Download 4.1 appeals part 4

Appeals : next
step..(2)
SPIRITUAL APPEALS
• Focus on meaning and
value
Bribery Appeals
• Bribery seems to give us
something desirable
(sales promotion
technique) :
• “Buy one, get one
free.” • This technique plays on
people’s acquisitiveness
and greed.
• Unfortunately, there is no
free lunch.
SCARCITY APPEALS
• Scarcity appeals are
based on limited
supplies or limited
time period for
purchase of
products and are
often used while
employing
promotional tools
including
sweepstakes,
contests etc.
Slice of life
• Daily live of ordinary
people :
• Ex :
• Woman – do laundry –
tired – need of beauty
WARM AND FUZZY
• Using sentimental
images (especially
families, kids and
animals) to sell
products.
PLAIN FOLKS.. (SIMPLE LIVING)
• appeals to simple living
• (ex: old-time mom and pops;
country folk)
• Identifies product/idea
witha locality or country•
Practical product
forordinary people.
BRAND APPEALS
• Is directed towards
people who are brand
conscious and wish to
choose particular
products to make a
brand statement.
LIFESTYLE
• HOW product related
with life style
BE A HERO
• For people
concerning
positive value.
• Plays into your
need to help save
the planet, give to
charity or help find
a cure for a
disease.
HEALTH NUT
• Claims the product to
be good for
you…which is a matter
of opinion!
FANTASY
• Created fantasy life
around product and
users.
• Ex :
• cococrunch :
chocholate rain
• Cocacola fantasy land
MOOD AND IMAGE
• Creating image of the brand
• Focus on people’ s mood =
beauty, happy, calm, charm
DEMONSTRATION
• Illustrating product
performance ,
• Show how to use a
product
• Show the direct benefit
• Ex : DRM happy call
PATRIOTISM
• Purchase will display
loveof country.
• • Person will financially
helpthe country.
TIMELY ADVERTISING
• It touches on topics of a
timely nature.
• It makes the
advertisement, more
sense and memorable.
• E.g. Christmas specials,
Valentine Day offers etc.
SERIAL
• Has several episodes
• Creating awareness and
curiousness for the next
episodes or conclusion
of the story
• Ex : ponds serial
TEASER
• Tease people with
ambiguous message in
the beginning of ads
series (doesn’t identify
any product)  Reveal
the secret in the end of
campaign
• Usually for launching
new products
REPETITION
• The name of a product
is repeated many times.
• Repetition drives the
message home many
times.
• Even unpleasant ads
work if they are
repeated enough to
pound the message into
our skulls.
SCALE
• Advertising a product
as bigger or smaller
than real life.
CATCHY PHRASING (SLOGAN)
• A catchword or phrase
loaded with emotion
• Often sells through
repetition
• Clever and easy to
remember
• Often a melody you already
know
• Maybe she’s born with
it....
CATCHY IMAGE/ VISUAL ARTS
• Uses beautiful,
intriguing, colorful
images to catch your
attention.
SUBLIMINAL MESSAGES ?
• This advertising appeal
makes use of subliminal
messages, which are
intended to be perceived
subconsciously.
• They are perceived at a
subconscious level.
• ON DEBATE!!!