Advertising appeals refers to the technique used to attract the attention of customers or to influence their feelings towards a brand, product or service.
What distinguishes good advertising from bad advertising is not the quality of images, design, or copywriting alone. All of these elements are supposed to enhance the core message and the concept behind your ad. However, the primary goal of advertising is to connect with your audience and the best way to connect and engage with your audience is to use one of the common advertising appeals. Give people what they long for, make them excited, smile, laugh, or cry.
1. Emotional Appeal
Emotional advertisements often captures the attention of an individual more easily as they can relate to it. Emotional appeal takes into consideration emotions linked to personal and social needs. Approaching customer by appealing to their emotions is one of the most effective and persuasive marketing strategies. Love, sorrow, need, happiness are the most commonly used emotions for advertising.
2. Social Appeal
If you are looking for a way to connect with your audience by providing them a sense of social acceptance that they have always desired, then this appeal is just the right one for your brand. Social appeal focuses on the social aspects of finding joy in being associated with certain group of people. While using this appeal, always use visuals and language that encourages your audience feel inclusive of their desired group!
3. Rational Appeal
If you want to attract your audience with number, ratio, statistics, specific product features and functionalities, then this the perfect advertising appeal for your brand. Rational Appeal persuades audiences to purchase something or act on something by appealing to their sense of reason or logic. Use images, numbers, graphics, and information that will be easy to understand, straightforward, and powerful. Avoid using common or not-so-impressive facts that won’t impress your target audience.
4. Brand Appeal
People are often ready to spend money on brands that they feel carries a certain kind of status, value or quality. This kind of feeling can be brought into the consumers mind through some other common techniques like using celebrities or famous personalities as brand ambassadors to endorse the brand. Brand Appeal also allows companies to add additional cost simply due to packaging, labeling and other branded aspects that really have nothing to do with product quality or type.
5. Popularity Appeal
Buzz is particularly helpful for increasing brand awareness and creating anticipation and excitement for the product or service you offer. Fashion and technology are two prominent industries in which companies commonly revert to popularity appeal. Both of these industries are trend-driven, meaning companies rely on products catching on in peer groups and spreading through viral word of mouth.