LESSON SEVEN: APPEALS I

Another aspect to consider when talking about advertising is APPEALS.

Appeals are similar to "messages/images" used in ads, but keep in mind the difference. Appeals specifically influence the way consumers think  of a product or service.


Some advertisers categorize appeals according to 2 main categories: informational/rational appeals and emotional appeals.


Examples of ads using informational/rational appeals:

Examples of ads using emotional appeals:

                                                               Emotion: self-esteem & pride

                                                          Emotion: joy, sentiment, & pleasure


Some ads incorprate BOTH informational and emotional appeals: