The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes 15 common types of appeals including emotional appeals, rational appeals, social appeals, and sensory appeals involving music, romance, youth, and other factors. The appeals are designed to create a positive image of products and influence consumers by appealing to their psychological and social needs. Examples are provided for many of the different advertising appeal types.

1. Submitted to:
Smt. S.B. Gardi
Department of English
M.K.Bhavnagar University, Bhavnagar.

3. Advertising Appeal
 Advertising is the method used by business,
companies and other organizations to
promote their goods and services to the
public.
 The activity or profession of producing
advertisements for commercial products or
services.
 Designed in a way so as to create a positive
image of the individuals who use certain
products. Advertising agencies and
companies use different types of advertising
appeals to influence the purchasing
decisions of people .
Aim of
Advertising
is to increase sales by showing these goods and
services in a positive light.

4. Advertising Appeals
4
 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.
 Advertising uses appeals as a way of persuading people
to buy certain products.
 Advertising appeals are designed in a way so as to create
a positive image of the individuals who use certain
products.

5. Internal media
It refers to those media
which reach out to the
customer within their
house/offices. Example :
•Television
• Radio
• Newspaper and
magazine
External media
It refers to those media
which are present in the
external environment and
unintentionally catch the
customers attention.
Example :
• Poster
• Transport Advertising
• Bill Boards
• Flyers

6. 6
Types of Advertising Appeals
1. Emotional Appeal
a) Personal Appeal
b) Social Appeal
c) Fear Appeal
d) Humor Appeal
2. Sex Appeal
3. Music Appeal
4. Scarcity Appeal
5. Rational Appeal
6. Masculine Feminine Appeal
7. Brand Appeal
8. Snob Appeal
9. Adventure Appeal
10. Less than Perfect Appeal
11. Romance Appeal
12. Youth Appeal
13. Endorsement
14. Play on Words
15. Statistics
16. Plain Appeal
17. Bandwagon Appeal
18. Sensitivity Appeal

7. Rational Appeal
 Rational or logical appeals : This type of advertising focus on the
consumer’s need for practicality and functionally in a product.
 These ads tell consumers , the benefits associated with the purchase
of a product.
Types :-
 High quality appeals
 Low price appeals
 Long life appeals
 Performance minted appeals
 Easy to use oriented appeals

8.  The Horlicks advertisement below
shows the necessity of a child to
consume it in order to grow tall,
strong and sharp.
 Colgate – "It cleans your breath
while it cleans your teeth”
 Kya aapke toothpaste mein namak hai ?
Rational Appeal Example :

9.  An emotional appeal is related to an individual’s
psychological and social needs for purchasing certain
products and services. For example :
JOHNSON AND JOHNSON
Emotional Appeal

10. Emotional Appeal
 Related to an individual’s psychological and social needs for
purchasing certain products and services.
 Personal Appeal
Some personal emotions that can drive individuals to purchase
products include safety, fear, love, humor, joy, happiness,
sentiment, stimulation, pride, self esteem, pleasure, comfort,
ambition, nostalgia etc.
 Social Appeal
Social factors cause people to make purchases and include such
aspects as recognition, respect, involvement, affiliation, rejection,
acceptance, status and approval.

11. Personal Appeal

12. Social Appeal:-
 Social factors cause people to make
purchases and include such aspects as
recognition, respect, etc.

13. Moral Appeal

14. Humor Emotional Appeal
Humor appeal causes consumer to watch advertisement, laugh on
it, and most important is to remember advertisement and also
the product connected with humor.
For example-
Happydent- Happydent White Ad - Won Cannes Award for
Action,
Kit Kat - Dancing Babies Commercial,
Feviquick- Ad India vs Pakistan-Todo Nahi Jodo-Slow Motion

15. 15
Emotions Used in
Advertisements
 Trust
 Reliability
 Friendship
 Happiness
 Security
 Glamour/luxury
 Anger
 Protecting loved ones
 Romance
 Passion
 Family Bonds
 with parents
 with siblings
 with children
 with extended family
members

16. 1) Fear Emotional Appeal - Fear has been found to
force individuals to “to break from routine and
pay close attention to the external world,”
including persuasive messages . Advertisers
sometimes use fear appeals to evoke this
emotional response and arouse consumers to take
steps to remove the threat. For example- Life
Insurance and sun screen lotion .

