Assignment on Mass communication and media studies
The importance of various appeals in the
advertising
Name :- Hetal chauhan m.
Roll
no : 14
Year :
2017-2019
M. A. : Sem
:4
Paper no :15, Mass Communication and Media Studies
Email Id: hetalchauhan137@gmail.com
Submitted To:. Department of
English,M.K.B.U
The importance of various appeals in the
advertising
= Meaning
In Latin, ad vertere means “to turn toward”.
Advertising is a form of communication used
to persuade an audience (viewers, readers or listeners to take some action with
respect to products, ideas or services.
= History
In past and present to this day in many parts of Asia, Africa and south America
the ads were covered on stone. The tradition of wall painting can be traced
back to Indian rock art paintings that date back to 4000 BCE. In 18th century
advertisements started to appear in weekly newspaper in England. Barratt from
London has been called the father of modern advertisement. One of his slogans,
“Good morning, Have you used pears soap?” was famous in its day. And in the
20th century under Barrat’s guidance, became the world ’s first legally
registered brand.
Advertising was also as a
vehicle for cultural assimilation, encouraging workers to exchange their
traditional habits and community structure in favor of a shared modern
lifestyle. At the turn of the 20th century there were few career choices for
women in business but the advertisers and agencies recognized the value of
women’s insight during the creative process. The first American advertising by
a sexual sell was created by a women for a soap product.
Advertising messages are usually paid form by sponsors. Advertising is viewed
via various mass media such as newspaper, magazines, television commercial
radio advertisement, outdoor advertising or direct mail; or new media such as
websites and text messages.
Indian ads start with hawkers. Concrete advertising advertisement are-
It is directed towards
increasing the sales of business.
Advertising is a paid
form of publicity
It is non-personal.
They are directed at a mass audience and nor at the individual as is in the
case of personal selling.
Advertisement is
identifiable with their sponsor of originator which is not always the case with
publicity or propaganda.
= Benefits or Importance of Advertisement
-Advertisement increase the knowledge of
the consumers.
-With the help of advertising, Consumers
find and buy necessary products without much waste of time.
-Advertising stresses quality.
-Large scale production enables the seller
to sell it at lower price.
-It provides an opportunity to the customer
to compare the merits and demerits of the product.
-Consumer gets the knowledge of new
products.
-Modern advertisements are highly
informative.
-In short advertisements tell consumers
what to buy.
According to the late president of America, Mr Roosevelt—
“Advertising brings to the greatest number of people actual knowledge
concerning useful things: it is essential a form of education and the progress
of civilization.”
The cheap production of newspapers is possible only through the publication of
advertisements in them and thus it sustains the press too.
Various media of advertising are press, cinema, newspaper, TV, radio, magazines
and Internets.
Advertising Appeal
Advertising uses appeals as a way of persuading people to buy certain products.
The most important types of advertising appeals include emotional and rational
appeals.
1)
An Emotional Appeal:-
Emotional Appeal is related to an individual’s psychological and social needs
for purchasing certain products and services. Emotional appeal includes—
-
Personal Appeal
This appeal deals with some personal
emotions like safety, comfort, fear, love, humour, joy, pride, self-esteem etc.
-
Social Appeal
Social factor cause people to make purchases and include aspects such as
respect, rejection, acceptance, status etc.
- Fear
Appeal
The fear is created regarding beauty, health and insurance. Moderate level of
fear can prove to be effective.
2)
Humour Appeal:-
This
appeal is used in about 30% ads. Humour is one of the best devices to attract
the viewers attention.
3)
Sex Appeal:-
This is an important appeal as it raises the curiosity of the audience. Product
appears interesting for the viewers but it should be used carefully otherwise
it brings side effects.
4)
Music Appeals:-
One’s favourite song may tempt the person buying the product. It helps catching
attention and increasing customer recall.
5)
Scarcity Appeal:-
They are based on limited supplies or limited time period for the
purchase of the product.
6)
Rational Appeal:-
Such appeals emphasize the characteristic and features of the product and the
service and how it would be beneficial to own or use the particular brand.
7)
Masculine Feminine Appeal:-
This appeal aims at the creation of the perfect person. It affects cosmetics or
beauty products or clothing.
