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The approach used to attract the attention of consumers
and/or to influence their feelings toward the product,
service, or cause.
“Something that moves people, speaks to their wants or
needs, and excites their interest.”
The reasonable, practical and functional desirability of
a product or service to a potential consumer.
It is concerned with an appealing price point and with
highlighting the benefits of owning the product.
It encourages consumers to buy or to act on a cognitive
rather than emotional basis.
The rational appeal is widely used by small businesses to
fend off competition.
Advertisements based on such appeal
are highly informative, provides
information of product attributes or
features that can be used as the basis
for rational purchase decision.
Technical and high involvement
product often uses this appeal.
Example : Nexus 5
Competitive Advantage Appeal
Such appeal is used to compare the product with the
competitor's product directly or indirectly and
advertiser try to present his product superior then
competitor's product on one or more attributes.
Feature comparison between the Tata Vista and Maruti Suzuki
Note that , marketers often cleverly compare only those aspect
where their own brand is lading, often ignoring others.
In this appeal some type of news or announcements about
product or company dominates the advertisement.
This type of appeal can be used for new product or service
or to inform consumer of significant modifications or
Favorable price appeal
It makes the price offer the dominant point of the message.
Price appeal advertising used most often by retailers to
announce sales, special offers, or low everyday prices.
Price appeal ads are often used by national advertisers
during recessionary times.
BHARTI- AXA LIFE insurance in India stresses on the
low premium for the term insurance
Product / Service Popularity Appeal
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, or its leadership position in the market.
Type of advertising in which the copy is designed to stimulate one's emotions,
rather than one's sense of the practical or impractical.
Promotional activity aimed at highlighting emotional factors (such as
looks, status value, popularity) of a product, instead of the logical
or practical factors.
When copywriters use emotional appeal in advertising, they are attempting to
appeal to the consumer's psychological, social, or emotional needs.
The copy is written to arouse fear, love, hate, greed, sexual desire, or humor, or
otherwise create psychological tension that can best be resolved by purchase of
the product or service.
Aspects of Emotional appeal
1. Personal Appeal
Some personal emotions that can drive individuals to purchase products include
safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self
esteem, pleasure, comfort, ambition, nostalgia etc.
2. Social Appeal
Social factors cause people to make purchases and include such aspects as
recognition, respect, involvement, affiliation, rejection, acceptance, status and
Hallmark, AT&T, Kodak, and Oscar Mayer often create
commercials that evoke feelings of warmth, nostalgia,
and/or sentiment. See this MasterCard ad as an
Another reason for using emotional appeals is to influence
consumers’ interpretations of their product usage
One way of doing this is through what is known
as transformational advertising.
A transformational ad is defined as “one which associates
the experience of using (consuming) the advertised brand
with a unique set of psychological characteristics which
would not typically be associated with the brand
experience to the same degree without exposure to the
In many advertising
situations the decision facing
the creative specialist is not
whether to choose an
emotional or a rational appeal
but, rather, determining how to
combine the two approaches.
Building brand awareness and/or keeping the brand
name in front of consumers.
Products and services that have a seasonal pattern to
their consumption also use reminder advertising,
particularly around the appropriate period.
For example, marketers of candy products often increase
their media budgets and run reminder advertising
around Valentine’s Day, Diwali, Raksha Bandhan and
Designed to build curiosity, interest, and/or excitement
about a product or brand by talking about it but not
actually showing it.
They are used by marketer to draw attention to
upcoming advertising campaigns and generate interest
and publicity for them.