Download 4.1 appeals part 1

Advertising appeals and
execution style : persuasion technique
Diyah Ayu Amalia Avina
[email protected]
PERSUASIVE TECHNIQUE IN
ADVERTISING
• The persuasive strategies used by advertisers who want you to
buy their product
• can be divided into three categories
LOGOS
PATHOS
ETHOS
LOGOS :
an appeal to logic or reason.
• An advertisement using logos will give you the evidence and
statistics you need to fully understand what the product does.
• The logos of an advertisement will be the "straight facts" about
the product: One glass of Florida orange juice contains 75% of your
daily Vitamin C needs.
PATHOS : An appeal to emotion
• Sometimes, it is a positive emotion such as happiness: an image of people
enjoying themselves while drinking Pepsi.
• Other times, advertisers will use negative emotions such as pain: a person
having back problems after buying the “wrong” mattress.
• Pathos can also include emotions such as fear and guilt: images of a starving
child persuade you to send money.
ETHOS :
an appeal to credibility or character.
• An advertisement using ethos will try to convince you that the company is more
reliable, honest, and credible; therefore, you should “buy” its product.
• Ethos often involves statistics from reliable experts, such as : . a celebrity endorses
a product to lend it more credibility
What is advertising appeals?
• Advertising appeal can be defined as a marketing
technique that is aimed at influencing the way
consumers view themselves and how buying certain
products can prove to be beneficial for them
Advertising Appeals ?
• Advertising appeals are
designed in a way so as
to create a positive image
of the individuals who use
certain products.
• Advertising agencies and
companies use different
types of advertising
appeals to influence the
purchasing decisions of
people.
Advertising Appeals
Advertising appeals aim to influence the way consumers view
themselves and how buying certain products can prove to be
beneficial for them.
The message conveyed through advertising appeals influences the
purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy
certain products.
Advertising appeals are designed in a way so as to create a positive
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image of the individuals who use certain products.
Positive
Emotional
appeals
negative
Basic idea of
advertising
appeals
Rational appeals
Combination /
others
The definition often overlap ;
it’s not mutually exclusive
Transferring Ideas
and emotions
Ads focus on
Glittering
generalities
TRANSFERRING IDEAS AND
EMOTIONS
transferring ideas and
emotions from one thing
to another
• Ex:
•“Mint Fresh and get a
breath of springtime”
GLITTERING GENERALITIES
usually one word is
singled out,
and it sounds appealing,
but is
difficult to define
Ex: dignity, freedom,
fame, integrity, justice,
tasty, sensational
Execution
style
CREATIVE  APPEALS  EXECUTE the ADS
LOGICAL
RATIONAL
SCIENTIFIC
EVIDENCE
Personal Appeal
ADVERTISING
APPEAL
Social Appeal
EMOTIONAL
Fear Appeal
GREY AREA /
COMBINATION
Humor Appeal