8)
Brand Appeal:-
This appeal is directed towards people who are brand conscious and wish to
choose
products to make a brand statement.
I am suppose to discuss some appeals in
detail from here. They are
- Snob
Appeal
-
Adventure Appeal
- Less
than perfect Appeal
-
Romance Appeal
-
Emotional Words/ Sensitivity Appeal
- Youth
Appeal
-
Endorsement Appeal
- Play
on Words
-
Statistics Appeal
- Plain
Appeal
-
Bandwagon Appeal
9)
Snob Appeal:
Snob appeal could either be one of the most blatant or the most subtle of the
approaches. Testimonials are sometimes based on snob appeal to identify with
the famous person endorsing the product. This appeal’s ad is a type of
advertisement that highlights the exclusivity of the product, thus creating
desirability. It markets to the consumer’s sense of superiority or
individuality. Snob appeal creates envy or desire for products that are termed
top of the line or that have considerable qualities of luxury, elegance
associated with them. For eg. Raymond, Taj tea, Levies.
10) Adventure Appeal:-
This
adventure appeal is directed towards giving the impression that purchasing a
product will change the purchase’s life radically and fill it with fun,
adventure and action. This type of advertisements are loved by the children and
college going students, teenagers and youth. This type of ads are sometimes
based on stunts. Advertiser take precaution by displaying warning along with
the advertisement. For ex. Mountain Dew, Thumbs Up.
11) Less than perfect Appeal:-
This ad attract a person who has some inadequacies. The advertiser makes the
viewer somewhat unattractive or a person with lack of personality. This ad
attract them making them more dissatisfied with their present condition. This
type of ad appeals are used in cosmetic and health industries. For ex. Fair n
Lovely
12) Romance Appeal:-
These ad shows the attraction between man and woman. The appeal is used to
signify that if a person purchase a particular product it will have a positive
impact on the opposite sex. It suggests that their life will fill with romance.
Companies of fragrances automobiles etc use this type of ads. For ex. Parasute
body lotion, Axe body spray.
13) Emotional Word/ Sensitivity
Appeal:-
Emotional words or sensitivity appeal are used in order to drive at and
influence the sensitivities of consumers. The appeal seek to impart certain
feelings in the audience so that they will act in a certain way. It can be more
powerful than logical arguments in some situation. There can be drawback if the
audience sense something inauthentic. They may react negatively.
14) Youth Appeal:-
The advertisement that reflect youth giving aspects or ingredients of products
use these types of appeals. Cosmetic products tobacco products etc make use of
these appeals. Flavoured tobacco and cigar companies attract youth. For ex.
Tata tea, Blood donate.
15) Endorsement Appeal:-
The celebrities and well known personalities often endorse certain products and
their pitching can help sale. A celebrity endorsement can help build trust with
current and potential customers. The endorsement appeal attract a new type of
audience. Retail product’s endorsement brings trust and credibility. Favourite
celebrities and famous persons attract the fans to buy the product. For ex.
Idea, Revital.
16) Bandwagon Appeal:-
This appeal is used to signify that since all are doing something the viewers
should be a part of the crowd. This type of appeal towards the popularity
aspect or coolness aspect of a person using a particular product. For ex. “Sab
ki pasand Nirma.
17) Play on Words:-
The produces are always in search of one or the other way to sell their
products in more effective way. They bring interesting words in the ad display.
Ads make effective use of catch phrases to convey the message. Such appeals
help in brand recognition and recall and can be quite popular with the youth in
particular. For ex. Ghadi detergent.
18) Statics:
The advertisements are
made to attract buyers. If the numbers of users having trust on the product or
such information is displayed in ad its quite beneficial. Ads use statistics
and figures to display aspects of the product and especially its popularity.
For ex. Clinic Plus, Fair n Lovely.
19) Plain Appeal:-
This type of ad is very simple. They take illustrations from day to day life
involving the people’s emotions and their knowledge. These ads bring ordinary
people to use the product. For ex. Red label tea, Everest Masala.
Ads are of many types. Ads making is not easy. One has to take care of many
aspects that effect the purchase. Ad teaches lots of things but sometimes it
passes wrong messages to the buyers especially children and youth. Some people
who can’t afford are tempted to live in the way they see in ad. To do so they
use wrong means. But overall ads are advantageous in many ways.
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