This document discusses different advertising themes and appeals. It defines an advertising theme as a central, repetitive message meant to promote brand awareness and impact beyond individual ads. Common themes discussed include music, prestige, comfort, economy, health, beauty, fear, patriotism, and curiosity. The document also discusses when it may be necessary to change a theme, using the example of DriveTime originally using humorous ads but shifting to more emotional stories to better connect with audiences.

1. By: Nazila Mazaheri
Instructor: Prof. D. Annand

2. Table Of Content
 Advertising
 Theme & Appeal
 Theme definition
 Advertising theme
 Kind of theme
 Music
 Prestige
 Comfort
 Economy & Health
 Beauty & parental
 Fear
 Patriotism & Curiosity
 Is it time to change
 Change the theme

3. Advertising
 Advertising is
a form of communication for marketing and used to
encourage or persuade an audience (viewers, readers or
listeners; sometimes a specific group) to continue or take
some new action

4. Theme & appeal
 Advertising include two parts :
Theme: It is story include entire message that convey
one meaning
Appeal: The way which message is presented

5. Theme Definition
 An advertising theme is a
central, repetitive message
that promotes brand
awareness and is meant to
provide an impact beyond
just individual or
disconnected ads.
 A theme of advertising is a
central idea intended to
trigger desired action from
customers. It is the heart of
advertising copy

6. Cont…
 Generally, advertising utilizing a theme may not only
use that theme in television advertising, but also in
radio, print, and Internet ads as well. Themes may be
readily recognizable as promoting a certain emotion,
such as fear, but they can also be strictly humorous in
nature.

7. Advertising theme
 The most important thing about an advertising theme
is that it creates an association with the brand nearly
immediately.
 Many companies use animals to do this, but others
may use celebrities, objects, or even certain types of
jokes.

8. Music
 Advertisers often use music to associate a message with a
certain product or brand.
 The music may be a well-known song, or a jingle that plays
with every, or almost every, ad that is broadcasted on
television or radio.
 bringing what would likely be a familiar song to mind. That
could lead to expanded thoughts about the product being
offered.
LG Advertisement music

9. prestige
 Some advertising theme
campaigns use prestige as a
way to entice people to take
a look at a product.
 This theme of advertising
is used to advertise luxury
articles like motorcars,
refrigerator, jewellery,
videos, etc. The possession
of such items provides a
distinctive status and a
sense of pride to their
holders.

10. Comfort
 Comfort : Another popular advertising theme involves
that of being comforted. This is a favorite of those
promoting things such as bath products, household
products, and certain types of foods. Using this
approach, advertisers hope to show how using the
product could make a person's life a little easier or
more pleasant.
 This theme of advertising is used in the
advertisements of air conditioners, fans also which
help to make life comfortable.

11. Economy & Health
 Economy : This is a common theme in clearance sale
and bargain offers. This theme of advertising is
generally used to sale products of low value.
 Health : Drugs and food products are often advertised
with this theme, e.g., 'For energy and vigor use i.e-
Horlicks.'

12. Beauty & Parental
 Beauty: Often used in the theme of advertising
cosmetics, toilet soaps and perfumes, this instinct
appeals particularly to young men and women. For
instance 'Use Pears soap to keep the school girl
complexion'.
 Parental Affection: This theme of advertising is used
to advertise products meant for children, e.g. toys,
baby foods, baby dresses, tricycles, etc.

13. Fear
 Fear : Fear of death, accident, personal loss through
fire, burglary, etc., is used in the advertisements of
insurance, safety vaults, etc. The traffic police also
make use of this theme to caution people, e.g., 'Keep
off the road; shun the anguish of an accident'.

14. Achievement
 Achievement: Giant concerns use this theme in their
advertisements by emphasizing their contribution to
the national economy, e.g., 'H.M.T Time keepers to the
Nation'. There is a desire to imitate or emulate
distinguished people, e.g.', 'successful men all over the
world’

15. Patriotism & Curiosity
 Patriotism: Native firms use this instinct to induce
people to buy their products in place of imported
products.
 Curiosity : Human mind is basically inquisitive and
variety is the species of life. The eagerness for new
things is so strong that this theme can be used through
advertisement of new designs, styles, package, etc.

16. Is it time to change?
 Drive time have shifted from their “humorous” or
light-hearted advertising to ads designed to pull on
one’s heart or convey compassion and understanding.
 DriveTime entered the market with a series of ads that
were silly and good for a chuckle.
Well see for yourself.

18. Change the theme
 If you find out that humor isn’t working and you’re
audience isn’t connecting, you can change your
message. There are costs associated but you don’t have
to continue telling a story that doesn’t connect.
 DriveTime used emotional.
 these past few years have been a little rough
economically for lots of families so DriveTime went
worth were correct in changing their theme.
 Here is DriveTime’s new ad.

19. Cont…
 This company has switched to a different kind of
appeal in their message. They’re no longer using
humor but instead are attempting to connect on a
different emotional level. The ads aim to connect to
the heart by telling compassionate stories and how
each brand was able to help families in tough
situations. Consumers are then to make the leap that
these brands will help their family too because they
identified with the message.

21. References
 http://www.wisegeek.com/what-is-an-advertising-
theme.htm
 http://themarketingstylist.com/is-it-time-to-change/
 http://www.businessdictionary.com/definition/adverti
sing-theme.html
 http://advertising.knoji.com/themes-of-advertising/
 http://www.theexecutiveadvertising.com/advertising-
themes.aspx
 http://www.themelab.com/advertise/

22. Tanks you