17. Emotional
Appeal
Positive
Desire to
be different
Desire to
be conform
Negative
Fear

18. Positive Emotional Appeal
 Positive emotions like- humor, love, care, pride, or
joy are shown in advertisements to appeal
audience to buy that product.
Pride Appeal - Micromax Unite 2 appeals
to pride in one’s mother tongue.
Which provide 21 languages in one phone
along with the tagline “ Apni Matra Bhasha ki
aazadi”

19. Negative Emotional Appeal
This appeal includes fear, guilt,
and shame to get people to
do things they should or
stop.
For example : Tobacco kills

20. Masculine Feminine Appeal
 Used in cosmetic or beauty products.
 This type of appeal aims at creating the
impression of the perfect person..
Brand Appeal
 Is directed towards people who are brand
conscious and wish to choose particular products
to make a brand statement.
Snob Appeal
 Appeal is directed towards creating feeling of
desire or envy for products that are termed top of
the line or that have considerable qualities of
luxury, elegance associated with them.

21. Adventure Appeal
 Is directed towards giving the impression that purchasing a
product will change the individual’s life radically and fill it with
fun, adventure and action.
Less than Perfect Appeal
 Advertisements often try to influence people to make certain
purchases by pointing out their inadequacies or making them
feel less perfect and more dissatisfied with their present
condition.
 These types of advertising appeals are used in cosmetic and
health industries.

22. Less than Perfect Appeal

23. Romance Appeal
 These advertisements display the
attraction between the sexes.
 The appeal is used to signify that buying
certain products will have a positive
impact on the opposite sex and improve
your romantic or love life.
Sensitivity Appeal
 These advertisements are used to drive
at and influence the sensitivities of
consumers.

24. Youth Appeal
 Advertisements that reflect youth giving
aspects or ingredients of products use these
types of appeals. Cosmetic products in
particular make use of these appeals.
Endorsement
 Celebrities and well known personalities often
endorse certain products and their pitching
can help drive the sales.
Play on Words
 Advertisements also make effective use of
catch phrases to convey the message. Such
appeals help in brand recognition and recall
and can be quite popular with the youth in
particular.

25. Other Type of Appeals
Reminder Appeal - Advertising using reminder appeal has the
objective of building brand awareness.
For example- IPO, income tax, pulse polio awareness

26. Musical Appeals
 Music can be used as types of advertising
appeals as it has a certain intrinsic value and
can help in increasing the persuasiveness of
the advertisement. It can also help catch
attention and increase customer recall.
 The Idea- ‘Honey Bunny’ jingle is in a very
funny voice and well rhymed. It is equal to a
song, and because of that customers register it
easily.

27. Comparison Appeal
 Comparison Appeal - In this appeal a
brand’s ability to satisfy consumers is
demonstrated by comparing its features
to those of competitive brands. For
example- Tide & Surf.

28. Direct Appeal
 Direct Appeals - Direct appeals clearly
communicate with the consumers about a
given need. These extol the advertised
brand as a product which satisfies that
need.

29. Indirect Appeal
 Indirect Appeals - Indirect appeals do
not emphasize a human need, but
allude to a need.

30. Bandwagon Appeal
 This type of advertising appeal is meant to signify that since
everybody is doing something you should be a part of the
crowd as well. It appeals towards the popularity aspect or
coolness of a person using that particular product/service.
Here McDonald appeals to its customers that they have
served millions and billions of customers. This encourages
the customers to try out McDonald product

31. STATISTICS APPEAL
 Advertisements also use statistics and
figures to display aspects of the product
and its popularity in general. This is used
to build confidence among the customers
for the product.
L’Oreal Paris – Total repair 5
advertisement claims that 90% of the
Indian women trust their product.