What Are The Appeals Of An Advertisement ?
APPEALS OF AN ADVERTISEMENT
Appeal, in advertisements, is anything that motivates a person to action. Human beings are called bundles of wants. A human being is a strange mix of hopes, ambitions, desires, benefit, goals, etc. All these things work as inspiring factors. These are also called motives. Various advertisements try to appeal to some of these various motives that force people to take action. An advertising appeal is nothing but assure of a benefit the advertised product will provide to the buyer. For example, the possible promises or appeals for a home application could be – console, expediency, economy of installation, economy, cleanliness, reliability and stability, safety, several operations, many varied features, problem free operation and smart look.
Advertising appeal refers to the basis or advance used in the advertisement to magnetize the attention or interest of clients and/or to persuade their feelings toward the product, service, idea, or cause. Advertising appeals can be broken down into two categories-informational / rational appeals (hard sell) and emotional appeals (soft sell).
Informational / Rational Appeals (Hard Sell)
These appeals center of attention on the consumer’s practical or efficient need for the product or service and highlight features of a product or service and/or the benefits or reasons for using or owning a particular brand. Many rational motives can be used as the basis for advertising appeals, including console, expediency, and saving.
Emotional Appeals (Soft Sell)
These appeals use an emotional message and are designed around an image planned to touch the heart and create a response based on feelings and attitudes. Advertisers can use emotional appeals in many ways in their artistic strategy. Humor and sex appeals, or other types of appeals that are very interesting, upbeat, and/or thrilling, influence the emotions of consumers and put them in a positive frame of mind. Fear appeals can be equally impressive in touching emotions but have an opposite effect on the viewer’s frame of mind.
Humor Appeals: consumers have traditionally given high ratings to humorous advertising. The advertisement attempts to convince by invoking feelings of good humor and laughter. Often the ad takes the form of a smartly worded or humorous slogan. The fallacy of Appeal to Humor exploits our natural response to boldly spoken truth. The fallacy presumes that any view that can be expressed in a way that elicits laughter must be true. However, we actually laugh for many reasons, only one of which is the identification of the truth of the emotion expressed. We may also laugh at a slogan because it is cleverly worded. We may laugh only because everyone around us is laughing. We laugh at slapstick humor. An argument mimics our response to bravely spoken truth when it gets us to laugh for a reason that is isolated to our identification of truth, yet seems to imply that laughter entails agreement.
Sex Appeals: the old adage ‘sex sells’ may not always be true. Many advertisers view sex appeal as one of the most effective marketing practices today. In the endless number of advertisements out there nowadays, ad agencies are desperate to have their ads stand out. Several research studies have found that sex appeal in advertising is attention grabbing, likable, arousing, and memorable. Ads that contain sex appeal usually evoke positive feelings in the audience, such as excitement and desire. Other studies state that sex appeal in advertising is also effective in eliciting fantasy. While sex can be an effective tool in advertising, it also can be counterproductive.
Many clients become so focused on the use of sex in the ad that they ignore the brand name, thus producing the opposite of the desired result. The extensive use of sex appeal in ads also tends to stereotype women as well as distorting society’s idea of how women should look. Some advertising executives see the use of sex appeal as “men’s desperate attempt to make their advertising break through the clutter”. Sex in advertisements tends to focus on women with their target audience being men, forgetting about the major consumer demographic women make up.
Overall it is comprehensible why advertisers see sex appeal as being such an effective tool. If used appropriately sex appeal draws attention to ads, makes them memorable, and helps sell the product. If overdone, sex appeal can have the exact opposite effect. Not only can it distract the audience from the message of the ad but it can offend the audience as well. Depending on how sex appeal is used it can either make or break an advertisement.
Fear Appeals: The use of fear as a motivation in advertising places emphasis on the severity of the threat. Fear appeals range in intensity from mild to severe. The fear- based messages should present a mild to moderate threat and provide a do-able solution. If the fear instilled is either too severe or not followed up with a reasonable solution, the viewer will not be able to surmount his/her sense of dread and process the advertising message. In a similar vein, negative ads (ads in which the viewer is exposed to annoying or unpleasant creative content) can also be effective if the negative technique is used to promote a product benefit. This situation is often referred to as the “love that product, hate that ad”. Fear appeals have been used heavily in campaigns designed to combat drug addictions and other health-related problems.
Combination Appeals: these appeals combine informational/rational and emotional appeals. In many advertising situations, the creative specialist does not choose an emotional over a rational appeal, but rather decides how to combine the two. Consumer purchase decisions are often made on the basis of both the emotional and rational motives, and copywriters must give attention to both elements in developing effective advertising.
Those who prefer straightforward, no-nonsense, factual advertisements like appeals that deliver relevant facts in support of the product. They want presentations to be professional, but they do not believe it is important for the advertisements to be artistic. Others favor a creative, emotionally based approach. They believe that advertisements focusing heavily on information are likely to be ignored, and that focusing on emotion is more likely to create the desired response.
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