Persuasive/Advertising Appeals

1
Persuasive/Advertising Appeals

• Genre of message appeal
• Means of gaining attention, breaking through the
  clutter
• Depends on goals, product, target audience
• Demographics psychographics
• Keep persuasive goals in mind
• Some ads very creative but ineffective

2
Persuasive Appeals

• Straight Announcement
• VO by announcer or DJ
• Price, value
• Very typical selling point for local ads
• Informational/rational
• Facts about the product
• List of benefits
• Even gets out blood stains
• Computer ads

3
Persuasive Appeals

• Demonstration
• Show audience how product works
• Infomercials
• Fitness gear

• Testimonial
• Client speaks of product benefits
• Jared of Subway

4
Persuasive Appeals

• Emotion/sentimental
• Inflated emotions related to the product
• Hallmark
• Fear
• Scare audience away from the product or behavior,
  or toward it
• Just say no
• Baldness, hair restoration

5
Persuasive Appeals

• Celebrity Endorsement
• Tie product image to famous person
• MJ Jackie Chan for Hanes

• Urgency
• Need to respond/act quickly
• Sale Ends Saturday!
• 2-days only!
• Disney DVDs will not be available for 10 years!

6
Persuasive Appeals

• Humor
• Associate humor with product image
• Often memorable, not always effective
• Bud - Wassup?!
• Office Linebacker

• Slice of Life
• Problem/solution in a story form
• Detergent, dandruff, slice and bake cookies

7
Persuasive Appeals

• Dramatize problem
• Then offer solution
• Hertz - Not exactly
• Diarrhea
• Employees fired for mistakes

• Dramatize benefit
• As the solution
• Sprint - Hear a pin drop

8
Persuasive Appeals

• Shock!
• Jar audience
• Anti-drug/smoking PSAs

• Sex
• Associate product with sexual satisfaction /
  conquest
• Calvin Klein, cologne, Cosmo, Maxim

9
Persuasive Appeals

• Before / After
• Demonstrate specific results of using product
• Grecian formula, weight loss

• Image
• Associate product with some image, style,
  attitude coolness
• Product benefits, attributes are secondary to the
  image
• Cadillac, Nike