Many consumers are emotionally motivated or driven to make certain purchases. Emotional appeal includes personal and social aspects. 1. Personal Appeal Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc. 2. Social Appeal Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval.
Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Humor Appeal Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewers attention and help in achieving instant recall which can work well for the sale of the product. Humor can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message.
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Sex Appeal Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product appearing interesting. If this is used then it should be an integral part of the product and should not seem vulgar. The shift should be towards sensuality. Music Appeal Music can be used as types of advertising appeals as it has a certain intrinsic alee and can help in increasing the persuasiveness of the advertisement.
It can also help capture attention and increase customer recall. Scarcity Appeal Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes, contests etc. RATIONAL APPEAL Rational appeals as the name suggests aims to focus on the individual’s functional, utilitarian or practical needs for particular products and services. Such appeals emphasize the characteristics and features of the product and he service and how it would be beneficial to own or use the particular brand.
Print media is particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement. Masculine Feminine Appeal Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you. Brand Appeal This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.
Snob Appeal This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them. Adventure Appeal This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action. Romance Appeal These advertisements display the attraction between the sexes. The appeal is seed to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life.
Fragrances, automobiles and other products use these types of advertising appeals. Emotional Words/ Sensitivity Appeal These advertisements are used to drive at and influence the sensitivities of consumers. Youth Appeal Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in particular make use of these appeals. Endorsement Celebrities and well known personalities often endorse certain products and heir pitching can help drive the sales. Play on Words Advertisements also make effective use of catch phrases to convey the message.
Such appeals help in brand recognition and recall and can be quite popular with the youth in particular. Plain Appeal These advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service. Bandwagon Appeal This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service. HUMOR AS AN ADVERTISING APPEAL “Humor in advertising is like a gun in the hands of a child.
You have to know how to use it. Otherwise, it can blow upon you. ” Source: Julia Miller “Comedy with a Human Face”, Advertising Age, January 13, 1992. Yes, humor in advertising is risky. It can also be devastatingly effective. When done right, humor works – really, really well. Advertising is about getting attention. Advertising humor also needs to be well suited to its audience. If your customers don’t get the joke, then the joke will be on you. A sophisticated audience will understand your irony, satire, and puns, but a nouns audience may only understand slapstick comedy or a silly cartoon caricature.
Inside jokes can be effective if the recipient understands that it was done for them, but nobody else will get it. Advertising humor can be extraordinarily effective when it is used correctly. People will actually look for your ads, and talk about them if they are good. First people like funny things. They relax and pay attention when they know you have a sense of humor. It puts them in a good mood, and it creates a more comfortable atmosphere and a more positive image for your company. It makes you easy to approach, ND easy to remember.
Types of Humor: Back in the sass’s, a golden rule in advertising, propagated by the founder of Prentice-Hall, was to never mix humor and advertising. Today, with the proliferation of product offerings, humor is increasingly being looked upon not as a distraction that trivialize the product, but as an effective means of distinguishing the product from the crowd and drawing the attention of consumer. Humor can come in many forms and the choice of the appropriate type is highly dependent on the target audience, the cultural bias, the choice of advertising medium and the product itself.
Some of the more popularly used forms are: Personification: This is where inanimate objects assume human characteristics and the inherent humor in observing such behavior is used to highlight some quality or the desirability of the brand. One such example is Pepsin’s ‘Eye Bubbly’ campaign in which various objects such as the car stereo and the garage are shown coveting the Pepsi bottle. Exaggeration: Here certain attributes of the product are magnified out of proportion like the Effective ads where the fisherman uses Effective on a stick to catch fish, trumping the sophisticated fishing gear of the person next to IM. Slapstick: This particular brand of humor deals with the ludicrous/ exaggerated and presents situations where the humorous aspect of the ad, far from being subtle, strikes the viewer in the face, the Chlorine ads being a prime example of this. Other forms include sarcasm, comparison, pun, understatement and irony. BENEFITS OF HUMOR According to Weinberg ; Gulags(1992)- * Humor attracts attention * Humor does not harm comprehension * Humor enhances liking. * Related humor is superior to unrelated humor. According to Figurate(1 998), the benefits with humor in television advertising are- * Humor Arabs attention. Humor encourages the people to remember the ad- and therefore the message. * Humor shows we are human- we can laugh, and smile with the rest of humanity. * Humor makes people like companies- and by extension improves their brand image. MEASUREMENT OF ADVERTISING EFFECTIVENESS The effectiveness of advertising is of great concern both to the society and to the individuals, who comprise our society. There are three aspects of advertising effectiveness. The first aspect of advertising effectiveness is the question of cognitive distortion which entails in any communication process.
The second aspect of advertising effectiveness is related to measuring its influence on the choice processes of consumers. The third distinct aspect of advertising effectiveness is the question of the role of advertising in increasing consumption behavior of consumers. The most suitable criteria for evaluating the effectiveness of advertising depends on a number variable, such as the advertising goals, the type of media, cost of evaluation, the value that the business of advertising agency places on evaluation measures. There are number of different models for measuring advertising effectiveness.
One of these is that Kettle and Armstrong suggest that two areas need to be evaluated in an advertising programmer. They call them the “Communication effect and the Sales Effect”. When using humor as a creative strategy, advertising firms agree that it increase audience attention, at least on the first few exposure to this form of persuasive communication. However, the smart play on words and careful consideration of the ad’s objectives, target audience and market standards, humor can help the advertisement increase effectiveness and widen its receptiveness.