ADVERTISING APPEALS
Advertising is a form of non-personal communication about a product, service, organisation, or idea by an identi¿ed sponsor. At its core lies advertising appeal which is used to: grab the attention of the consumers, effectively inÀuence their feelings and change their attitude in favour of the advertised product/service. Appeal is concerned with the context that consumers feel with the ad. Creating such an appeal encompasses understanding what the consumers want or need and what excites them.
Advertising appeals are communication strategies that marketing, and advertising professionals use to grab attention and persuade people to buy or act. In rhetorical theory, the concept of an “appeal” dates back to Aristotle, who identi¿ed the three main appeals of communication (also known as the rhetorical triangle): ethos, pathos, and logos, or, in modern language, credibility, emotion, and logic. The main concept was that if something can project itself as credible(ethos), then it may persuade people. Also, if there is emotions (pathos) or logical reasoning (logos) attached, people can be persuaded to act. Advertising appeals to people because it is credible, it affects the emotions of the consumer, or it makes logical sense.
Importance of Advertising Appeals
The appeals in advertising attempt to inÀuence the buying behaviour of a consumer, rationally or emotionally. Appeals play an important role in persuading people to want a particular commodity or changing their wants from one to another. As a matter of fact, appeals act as a bridge between the wants of the consumers and the product or service.
Appeal is the central idea around which the advertisement is created. Salient features of the product or service are called appeals in advertising. 0. 6atyanarayan de¿nes advertising appeals as, ‘the earnest representation made by an advertisement about certain quality, service or feature or fact which forms the keynote or theme in advertisements”. Often called the unique sales proposition or USP, appeals ignite the will of the prospective buyers to purchase and acquire the product or service. It can arouse desire and induce action on the part of the customers.
Advertisement appeals are usually directed towards the buying motives of consumers. The selection of theme or appeal is usually made by means of consumer study and research. Generally, the appeals of advertisements are based on human emotions, feelings, sentiments, needs, etc
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