Digital Marketing

Advertising Appeals Guide: The Seven Advertising Appeals Explained

The unwritten rule of effective advertising involves creating ads that appeal to people’s emotions, these attractions can be broadly classified into fear, sex, humor, music, rationality, emotions, and scarcity. These callings are something that everyone experiences universally, regardless of race, financial status, or intelligence. it will most likely fit into one of the “magic 7” appeals, perhaps even using a combination of the appeals. It goes without saying that the successful ad is not just the one you remember, but the one you remember positively. Successful marketers can create ads that customers fondly remember in memory … and we all know that positive attitudes lead to positive behaviors, like consumers buying your product! Here is a guide to using appeals, outlining both the positive and negative consequences associated with using advertising appeals.

Fear appeal – The first advertising appeal, and perhaps the most effective to date, is the advertising appeal of fear. Fear is an emotion that has existed since intelligible life has walked the Earth. Fear advertising focuses on clients’ emotional responses to a perceived threat, usually severity and vulnerability. An example of a fear appeal would be an advertisement from a “web hosting” company that focuses on the severity of downtime experienced on the site and the vulnerability of customers to losing business due to downtime. The Good: Fear appeals tend to be very persuasive and are great at grabbing people’s attention, such as an eye-catching advertisement from a car accident victim injured due to an alcohol dive. The bad: it is difficult to measure how much fear to use, too much and it can scare people from your ads and very little fear and no one will notice your ad.

Sexual attraction – Another universal aspect of being human, sex has been used for years by marketers to capture the attention of the sexes. The use of sex can be subliminal, sexually suggestive, nudity or sensuality, have you ever noticed how most of the people who appear in advertisements tend to be attractive? An example of sexual advertising is the television series America’s Next Top Model, which has advertisements showing girls in sexually suggestive clothing to entice male viewers to watch episodes. The Good: Sex has been proven to eliminate clutter, if your advertising in a busy time slot using sexual appeals will help your ad stand out, this helps increase brand recognition. The Bad: Sexual appeals can be provocative and can cause negative reactions with different (non-Western) cultures and sexual attractions are so prevalent today that they no longer have the WOW factor that they once did.

Appeal of humor – Everyone loves to laugh and most people have negative attitudes towards advertising, but positive reactions to humor, a consumer who sees an ad with humor laughs, tells people the joke and remembers that this helps hugely to marketers. There are many memorable TV commercials that use humor to promote their brands, the John West Salmon ad, in which a man fights a bear over salmon, effectively harnesses the appeal of humor. The good: humor is one of the best methods to eliminate advertising clutter as funny ads are more easily noticed by the increasingly time-strapped consumer, humor attracts attention, stays in people’s memory and generally wins awards . brand this is not effective. Advertisers need to be culture-conscious as well, as what’s fun in one culture may be offensive in another.

Musical appeal – Music is something that everyone enjoys, music is something personal and makes people remember good and bad moments in their life. Music helps to capture the attention and link the emotions of consumers. An example of musical appeal is the soft drink company 7UP, which used the Partridge family song ‘sunshine’, helping the message reach its target market. The Good: Using a well-known song can bring back positive nostalgic memories for consumers, causing them to have positive attitudes towards your brand, the intrusive nature of the music means that people may still be drawn to the ad even if they are avoiding the ads. usually. The Bad: Certain music can cause negative reactions in consumers if they relate to bad memories from the past.

Appeal to rationality – The attractiveness of rationality is based on the fact that consumers actively process the information presented in the advertisement, this attractiveness is typically used in print media because consumers have more time reserved to read the advertising in this medium. Normally rational appeals focus on the practical, functional, or utilitarian needs of consumers. Rational appeals are generally used in advertising for drugs or healthy lifestyle products such as vitamins, such as recent advertisements from the pharmaceutical company Swisse that used Australian cricket captain Ricky Ponting, who claimed that individual vitamins attracted consumers. informed. The Good: Rationality is great for high-engagement products and for B2B advertising. The Bad: Rational appeal must be credible, as false claims can cause negative brand attitudes.

Appeal to scarcity – Shortages are based on limitations, usually in the form of limited time to purchase or limited supply. Scarcity is often used with fear appeals, to help empower clients by missing an immediately negative potential event. Australian advertisers use the lure of scarcity in cricket souvenir advertising, offering The Good: Scarcity is great to encourage users to take action and is often used effectively with other promotions such as coupons, giveaways and contests. harbor negative attitudes towards your brand.

Emotional appeal – Appealing to the emotions of consumers is an effective technique to attract attention and encourage consumer attachment to your brand, it is generally more effective to focus on positive emotions such as happiness, joy, trust and love. Typical industries that use emotions in their advertising copy are banks and insurance agencies that often focus on optimistic emotions such as happiness and joy in an attempt to reconcile common stereotypes of these industries as corporate megapowers. The Good: Emotional appeals combine with almost all appeals very effectively, they can be the key to building brand loyalty among the customer base. The Bad: Emotional appeals must match the target market and the company’s current PR history, consumers are increasingly aware of advertising messages.

In summary, understanding the seven attractions of advertising is helpful when, in the initial stages of creating an ad, whether online or offline, building your ad around a certain combination of attractions acts as a good starting point. Some proven combinations of advertising appeals include the combination of fear and rationality (generally used in anti-smoking advertising), and the use of music and emotions are generally a good basis for any advertisement. Ultimately, appeals need to be factored into other factors, namely your organization’s marketing goals, media strategy, target market composition, and brand strategy. If, for example, your organization is a local newspaper serving a demographic age 40 and over, and you seek to enhance your brand loyalty by expressing concern and care for the local community, an emotional or rational appeal would be most appropriate. to help you. Achieve your brand loyalty marketing goal with your target market.

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