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How can you grab the attention of your audience and make your ads stand out from thousands of others? There are two main categories of advertising appeals you should consider: emotional appeals and rational appeals. Rational appeal advertising, on the other hand, uses facts, logic, or reasoning to determine people to take action. To understand how specific types of appeals from both of these categories work, have a look at the following examples. By incorporating humor in your ads, you can create memorable, positive experiences for your audience, while also increasing the chance that your message will spread organically. Image Source.

The general feeling of sexual appeal advertising should lean towards sensuality rather than vulgarity. Perfume and lingerie brands use this appeal quite often.

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You can use music to create an advertisement that amplifies the emotional appeal imagery. This Super Bowl commercial from Audi is an excellent example of music giving an ad the boost it needs to become truly remarkable.

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Moreover, the way this classic song completes the nostalgic atmosphere of the commercial, as well as its theme, makes it the perfect choice. Personal appeal advertising connects with people on a human level, using a variety of emotions.

These ads usually have to do with family or other human-to-human interactions. The personal appeal is a good choice for humanitarian organizations trying to get people to donate to their cause. The example below shows a campaign from Feed SA, a non-profit organization that operates food programs in South Africa. By pasting images of impoverished children on the bottom of shopping carts, they helped raise awareness about world hunger through empathy.

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Romantic appeal ads are built around warm feelings that are typically associated with being in a relationship, such as joy and belonging.

Adventure appeal ads help audiences break away from the mundane and promise them new and exciting experiences.

They are typically used by outdoor clothing, travel, and car companies, and often depict extreme sports, nature landscapes or dangerous territories. Usually, ads employing this appeal are targeted towards an older audience, offering them a way to look or feel younger than they truly are.

You can easily spot this emotional appeal technique in ads promoting anti-aging beauty products, where younger-looking models attribute their good looks to these products.

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In this funny ad, Centrum takes a more realistic approach to the youth appeal. They admit that the effects of aging on our appearance cannot be avoided and suggest consumers invest in products that make them feel young on the inside.

Types of Advertising Appeals \u0026 Great Examples of Top Brands Using Them - How Leading Brands Use Ads

Most people want to have an active social life-make friends, belong to a group and feel included. The emotional appeal you can use to speak to this need is the social appeal. Brands like Budweiser, Heineken, or Coca-Cola are well-known for their commercials showing people coming together for family dinners, major sports events, or celebrations. These companies connect the beverages they are promoting to these friendly gatherings so the consumer will too.

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People are more inclined to buy certain products if they think everyone else is doing it. They either assume that for a product to earn its popularity, it must be good, or they simply want to be a part of the latest trend.

A significant advantage of using this type of advertising appeal is its snowball effect. The more people buy your product, the more popular it becomes, which in turn brings you even more customers.

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Even campaigns that start off slow can eventually become huge. This type of banner celebrating the number of followers uses the popularity appeal and is very common on social media. Brands often partner up with celebrities to give their products more credibility. But remember, endorsements work only if the celebrity is loved by your target audience.

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Big fashion names like Dior, Yves Saint Laurent, Gucci, or Chanel use various celebrities as the face of their clothing, perfumes, and cosmetics lines.

But standard products have also seen their fair share of celebrity endorsements. For example, here is actress Sofia Vergara promoting diet Pepsi. If you have a strong brand, you can leverage it to attract customers. People are often looking to purchase brand-name products, even if these are not necessarily better than their generic alternatives.

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Apple is known to use this type of advertising appeal to promote its iPhone. The iPhone ads are often minimalistic and rely exclusively on the notoriety of the brand.

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The status appeal speaks to consumers who want to identify themselves with a higher class, which is why it is also known as the snob appeal. It is generally used to promote high-end products like handbags, wats, or cars.

College work 5 Sexual Appeal One of the best known advertising appeals is that sex sells. People use sexy models and "sexy" product shots that will make the viewer emotionally excited. From Victoria's Secret to Hardees, brands have used unabashed sex appeal to sell products and services Sex is an effective way to grab attention, but overusing it might turn people away. Moreover, ads explicitly objectifying the female or male body are frowned upon. The general feeling of sexual appeal advertising should lean towards sensuality rather than vulgarity. Perfume and lingerie brands use this appeal quite often

Balenciaga employed this appeal in its Spring campaign. To evoke status and exclusivity, the company mimicked paparazzi shots. Potential appeal ads show people how much better their life can be if they use certain products.

They inspire hope and motivate consumers to make changes to their current lifestyle. Sometimes, the potential appeal is amplified by a less-than-perfect before image.

Appeals utilizing overt sexual information are common in mainstream consumer advertising. Sex appeal is pervasive in advertising and is used with increasing frequency. As advertisersseek out ways to break through clutter and draw attention to their messages, the use of sexually oriented appeals have been used as a communication technique Sex appeals in advertising 1. SEX APPEAL IN ADVERTISING By: lsea Moss 2. Advertisements use sex appeal to create brand recognition, brand loyalty, and influence consumers to purchase products or services Herbel Essence is a prime example of an advertisement that uses sex appeal to try and reach it's audience The Sex Appeal is one of roughly twenty advertising strategies that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. The Sex Appeal lures audiences by appealing to their sexual desires and fantasies

Fitness products use this in their campaigns, but it can be seen as insensitive. Here is an ad from Adidas, which motivates people to keep running while keeping it positive.

An excellent rational advertising appeal example is the problem-solution appeal. Ads employing this appeal promise to relieve people of the headas caused by various recurring issues. It puts the main focus on the issue, using most of the space to bring it to the attention of the audience. Then, it suggests a simple solution at the bottom-buying a shoe cabinet. Statistics are another useful form of rational advertising appeals. Statistic appeal advertising uses numbers and scientific facts to prove to the customer that a product presents certain advantages over other alternatives.

In this ad, Popchips promotes its low-calorie chips by comparing them to two other common types of chips on the market. It promises consumers they can eat more and stay within the calorie limit, without suffering the unhealthy effects of fried chips or the bland taste of kettle chips.

People trust peer reviews.

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Some even spend hours reading through them before making a purchase. Testimonial appeal advertising can help you show potential buyers that others are happy with their purchase.

The fact that this message comes from regular people, not from the company itself, makes it more credible. Here is a testimonial appeal advertising example from Big Train, a B2B company selling drink bases for coffee shops. You can use scarcity appeal advertising to increase the perceived value of a product.

People are willing to spend more on products that are rare because of the feeling of exclusivity associated with owning these products. Also, limited edition items or offers that will be available for a specific time frame have people rushing to make the purchase out of the fear of missing out.

Starbucks employs the scarcity appeal every year when it releases its limited-edition seasonal drinks. SlideShare Explore Search You. Submit Search. Home Explore.

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Two print ads were used, one with sexual appeal and the other with no sexual appeal, showing a beautiful clean nature. The findings showed that the use of sexual appeal does affect attitude towards Unfortunately, sex still sells jeans like crazy, yet escessive use of sex appeal in ads is frowned upon. Here is an example of sex appeal used in advertising: Company: Giorgio Armani. Type of advertising appeal: Sex appeal - become a sexually attractive woman. Pros: The ad is sensual and it draws the attention of both men and women. Cons: It perpetuates gender stereotypes and shows Here are some such sexist ads which will make you uneasy: 1. This beer brand which boasts of being light and hints at how that helps men stay away from fat women

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