16 most commonly used advertising appeals

16 most commonly used advertising appeals

Advertisements will generally use at least 7 appeals. These appeals can be found in the visual, text or product name

itself!

Advertisements will generally use at least 7 appeals. These appeals can be found in the visual, text or product name

itself!

Famous People Famous People

The endorsement of a product by someone well known to the target audience

The endorsement of a product by someone well known to the target audience QuickTime™ and a

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Eye Appeal Eye Appeal

a photograph showing how good the product looks, in order to suggest how good it tastes, smells, etc. Does NOT have to be food. Usually a close up of a product.

a photograph showing how good the product looks, in order to suggest how good it tastes, smells, etc. Does NOT have to be food. Usually a close up of a product.

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Expert Says Expert Says

the endorsement of a product by people/person who are/is knowledgeable about that product’s area/field. Chefs, doctors, hospitals, dermatologists, dentists, etc.

the endorsement of a product by people/person who are/is knowledgeable about that product’s area/field. Chefs, doctors, hospitals, dermatologists, dentists, etc.

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Bandwagon Approach Bandwagon Approach

(everybody likes) the message is: “Our product is so good that everyone buys it, so you should too. Don’t be left out.”

(everybody likes) the message is: “Our product is so good that everyone buys it, so you should too. Don’t be left out.”

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“Sex” Appeal “Sex” Appeal

the product will make you popular, have a good time, have romance in your life, etc. – people will be drawn to you. (Be VERY careful, make sure it is APPROPRIATE)

the product will make you popular, have a good time, have romance in your life, etc. – people will be drawn to you. (Be VERY careful, make sure it is APPROPRIATE)

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Special Offer Special Offer

the consumer is offered a money saving coupon, a free prize, a chance to win, etc.

the consumer is offered a money saving coupon, a free prize, a chance to win, etc.

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Snob Appeal Snob Appeal reverses of bandwagon.

This says/implies: “Buying our product will make you better than everyone else – especially since others can’t afford it.” “Our product is not for everyone.” Makes the consumer feel special – uses words such as “preferred” or “Exclusive”

reverses of bandwagon. This says/implies: “Buying our product will make you better than everyone else – especially since others can’t afford it.” “Our product is not for everyone.” Makes the consumer feel special – uses words such as “preferred” or “Exclusive”

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Humble Approach Humble Approach

by admitting that the product is not the best, or is not the most popular, you can attract attention to the advertisement and the product. Example: Suave

by admitting that the product is not the best, or is not the most popular, you can attract attention to the advertisement and the product. Example: Suave

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Ecology-Public Service Ecology-Public Service

(concern for the public’s good or some products advertised as doing less damage to the environment) Tries to win favor by telling good things the company (or product) does. Example: Tide advertising concentrated in smaller bottles to save waste.

(concern for the public’s good or some products advertised as doing less damage to the environment) Tries to win favor by telling good things the company (or product) does. Example: Tide advertising concentrated in smaller bottles to save waste.

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Youth Appeal Youth Appeal

product for the young OR those who wish they were young. Product will make the consumer look, fell, act younger. Example: Oil of Olay, Rogaine

product for the young OR those who wish they were young. Product will make the consumer look, fell, act younger. Example: Oil of Olay, Rogaine

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Happy Family Appeal Happy Family Appeal

the message is: Your family will be happy (and/or healthy) if you use this product. You can be a better father, mother, etc., if you use this product.

the message is: Your family will be happy (and/or healthy) if you use this product. You can be a better father, mother, etc., if you use this product.

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Something New Something New something new can be

added to a product to make it better or at least appear better (improved) Or a new product on the market. Consumers tend to think NEW (and IMPROVED) automatically means better. Uses phrases such as “New”, “Introducing”

something new can be added to a product to make it better or at least appear better (improved) Or a new product on the market. Consumers tend to think NEW (and IMPROVED) automatically means better. Uses phrases such as “New”, “Introducing”

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Slogan/Jingle Slogan/Jingle

phrase spoken or sung that will cause you to remember the product’s name/company. Usually contains repetition or is frequently sung/repeated.

phrase spoken or sung that will cause you to remember the product’s name/company. Usually contains repetition or is frequently sung/repeated.

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SymbolSymbol

figure, sign, etc. that represents the product &/or the company. Symbols are a quick way to get recognition. Examples: Pillsbury Dough Boy, Alltel’s Chad

figure, sign, etc. that represents the product &/or the company. Symbols are a quick way to get recognition. Examples: Pillsbury Dough Boy, Alltel’s Chad

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HumorHumor a way to make

people feel good about the product/company. In print, humor is very risky – in a commercial the meaning can more easily be conveyed

a way to make people feel good about the product/company. In print, humor is very risky – in a commercial the meaning can more easily be conveyed

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StatisticsStatistics

deals with numbers comparisons, charts (food, health, cars, etc)

deals with numbers comparisons, charts (food, health, cars, etc)QuickTime™ and a

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