Types of Advertising Appeals

Types of advertising appeals

Have you ever had an advertisement get stuck in your head? Even though you’ve probably seen hundreds, but on rare occasions you’ll view that one ad that seems to stick regardless of the medium. It’s safe to say that most people in the world have probably experienced this at some point, but what is it that makes certain ads memorable. In the world of advertising, advertisers make use of persuasive pressures that kindle an urge within people to buy certain products and services; these are known as ‘advertising appeals.’ The real motive of advertising appeals is to produce a positive mind set about a certain product or service for the consumers that purchase them. Often time’s companies invest a lot of capital in their advertising campaigns to garner as much interest as possible, and make use of various ‘advertising appeals’ to influence consumer purchase behaviour.

Humour appeal: Laughter is the best medicine, and for that reason using humour in advertisements is a great method of capturing attention. This is due to the fact that humour has a very wide appeal, and when consumers find an advertisement humorous they are more likely to remember it and maybe even share it with their friends and family. If a humorous advertisement makes the consumer feel good, they are likely to associate the product or service being advertised with that good feeling.  An example of this is Burger King’s humorous ‘Whopper Neutrality’ campaign, designed by Burger King’s prankster team that educated the public on internet neutrality issues in a very funny way.

Musical appeal: Have you ever caught yourself incessantly singing the jingle of that ad you heard on the radio while on your way to work? That there is the primary motive of musical appeals in advertising; a catchy melody is memorable, and listeners inevitably associate the product or service with that catchy melody. Music is a very powerful tool, capable of evoking different emotions, memories, and experiences in the listener. And with the way your brain works, the storage of musical memories is done in the areas of long term recall, which basically means that consumers will likely remember the jingle or catchy melody for a long period of time. Malaysia’s ‘Chicken Rice Shop’ jingle is a perfect example.

Sexual Appeal: Though the concept of sex is quite taboo in various cultures, it remains a prominent theme in many advertisements. Nakedness, and other themes of a sexual nature are normal and are regularly utilized through different techniques. By utilizing subconscious triggers, these ads often influence a viewer subliminally. For instance, these ads include sexual cues or symbols that subconsciously affect a viewer. This can be observed in ads where a beautiful, scantily dressed woman is seated on the bonnet of a car. This invariably leads men to associate the car with the woman.  Furthermore, products like perfume or clothing often display ads of half-naked models to promote sales, and ads that are about sexually oriented products, like condoms for example, employ more overtly sexual techniques. Over the years, Axe body spray has regularly made use of sexuality by having viewers associate women’s attraction to the fragrance of their products.

Fear appeal: Fear is an incredibly powerful emotion that in some people can guide every important decision they make. Advertisers are wise to this, and use fear as an appeal to increase viewer’s interest and enhance persuasiveness. Fear works especially well with products and services that provide security of some kind, or eliminate potential danger. Examples can include insurance company ads that provide life insurance, or skin care company ads that guarantee a clear complexion. For example, ORACURA, an oral health care company recently produced an ad in 2020 that uses a fear of bad breath to promote its oral hygiene products.

Emotional appeal:  Emotional appeal is used in sentimental advertisements, and are intended to make consumers associate warm, positive feelings with the product, as well as the brand itself. Emotional appeal by and large employs themes about trust, euphoria, love, devotion and satisfaction, which can further be enhanced in the ad with the use of appropriate music and symbolism. In Malaysia, Petronas often creates very touching ads, like their ‘Celebrating Unity in Diversity’ campaign.

Rational appeal: While most advertisements can viably convince customers with tugs to the heart strings or by evoking certain emotions, certain products require a more rational state of mind, particularly if the promotion is utilized in a print medium. Rational appeal uses rationale, facts, and information to persuade buyers to purchase items, and are frequently found in ads for prescriptions, cookware, and cleaning items.

Scarcity appeal: It’s a natural human tendency to desire things that seem out of reach or improbable to attain. Advertisers will often express this appeal by showcasing certain products as limited edition, or by showcasing the availability of the product as a limited time offer. Scarcity appeal also works due to an individual’s fear of missing out.  An example of this appeal is IKEA’s holiday sales offers, where they provide considerable discounts on products like sofas, but only within a limited time period.