Advertising Appeals Guide: Fear, Humor, Sex, Music & More

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1. The document discusses different types of advertising appeals including fear, humor, sex, music, rational appeals, and emotional appeals. 2. It provides examples of each type of appeal and discusses research on their effectiveness. For instance, sex appeals can increase attention but may interfere with understanding the message. 3. The document also covers how to effectively use different appeals and considerations for each one. For example, music appeals can gain attention but the music must fit the advertisement's message.

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

What is an Advertising Appeal? ,[object Object],[object Object],[object Object]

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

Fear Appeal ,[object Object],[object Object],[object Object],Eg:United India insurance

Fear Appeal ,[object Object],[object Object]

Humor Appeal ,[object Object],[object Object],[object Object],[object Object],Television Commercial Examples: Krack Jack

Sex Appeal ,[object Object],[object Object],[object Object],Axe -

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

Using Sex Appeals Effectively ,[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]

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]

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

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

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