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ADVERTISING: Articulating the Message LESSON 6 Message Appeals A message appeal refers to the approach used to influence consumers’ attitude toward the product, service, or cause. Hundreds of different appeals can be used as the basis for advertising messages. We concentrate on five broad appeals: Rational appeals, emotional appeals, fear appeals, humour appeals and combined rational and emotional appeals 1. Rational Appeals Focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand 2. Emotional Appeals Relate to the customer’s social and/or psychological needs for purchasing a product or service 3. Fear Appeals Used by ads to evoke this emotional response of fear and arouse individuals to take steps to remove the threat 4. Humour Appeals To attract and hold consumers’ attention 5. Combined Rational and Emotional Appeals 1. Rational Appeals -Feature appeals: Focus on the dominant traits of the product or service -Comparative appeals: Directly or indirectly names a competitor(s) in an ad and compares one or more specific attributes 1. Rational Appeals -Favourable price appeals: Makes the best price offer the dominant point of the message -News appeals: Some type of news announcement about the product, service, or company dominates the ad 1. Rational Appeals -Product/service popularity appeals: Stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it , the number of experts who recommend it and/or its leadership position in the market (E.g. #1 dermatologist approved acne cream) -Reminder appeal (also seasonal): Builds brand awareness and/or keeps the brand name in front of consumers and sometimes specific products especially for a season 2. Emotional Appeals Bases for emotional appeals: Personal states or feelings Social-based feelings Emotional integration (defn) Brand associations 3. Fear Appeals Relationship between fear levels and messages acceptance (persuasion) Four cognitive appraisal processes that mediate the individual’s response to the threat 4. Humour Appeals Best remembered of all advertising messages and most talked about (“Did you see the commercial about the...?”) Disadvantage: Not every product or service lends itself to a humorous approach 5. Combined Rational Appeals and Emotional Appeals Consumer purchase decision often based on both appeals Emotional bonding technique Teaser advertising: (defn + picture or example) Extra: Source Characteristics Source: the person involved in communicating a marketing message either directly or indirectly Direct source: (defn) Indirect source: (defn) Source Characteristics Credibility: (defn) Internalization: (defn) Spokespeople: (defn) Endorsements: (defn) Sleeper effect: (defn) Attractiveness: (defn) Similarity: (defn) Familiarity: (defn) Likability: (defn)