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Advertising appeals are used to market products and services through emotional, humorous, romantic, or sexual messages. Advertisers aim to appeal to the target audience’s emotions and social preferences to increase the product’s appeal. The type of appeal used depends on the product and the audience.
An advertising appeal is the primary claim used in an advertisement to market a particular product or service. Advertisements, whether they are in print, on the Internet, on billboards or on television, usually have a prominent statement that they use to increase the appeal of a specific product. In most cases, the advertising appeal used in a given advertisement has little to do with the merits of the product itself. Instead, advertisers seek to appeal to emotions, social preferences, or other aspects of their target demographics. They tend to use words, pictures, and music to demonstrate how buying a particular product or service will increase one’s social standing, happiness, attractiveness, or other aspects of one’s self.
There are many different types of advertising strategies that intend to appeal to different aspects of one’s character. A popular type of advertising appeal is the emotional appeal. An emotional appeal is intended to create an emotional state conducive to the advertisers’ purposes in those who see or hear a particular ad. Emotional appeals are usually made based on human desires for happiness, comfort, and social recognition, or fear of social danger or social rejection. Specific emotionally charged words, phrases, images or music clips are used to subtly suggest that the advertised product or service will increase overall emotional life satisfaction.
While emotional appeal is probably the most common type of advertising appeal, many other types of appeals can be used independently of or in conjunction with emotional appeals. Humor, for example, is a common advertising appeal because it tends to connect a product or service with a clever and funny message that can stay in the viewer’s mind for some time. Romance and sexuality are also commonly used types of advertising appeals. Many advertisements suggest that using a product or service will make one more attractive and more successful in romantic and sexual pursuits.
In some cases, an advertising appeal must be universal, while in other cases the appeal is aimed at a specific audience. Many advertisements for toys and games, for example, emphasize how much fun a child can have with the product. This type of advertising appeal may be effective for children and parents, but few others are likely to want to buy products aimed at children. Similarly, advertisements for expensive clothes and elegant jewelry tend to emphasize how such products make one appear classy and successful, thus appealing to wealthy and successful individuals more than budget-conscious and practical people.
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