16 most commonly used advertising appeals

1
16 most commonly used advertising appeals

• Advertisements will generally use at least 7
  appeals. These appeals can be found in the
  visual, text or product name itself!

2
Famous People

• The endorsement of a product by someone well
  known to the target audience

3
Eye Appeal

• a photograph showing how good the product looks,
  in order to suggest how good it tastes, smells,
  etc. Does NOT have to be food. Usually a close
  up of a product.

4
Expert Says

• the endorsement of a product by people/person who
  are/is knowledgeable about that products
  area/field. Chefs, doctors, hospitals,
  dermatologists, dentists, etc.

5
Bandwagon Approach

• (everybody likes) the message is Our product is
  so good that everyone buys it, so you should too.
  Dont be left out.

6
Sex Appeal

• the product will make you popular, have a good
  time, have romance in your life, etc. people
  will be drawn to you. (Be VERY careful, make
  sure it is APPROPRIATE)

7
Special Offer

• the consumer is offered a money saving coupon, a
  free prize, a chance to win, etc.

8
Snob Appeal

• reverses of bandwagon. This says/implies
  Buying our product will make you better than
  everyone else especially since others cant
  afford it. Our product is not for everyone.
  Makes the consumer feel special uses words such
  as preferred or Exclusive

9
Humble Approach

• by admitting that the product is not the best, or
  is not the most popular, you can attract
  attention to the advertisement and the product.
  Example Suave

10
Ecology-Public Service

• (concern for the publics good or some products
  advertised as doing less damage to the
  environment) Tries to win favor by telling good
  things the company (or product) does. Example
  Tide advertising concentrated in smaller bottles
  to save waste.

11
Youth Appeal

• product for the young OR those who wish they were
  young. Product will make the consumer look,
  fell, act younger. Example Oil of Olay,
  Rogaine

12
Happy Family Appeal

• the message is Your family will be happy (and/or
  healthy) if you use this product. You can be a
  better father, mother, etc., if you use this
  product.

13
Something New

• something new can be added to a product to make
  it better or at least appear better (improved)
  Or a new product on the market. Consumers tend
  to think NEW (and IMPROVED) automatically means
  better. Uses phrases such as New, Introducing

14
Slogan/Jingle

• phrase spoken or sung that will cause you to
  remember the products name/company. Usually
  contains repetition or is frequently
  sung/repeated.

15
Symbol

• figure, sign, etc. that represents the product
  /or the company. Symbols are a quick way to get
  recognition. Examples Pillsbury Dough Boy,
  Alltels Chad

16
Humor

• a way to make people feel good about the
  product/company. In print, humor is very risky
  in a commercial the meaning can more easily be
  conveyed

17
Statistics

• deals with numbers comparisons, charts (food,
  health, cars, etc)