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Advertising Appeals Guide: The 7 Advertising Appeals Explained

The unwritten rule of effective advertising is to create ads that appeal to people’s emotions. These appeals can be broadly categorized as fear, sex, humor, music, rationality, emotions, and scarcity. These attractions are something universally experienced by everyone, regardless of race, financial position, or intelligence. it will likely fit one of the “magic 7” appeals, perhaps even using a combination of the appeals. It goes without saying that the successful ad is not just the one you remember, but the one you remember in a positive way. Successful marketers can create ads that customers remember favorably…and we all know that positive attitudes lead to positive behaviors, like consumers buying your product! Below is a guide to using the resources, highlighting the positive and negative consequences associated with the use of advertising resources.

appeal to fear – The first advertising resource and perhaps the most effective to date, is the advertising resource of fear. Fear is an emotion that has been around for as long as intelligible life has walked the Earth. Fear advertising focuses on customers’ emotional responses to a perceived threat, usually severity and vulnerability. An example of a fear call would be an advertisement for a “web hosting” company that focuses on the severity of downtime experienced on the site and the vulnerability of customers to losing business due to downtime. Appeals to Good-Fear tend to be very persuasive and are great for grabbing people’s attention, like a flashy ad for a car accident victim injured due to a drunken diving. The bad: It’s hard to gauge how much fear to use, too much and you can scare people away from your ads and too little fear and no one will notice your ad.

sexual attraction – Another universal aspect of being human, sex has been used for years by salespeople to capture the attention of the sexes. The use of sex can be subliminal, sexually suggestive, nudity or sensuality, have you noticed how most of the people in ads tend to be attractive? An example of sexual advertising is the television series America’s Next Top Model, which has ads that show girls in sexually suggestive clothing to entice male viewers to watch episodes. The Good: Sex has been shown to remove clutter, if your advertising in a busy time slot using sex appeal will help your ad get noticed, this helps increase brand awareness. The bad: Sex appeals can be provocative and can cause negative reactions with different (non-Western) cultures and sex appeals are so prevalent today that they no longer have the WOW factor they once did.

humor appeal – Everyone loves to laugh and most people have negative attitudes towards advertising but positive reactions towards humor, a consumer who sees a humorous ad laughs, tells the joke to people and remembers that this helps a lot the marketers. There are many memorable television commercials that use humor to promote their brands, the John West Salmon ad, where a man fights a bear for salmon, effectively harnesses the appeal of humor. The Good: Humor is one of the best methods for removing advertising clutter like funny ads. are easier for the increasingly time-strapped consumer to notice, the humor draws attention, stays in people’s memories, and usually wins awards The bad: It’s important that the joke doesn’t dominate the brand or its associated tagline, if people remember the joke but not the brand this is not effective. Advertisers must also be culturally aware, as what is funny in one culture may be offensive in another.

musical appeal – Music is something that everyone enjoys, music is something personal and makes people remember good and bad times in their life. Music helps to capture the attention and link the emotions of consumers. An example of musical appeal is soft drink company 7UP using the Partridge family song ‘sunshine’, which helped resonate with their target market. The Good: Using a well-known song can bring back positive nostalgic memories in consumers, leading to positive attitudes toward your brand. The intrusive nature of music means that people can still be drawn to the ad, even if they avoid ads in general. The bad: Certain music can cause negative reactions in consumers if it is linked to bad memories of the past.

appeal to rationality – The resource of rationality is based on the fact that consumers actively process the information presented in the advertisement. This resource is usually used in print media because consumers have more time to read the advertising in this medium. Typically, rational appeals focus on the practical, functional, or utilitarian needs of consumers. Rational appeals are typically used in the advertising of drugs or healthy lifestyle products such as vitamins, such as the recent ads by Swisse pharmaceutical company which used Australian Cricket captain Ricky Ponting who claimed that individual vitamins appeal to informed consumers. The Good: Rationale is great for high-engagement products and B2B advertising. The bad: Rational appeal must be credible, as false claims can cause negative attitudes toward the brand.

Shortage Appeal – Scarcity is based on limitations, usually in the form of limited time to buy or limited supply. Scarcity is often used with fear appeals, to help empower clients by missing out on a possible immediate negative event. Australian advertisers use the lure of scarcity in advertising cricket gear, offering The Good: Scarcity is great for encouraging users to take action and is often used effectively with other promotions such as coupons, sweepstakes and contests. The Bad: Scarcity lures must be genuine or consumers harbor negative attitudes toward your brand.

emotional appeal – Appealing to consumers’ emotions is an effective technique to capture attention and foster a consumer’s attachment to your brand, it is generally more effective to focus on positive emotions such as happiness, joy, trust and love. Typical industries that use emotions in their advertising copy are banks and insurance agencies, which often focus on upbeat emotions like happiness and joy in an attempt to reconcile common stereotypes of these industries as corporate mega-powers. The good: Emotional appeals combine with almost all appeals very effectively, can be the key to building brand loyalty among the customer base The bad: Emotional appeals need to match the target market and current track record company public relations, consumers are increasingly aware of advertising messages.

In summary, the seven appeals of advertising are useful to understand when in the early stages of creating an ad, whether online or offline, building your ad around a given combination of appeals acts as a good point. of departure. Some proven combinations of advertising appeal include the combination of fear and rationality (typically used in anti-smoking advertising), and the use of music and emotion are generally a good foundation for any advertising. In the end, appeals need to be considered along with other factors, namely your organization’s marketing goals, media strategy, target market composition, and brand strategy. If, for example, your organization is a local newspaper that caters to a 40+ demographic, and you seek to enhance your brand loyalty by expressing your concern and care for the local community, an emotional or rational appeal would be most appropriate. to help you. Achieve your brand loyalty marketing goal with your target market.

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