Advertising appeal is the way of grabbing the attention of target audiences of a brand or product or service and convincing them to take favourable action for the brand.
Different types of advertising appeals like emotional appeal, rational appeal, social appeal, personal appeal, youth appeal, humour appeal, etc. are used for developing a psychological connection with a particular brand for pulling in viewer’s attention and optimizing conversions.
What is Advertising Appeal?
Advertising Appeals are one of the most popular ways to channelizing common advertising strategies to improve the overall marketing sales of certain products and services. As the name suggests, it is quite similar to how an advertisement is present to the audience. Moreover, brands tend to affect the emotional background of customers to increase sales.
Therefore, most companies are preferring this method to promote their product or services in public. The concept behind advertising appeals is persuading the target audience towards something specific. Further, companies tend to use several techniques to do the same all over the market.
13 Types of Advertising Appeals
There is no doubt in the fact that the credibility of advertising appeals is relatively high. Moreover, they deliver better results than the traditional advertising methods. Therefore, it is essential o understand some of the standard advertising appeals in the industry.
1. The Personal Advertising Appeals
Nothing can be compared to someone’s true feelings and the way he or she thinks. Also, connecting to people based on their human nature is far better than fake promises. Several companies make a strong connection with the heart of the customers that will help to boost the customer base.
Also, NGOs and other public humanitarian organizations can be the perfect choice. Moreover, brands can post some inspirational pictures that will enhance the overall campaign. Feed SA is one of the welfare organizations that works to feed needy children in the region. They publish images of malnourished children to urge people to donate to the social cause.
2. The Romance Advertising Appeals
With this type of advertising appeal, ads are made by creating a warm and love-full feeling associated with relationship, belonging, and joy. It makes an emotional appeal by showing the couple’s interactions and their mutual connections.
Romantic appeals are generally used for the product or service that is targeted towards creating a brand appeal of channelizing love and romance between partners.
3. The Humor Advertising Appeals
The next name in this list is Advertising Appeal that consists of a humor touch. This includes a funny tone that will attract customers along with delivering the message. Moreover, the audience will tend to have a deeper connection with the brand.
But the problem with it is that the joke should be appropriate with the genre. Sometimes, a bad joke can put forward a wrong message and generate misunderstandings. Thus, it is necessary to create a memorable experience that will positively impact customers.
4. The Brand Advertising Appeals
Every brand is in the race to become the most successful and recognized name in the market. However, only a handful of them can make it through their journey. Establishing a brand is a tedious process but can be highly effective in the long run.
Apple is undoubtedly the most popular brand in electrical gadgets like mobiles, tablets, and other accessories. There may be several other products that can outshine Apple products in specific criteria. However, customers still prefer the brand value of Apple. This is the reason that Apple doesn’t’ require any brand ambassador to promote its products and services.
5. The Popularity Advertising Appeals
People like to buy products or services when they see that other people around them are utilizing that. With such emotional appeals, brands establish a particular kind of trend that everyone likes to follow. With such types of appeals, brands can grab the attention of more people and convert them into consumers. It is understood as a bandwagon appeal that tries to convince people by making them feel that a product or service or idea is popular and everyone else is opting for it.
For sure, popularity establishes that a product or service is good or it is a contemporary trend or it is essential to have to make a good social appeal. Such advertising causes a snowball effect according to which when people buy a product, it turns out to be more popular that influence more people to take action in your favor.
6. The Fear Appeal in Advertising
Many people believe that the human brain is quite sensitive to the emotion of fear. Moreover, they tend to do a specific task more effectively if it will conclude with a fearing factor. On the same note, fear Advertising Appeal is set up to get more followers in a social cause.
Some famous examples can be campaigns related to domestic violence, strict governmental rules, or anything involving environmental protection. Also, companies tend to post a severe picture along with the tagline to double the impact. Ensure that the images should not be too disturbing for the audience as they can backfire on the campaign’s progress.
7. The Social Advertising Appeals
It is safe to say that almost everyone loves to meet new people and socialize to increase the circle. However, some customers might be having a hard day getting a personal connection with a stranger. This is where the companies tend to promote their product using the social Advertising Appeal.
Moreover, people who are looking for a similar intimacy can relate to the brand more easily. Several brands like Coca-Cola, Heineken, Budweiser, and other social beverages use this Advertising Appeal. Further, these brands saw a considerable spike in the overall sales trend in the past few years.
8. The Endorsement Advertising Appeals
Brands that use a celebrity for giving their brand appeal more credibility opt for endorsement appeals. This strategy will work if a celebrity is liked and loved by that the target audiences.
All the industries and associated brands use different celebrities for optimizing their awareness, credibility, reach, and conversions.
9. The Sex Appeal in Ads
In case someone is not aware of sex Advertising Appeal, ‘sex sell’ is a similar trend that might be more prominent. The idea behind this concept is to use the most appealing term in the industry, Sex! Even companies manufacturing non-sex-related products make use of the appealing technique.
Customers tend to attract more towards anything that refers to sex and other similar terms. However, excessive use of nudity can make the customers uncomfortable. Therefore, it is crucial to understand the difference between sex and vulgarity. Lingerie, perfume, undergarments, etc., can be connected with the sex Advertising Appeal for most brands.
10. The Problem-Solution Advertising Appeals
This type of advertising is considered an integral part of rational advertising appeal. The problem-solving ads are used to grab the attention of the people who are facing some sorts of issues.
Offering solutions for the problems that target consumers may face optimizing the conversions for the associated products or services or brands.
11. The Youth Emotional Appeal
The new generation shows continuous eagerness to use the latest products in their routine schedule. Further, older adults tend to look for something that will help them to relive their youth years. Some brands offer products that will help them to achieve this dream through various campaigns.
Moreover, beauty products are the most prominent users of youth Advertising Appeal in the market. Also, feeling younger is better than actually being young as it gives inner peace and satisfaction.
12. The Statistics Rational Appeals
Statistics are also considered very useful for making a rational appeal to target consumers. Statistic rational advertising appeals for a product or service use numbers and scientific facts to prove to the customer that a product presents specific advantages that everyone else in the market cannot offer.
Figures and facts channelize rational appeals in the heart and mind of consumers that consumption of a specific product will only offer some sort of value.
13. The Testimonial Advertising Appeals
All the companies are entirely aware of the fact that gaining the trust of the customers is very important. It will help them to gain more audience in the future and get across several platforms to advertise. This is the reason that testimonial Advertising Appeal is a thing these days.
Further, potential buyers will come to know about some specific services that are highly in demand. Moreover, a testimonial from a known personality can be the icing on the cake. Thus, the overall credibility of the brand will rise to the sky in no time.
Advertising Appeals Wrap Up!
In the end, no matter which Advertising Appeals are used to promote the brand, the result should be impressive. However, it is the product itself that will attract customers to the brand.
In addition to the aforementioned appeals, brands also use adventure appeal, scarcity appeal, snob appeal, durability appeal, natural appeal, etc to grab the attention of relevant audiences and optimizing conversion and consumption.
Thus, brands need to choose their advertising appeals wisely. What kind of advertising appeals do you find best-suited for a brand?
Pinky is an MBA in Marketing from the University of Mumbai. She loves helping people out in learning Marketing and sharing latest ideas and tactics for growing businesses.