests
. Youth Appeal
People often don’t want to ages’ In the aid the
young person is feeling old age, Misery and
crankiness from hunger
Appeal to maintain an active, happy
youthfulness
Message is that “ it makes you feel young and
energetic once again by solving your hunger
needs.
Snicker Commercial
. Scarcity Appeal

Limited time campaign that personalized bottles with

name and titles

Scarcity increases the feeling of value and makes the

customer rush to make impulse buy.

Coca Cola
Contrasting Appeal

How little would be without your products.

In this IKEA aid there is clear contrast between

those who used IKEA products for their

balconies and the neighbours surrounding them
.
.

THANK YOU