Why We Sometimes Buy Lame Things that Look Cool on TV
Ms. Tuohy
Advertising Appeals
• Ploys used by companies to try and make consumers buy their product
• Tie the product to a good feeling
List of Appeals
• Image• Bandwagon• Testimonial• Plain folks• Name calling• Fun• Romance
Image
• Buying this product will improve your image• The people in the ad are “cool” because they
use this product
Image Commercial
• http://www.youtube.com/watch?v=ZsCA43ECe4Y
Bandwagon
• Everyone uses this product, you should too
• Similar to image, but not just “cool” people
• May say it or simply show it
Bandwagon Commercial
• http://www.youtube.com/watch?v=N-zG4P2wehE&feature=PlayList&p=4CC0F6415CD51AC4&playnext_from=PL&playnext=1&index=1
Testimonial
• This celebrity/famous person likes this product, so should you
• Endorsements
Testimonial Commercial
• http://www.youtube.com/watch?v=HqL9MjPnxBA
Plain Folks
• These people are normal just like you and they use this product
• The opposite of testimonial
Plain Folks Commercial
• http://www.youtube.com/watch?v=vYEXzx-TINc&feature=related
Name calling
• Our product is better then the one our competitor makes
• May skew numbers
Name Calling Commercial
• http://www.youtube.com/watch?v=U4deRX-V5DM
Fun
• This product will make you have more fun
• Commercials for toys
Fun Commercial
• http://www.youtube.com/watch?v=BDd2xiZWUvE
Romance
• This product will make someone love you more
• Popular for teenagers and young adults
Romance Commercial
• http://www.youtube.com/watch?v=FgfzdgWgEZ4
Why is this important?
• Knowing the appeals helps identification• May help you see through to the actual
product• May help understand why some products are
so much more expensive then products from competitors
Activity
• Form groups of 2 or 3, each one will get an appeal• You will have a few minutes to come up with a
commercial that will fit the appeal. • After presenting the commercial, you must also
talk about why you chose that product and how it connects to the appeal
• Ex. The Fun appeal may choose a kid’s toy because it will convince the kid that the toy will help them have more fun during playtime.
Homework
• Find a commercial with one of these appeals• Write a one page paper– Describe the commercial– Talk about the appeal– Discuss why that appeal was used