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Advertising Appeals
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RamG
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Advertising Appeals - August 12th, 2009

ADVERTISING APPEALS can be one of the methods that can influence in some extent the buying behavior of consumers, by using multiple appeals, rationally or emotionally it can impact the prospects of consumer’s purchase decision.

Rational Appeal;

Its directly related to the thinking process of the audience that involve some sort of a deliberate reasoning process, that a person believe would be acceptable from other members of his social group. You may consider some buying motives behind such appeal that can be considered rational under normal circumstances.

High Quality Appeal;

Most of the consumers durable like Plasma TV, stereophonic music system or other electronic or PC hardware items too are bought for their high quality.

Low Price Appeal;

Many people buy low priced locally made like air conditioners for their home because they believe that these products will perform the same as rationally reputed brands. In this case he is exhibiting a rational motive.

Long life Appeal;

the durability time factors plays important role for a few prospect performance, case of use, re-sale value and economy are the matter considered before purchase.

Emotional Motive Appeal;

Usually the emotional motives are below the level of consciousness they may not be recognized by a person, even if recognized the person may be unwilling to admit to others because he or she may feel that it would be unacceptable as a proper reason for buying among his her associates and colleagues example like sex toys.

There are few appeals to consider under emotional appeals.

Negative emotional appeals.

You may induce a particular behavioral changes by emphasizing positive or negative appeal, for example; positive aspects of a medical drug would be its low cost easily available, no side effects etc & the negative aspects-not using the prescribed drug would lead to illness- or like if you have no fire insurance it will lead the danger of losing one’s possessions or the ravages of fire.
Positive appeals use the strategy of ‘reducing’ a person’s anxiety about ‘using’ a product, while negative appeals use the strategy of ‘increasing’ a person’s anxiety of not using the product.

Positive emotional appeals

Love, affections, care, feelings, pride, prestige & joy are a few positive appeals used to highlight a products benefits & attributes capable of influencing consumer behavior for example; Mother’s love appeal used by Johnson and Johnson which shows care and affections.

Other emotional appeal to be

* Desire to be different
* Desire to be conform
* Desire to attract other
* Desire for prestige
* Desire to belongingness

Sex Appeal;

Sex Appeal in contraceptive ads have become explicit and are more visual than verbal, research has shown that non- sexual illustrations are more effective than sexual one’s while under going brand recall. Because people usually tend to remember the sexy illustrations and not the brand, hence in some extent it dilute the brand, but I think it all depends upon the amount of sexual content within particular ad and the way of representation, possibly that’s not going to effect brand image obviously if you are selling condoms or undergarments.

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Jitendra Mazee
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Re: Advertising Appeals - January 22nd, 2016

Quote:
Originally Posted by RamG View Post
ADVERTISING APPEALS can be one of the methods that can influence in some extent the buying behavior of consumers, by using multiple appeals, rationally or emotionally it can impact the prospects of consumer’s purchase decision.

Rational Appeal;

Its directly related to the thinking process of the audience that involve some sort of a deliberate reasoning process, that a person believe would be acceptable from other members of his social group. You may consider some buying motives behind such appeal that can be considered rational under normal circumstances.

High Quality Appeal;

Most of the consumers durable like Plasma TV, stereophonic music system or other electronic or PC hardware items too are bought for their high quality.

Low Price Appeal;

Many people buy low priced locally made like air conditioners for their home because they believe that these products will perform the same as rationally reputed brands. In this case he is exhibiting a rational motive.

Long life Appeal;

the durability time factors plays important role for a few prospect performance, case of use, re-sale value and economy are the matter considered before purchase.

Emotional Motive Appeal;

Usually the emotional motives are below the level of consciousness they may not be recognized by a person, even if recognized the person may be unwilling to admit to others because he or she may feel that it would be unacceptable as a proper reason for buying among his her associates and colleagues example like sex toys.

There are few appeals to consider under emotional appeals.

Negative emotional appeals.

You may induce a particular behavioral changes by emphasizing positive or negative appeal, for example; positive aspects of a medical drug would be its low cost easily available, no side effects etc & the negative aspects-not using the prescribed drug would lead to illness- or like if you have no fire insurance it will lead the danger of losing one’s possessions or the ravages of fire.
Positive appeals use the strategy of ‘reducing’ a person’s anxiety about ‘using’ a product, while negative appeals use the strategy of ‘increasing’ a person’s anxiety of not using the product.

Positive emotional appeals

Love, affections, care, feelings, pride, prestige & joy are a few positive appeals used to highlight a products benefits & attributes capable of influencing consumer behavior for example; Mother’s love appeal used by Johnson and Johnson which shows care and affections.

Other emotional appeal to be

* Desire to be different
* Desire to be conform
* Desire to attract other
* Desire for prestige
* Desire to belongingness

Sex Appeal;

Sex Appeal in contraceptive ads have become explicit and are more visual than verbal, research has shown that non- sexual illustrations are more effective than sexual one’s while under going brand recall. Because people usually tend to remember the sexy illustrations and not the brand, hence in some extent it dilute the brand, but I think it all depends upon the amount of sexual content within particular ad and the way of representation, possibly that’s not going to effect brand image obviously if you are selling condoms or undergarments.

Well, Ram i liked your article and really appreciate it. I think advertising appeal is used to take the attention of customers or to impact their thoughts toward the product, service. well guys, you can also check my presentation for the better explanation on advertising appeal.
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