Advertising Appeals

Advertising Appeals

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How those high-priced ad agencies mess with your mind.

Advertising cannot create a need for a product or service, because as humans we have the basic needs of food, clothing and

shelter. There are some other things that make life a whole lot nicer, though, and advertising can create a desire for certain products

and services through the appeals they use to persuade you to part with your money.

* Transfer or Masculine/Feminine Appeal. The key to the ad is atmosphere. It creates an impression of a "perfect person". You

see the "perfection" in the ad, and the message you get is that you will "transfer" the qualities to yourself. Examples: Nike--makes

you more athletic; Cover Girl--makes you more beautiful.

*Desire for Possessions. The ad makes people want to buy or choose a particular product over another. Brand recognition/

preference, as in Rolex over Timex, Levis over Roebucks.

*Luxury and Elegance/Snob Appeal. Creates a feeling of envy or desire for this "fine" product. Grey Poupon. Pollaner's All Fruit.

*Search for Adventure. Ad gives the impression that buying the product will change your life, fill it with action and adventure. The

ad tries to unsettle the viewer. 4-Wheel Drive vehicles.

* Too Fat/Too Thin/Less than Perfect. Ad tries to get consumers to change by making them dissatisfied with how they look. (Do

you have wrinkles? Are you 10 pounds overweight?)

*Loving Couples/Romance. Ad reveals an attraction between the sexes. Extension of masculine/feminine. Buy this product and

you'll have the opposite sex swarming all over you. Fragrances, automobiles, cosmetics, and even products you would never

associate with sex appeal, such as flour.

*Emotional