View Larger Image. Emotional appeals include: Personal appeal- Focused on emotions centered around the need for love, joy, self-esteem, happiness, safety, and family well-being Social appeal- Focused on the individual need for recognition, respect, involvement, affiliation, and status Fear appeal- Focused on individual needs based on fears…. This format can be associated with personal appeal , causing the consumer to desire the lifestyle they see others in the advertisement experiencing, because they have the product depicted.
A beautiful set of new lawn furniture being enjoyed by a family. Slice-of-Life: Another successful style, usually associated with social appeal, depicts people in a normal setting enjoying life because of a certain product or service. An advertisement depicting a luxurious cruise.
However, trust has to be authentically created and not just a paid voice that is not behind the brand. Consumers today are smarter than ever and loyalty and trust cannot be bought, only earned. Fantasy: Creating a fantasy around a product and what it can do for a consumer often aligns well with a social appeal -the need to identify with something bigger than oneself. Upcoming SlideShare. Like this presentation? Why not share! Hong K Embed Size px.
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Propaganda Edward Bernays. Get Clients Now! This style of no-nonsense advertising is straightforward, but may not be enough to make your product or service stand out.
To counteract this, you can use scientific studies to support your claims or endorsement from a scientific body. Sometimes the best way to prove that your product is credible and high quality is to show it in action.
Think of late-night infomercials like ShamWow or Slap Chop. These products became so successful because they demonstrated their effectiveness to their audience. Moving one step further than demonstration is comparison. This is where you compare your product to your nearest competitor.
Also note that the ad does not rely on using facts and figures to compare, but instead relies on simple imagery. One of the most tried and true styles of advertising is a testimonial. A testimonial is when someone talks about his or her positive experiences with your product and how it affected their life.
The more trustworthy the source, the more effective the testimonial. As such, many celebrities are well-sought after for their considerable influence. A slice-of-life style is one that dramatizes everyday life to show off how easy it would be to integrate your new product into their lives.
This is usually done for food, beverage, and cleaning products. If you want to do something like this, you will need to find an interesting twist on it in order to get more attention. Creating a personality symbol that sticks may not be as easy as it appears. A poorly thought out mascot will end up being annoying and quickly forgotten.
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