Ad Appeals

Recognizing Appeals and Claims

Advertisers use claims and appeals to convince us to purchase their products. Let’s take a closer look at each and view some sample ads.

Advertising Appeals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is an Advertising Appeal? ,[object Object]

Deciding on an Advertising Appeal ,[object Object],[object Object],[object Object],[object Object]

Fear Appeal ,[object Object],[object Object],[object Object],Over exposure to Sun, Use sun Screen lotion!!

"Jeene Ka Andaaz Sudhariye" (improve your lifestyle) SAFFOLA

Humor Appeal ,[object Object],[object Object],[object Object],[object Object]

Sex appeal ,[object Object],[object Object]

Are Sex Appeals Effective? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Music Appeals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Rational Appeals ,[object Object],[object Object],[object Object],[object Object]

Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

Emotional Appeals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals

Emotions Used in Advertisements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Snob appeal ,[object Object],[object Object]

Appeal to authority ,[object Object],[object Object]

Plain folks appeal ,[object Object],[object Object]

Bandwagon appeal ,[object Object],[object Object]

Scarcity Appeals ,[object Object],[object Object],[object Object],[object Object]

And now for the claims... Claims

Scientific or statistical claim ,[object Object],[object Object]

Scientific or statistical claim ,[object Object]

Compliment the consumer claim ,[object Object],[object Object]

Compliment the consumer claim ,[object Object]

[object Object],[object Object],Rhetorical question claim

Unfinished claim ,[object Object],[object Object]

Unfinished claim ,[object Object]

Weasel word claim ,[object Object],[object Object],Helps Fortified Enriched Many Virtually Can be Up to

Weasel word claim ,[object Object],Virtually

Ad Appeals

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Ad Appeals