ADVERTISING

APPEALS
Ad Appeal is a tool used to make
advertisements creative
  
The message conveyed through advertising
appeals influences the purchasing
decisions of consumers.
1. Slice of Life
2. Humour
3. Testimonial
4. Fear
5. Subliminal
6. Sex

Types of appeals
Types of appeals
Slice of Life
• Competitors
• Cultural Match
• Consumer Insight

Slice of Life
• Short lived
• Has the greatest recall if done right
• The most risky advertising appeal to implement

Humour
DIESEL UTOPOLIS CINEMAS
BE STUPID REALITY SUCKS
CAMPAIGN CAMPAIGN

SUCCESSFUL CAMPAIGNS
• Aiding exposure: Blocking zapping and zipping
• Holding attention
• Helping memory
• Gratification: Adds to the enjoyment people derive from
the use of media.
• Multiplier effect: Repeated self-rehearsal

Humor Works by:

• Consumers already have a positive attitude toward the
brand.
• The product is light, low in involvement.
• The product is not upscale, and gravitas is not the brand’s
aspired positioning.
• The product pokes fun at itself
• The joke and brand message are integrated.

Humor works best when:

ZOO SAFARI
• The ad makes fun of a specific group; and
• It is in bad taste, relative to the sophistication or culture
of the audience.
• Message credibility becomes questionable

humor can backfire

when:
Testimonial
Appeal
WORD OF MOUTH- CELEBRITY-
satisfied customers aspirational
Right Celebrity to endorse the brand- 1.
Celebrity audience match up
2. Celebrity Brand Match up
3. Know what consumers look for
and expect from the brand
4. Celebrity controversial risk and prior ads
4. Celebrity controversial risk and prior ads
Why spend on celebrity advertising?
1. Celebrity credibility for the target audience
2. Ensure attention by making the ad
more noticeable
3. Create high PR coverage
4. High degree of recall

4. High degree of recall

5. Associative Benefit
6. Rejuvenate a stagnant brand
7. Demographic
connect
Challenge: Multi brand endorsements-
perceived credibility may suffer
How come they still manage
to convince the audience?

SUSPENDED DISBELIEF
Challenge: Inconsistency in the
professional popularity
Solution: Bring a fresh,
popular face
Challenge: The Vampire Effect
Challenge: Mismatch
between the celebrity and
the brand
Brand face vs. Brand Ambassador
Bollywood celebrities dominate
RECAP
Advertising Appeals
Slice of Life
Testimonial
Humour
 ‘A good scare is worth more than
good advice’

Fear
FEAR
• Increases user interest & viewership
• Used mainly with:
• Health and Beauty
• Insurance
• Moderate level of fear is effective
• “anxiety threshold”
• Shock
SUBLIMINAL
ADVERTISING
Subliminal Advertising
 Deliberate process, without any awareness
 very rapid and obscure for conscious mind
 Prepared by teams of psychologists who use
Freudian ideas to change the thinking patterns and
behavior of the viewer
 Perception: Conscious, Subconscious
 Only relevant data is sent to the conscious mind
 SEX, BLOOD, DEATH
Subliminal Advertising

Cinema Screenshot from Clone High (E09)

New X-men #118
Subliminal Advertising
Subliminal Advertising
 Embedding of Anamorphic Images
 Distorted, grotesque images serve as a decoy for the real

message which can be hidden within the ground (foliage,

flowers, landscapes, reflections in bottles, ice cubes, symbols,
and so forth).
 Not consciously obvious, but obvious to our sub

consciousness.
 Subliminal Death Symbolism -skulls hidden in ice cubes,

clouds, etc., the word DEATH or DETH often hidden in

backgrounds.
Logos
To the members of the
California State
Assembly: I f*ck you
Sincerely, Arnold
Schwarzenegger
Subliminal Advertising
 Mar. 9, 2007 — University College London researchers have found the first
physiological evidence that invisible subliminal images do attract the brain's
attention on a subconscious level.
 A subliminal message is not intense enough to produce a sensation but has
sufficient intensity to influence the behavior and mental processes of one's mind.
 The individual is not aware of the suggestion he or she is being given.
 The decisions the conscious mind makes are based upon the knowledge and
reasoning skills one has developed through experience and education.
 The subconscious mind does not have these reasoning skills, and thus has no
ability to distinguish right from wrong, or judge the information it receives.
 When a suggestion enters the subconscious mind, it is taken as the truth and
stored for future reference. For this reason, the strength of subliminal messages
has virtually no boundaries, and can be dangerous when used improperly.
Subliminal Advertising
 It is considered to be deceptive to the consumer-a
hypnotic effect on viewers ('Must buy car. Must buy car.')
 Companies can use tactics that affect the psyche to
improve sales
 Slow, soft music induces consumers to slow down their
shopping, which leads to greater spending. Fast, upbeat
music makes customers shop faster and spend less
 It can be used to promote to government propaganda.
 Since subliminal material cannot be avoided, it constitutes
an invasion of privacy
Subliminal Advertising
 In Australia and Britain, the use of subliminal
advertising has been banned with severe
consequences for those who disobey the strict laws.
 The Federal Communications Commission (FCC)
in the United States will now revoke a company's
broadcast license if the use of subliminal messages
is proven
 American Association of Advertising Agencies
 Bureau of Alcohol, Tobacco and Firearms (ATF)
SEX SELLS
 IMPACT OF SEX APPEAL
• Impact on the product
• Impact on consumer attitudes
• Impact on mood
 HOW IS SEX APPEAL USED?
• Subliminal advertising
• Sensuality
• Sexually suggestive approach
• Nudity or partial nudity
• Overt sexuality
• Sexual referents
 FLIP SIDE of SEX APPEAL ADVERTISING

• Short-term success
• Little correlation between nudity and increase
in sales
• Less brand recall due to the “Numbing”
Phenomenon
Thank you! 