ADVERTISING APPEAL

 

Meaning : An advertising appeal is a statement designed to motivate a person to act. The appeals which the advertiser makes usually focus the buying motives of the consumers. However, numerous appeals may be made for any product.

Essentials of a Good Advertising Appeal :

The following are the essentials of a good advertising appeal :

1. It must be Communicative : An advertising appeal must successfully tell what it wishes to convey. As far as possible, the message must be communicated in a simple language.

2. It must have a Good Theme : A good theme means there must be something which has to be told to the prospects. Only meaningful words become effective in conveying the story.

3. It must be Distinctive : An advertising appeal must be distinctive. It should present a product in a distinctive way. If it is a new product, then „new‟ alone makes it distinctive.

4. It must be Interesting : A good advertising appeal must be interesting. An advertisement must provide interest to the readers or the listeners or viewers and this can be done by telling the story of an advertisement in an interesting manner.

5. It must be Believable : The theme of an effective advertising appeal must be believable. The message which is doubted can never be effective. Only facts are presented in an interesting manner.

 6. It must be Complete : An advertising appeal should be complete and must not be superfluous. Such information which is likely to confuse the prospects in making buying decision should be avoided.

TYPES OF APPEALS USED IN ADVERTISING :

 The following are the appeals widely used in advertising :

1. EMOTIONAL APPEALS : Emotional appeals are used in advertising the consumer product. They are used for inducing initial interests and arousing interest in the advertised product. Goods like toys for children and baby food are sold on emotional appeals.

 2. INTELLECTUAL APPEALS : These appeals are free from emotional touch and are based on intelligence. Intellectual appeal are used for selling high priced industrial goods. They are based on rational thinking. Emotional appeals work fast to create interest and desire but it is intellectual appeal of the Bombay Dyeing advertisement where a young and beautiful girl is shown wearing eye-catching prints. The picture of the girl and prints provide emotional appeal but the headline „icy summer prints‟ provide and atmosphere of coolness and appeals to the intellect.

3. HUMAN INSTINCTS APPEAL : Human beings are guided by such instincts as: self-preservation, parental care, food, clothing, curiosity and so on. When a copy makes proper appeal to the appropriate instinct, it will create a desire in the minds of the reader to buy the article. For an appeal to the self-preservation instinct health, food, woolen clothes and physical fitness courses are appropriate articles. Baby food can be sold more easily by making an appeal to the parental instinct and the natural affection of the parents for their children.

4. PHYSICAL SENSE APPEAL: Appeals to physical senses evolve greater response. For example, food and beverage products are sold by inciting taste appeal. During summer, cold drinks can be effectively advertised with pictures of cool, refreshing summer drinks but during winter this advertisement would be a misfit if appeal is made to the sense of taste alone, a more viable approach would be to appeal to the instinct of self-preservation.

5. POSITIVE APPEAL: Appeals that follow positive approach are called positive appeal. They create situations under which prospects are likely to attain happiness and peace of mind with the possession of advertised goods. These appeals are positive because they create awareness under which prospects are likely to attain happiness and the mental satisfaction of possession of materials.

 6. NEGATIVE APPEAL : Negative appeals are those which follow negative approach. They normally include feelings like jealousy, anger, pain and fear. negative appeals are ineffective. Sometimes negative appeals work very fast.