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Guide to Advertising Appeals - The 7 Ad Appeals !plained The unwritten rule of effective advertising involves creating ads that appeal to people"s emotions# these appeals can be broadly categorized into fear# se!# humor# music# rationality# emotions and scarcity. These appeals are something that are e!perienced by everyone universally# regardless of race# financial stance or intelligence.Thin$ bac$ to an advertisement that you can remember# what appeal did it have% chances are it fit into one of the &magic 7& appeals# perhaps even using a mi!ture of the appeals. 'eedless to say the successful advertisement is not only the one you remember# but the one you remember in a positive light. (uccessful mar$eters are able to create advertisements customers favorably recall in memory... and we all $now positive attitudes lead to positive behaviors# such as consumers buying your product) *elow is a guide to using the appeals# highlighting both positive and negative conse+uences associated with using the advertising appeals. Fear Appeal - The first advertising appeal and perhaps the most effective to date# is the advertising appeal of fear. ,ear is an emotion that has e!isted as long as intelligible life has wal$ed the arth. ,ear advertising concentrates on emotional responses from customers to a perceived threat# typically severity and vulnerability. An e!ample of a fear appeal would be an advertisement for a &web hosting& company focusing on the severity of downtime e!perienced on the site and the customers vulnerability of losing business due to downtime. The Good - ,ear appeals tend to be very persuasive and are great for capturing peoples attention# such as an eye-catching advertisement of an in-ured car crash victim due to drin$ diving. The *ad - hard to gauge how much fear to use# too much and you can scare people away from your ads and too little fear and nobody will notice your ad. Sex Appeal - Another universal aspect of being human# se! has been used for years by mar$eters to capture attention of the se!es. The use of se! can be subliminal# se!ually suggestive# nudity or sensuality# ever notice how most people that appear in ads tend to be attractive% An e!ample of se!ual advertising is with the America"s 'e!t Top .odel T/ series# which has ads showing the girls in se!ually suggestive clothes to lure in male viewers to watch episodes. The Good - (e! is proven to cut through clutter# if your advertising in a busy time-slot using se! appeals will help your ad get noticed# this helps increase brand recognition The *ad (e! appeals can be provocative and may cause negative reactions with different cultures 0nonwestern1 and se! appeals are so prevalent nowadays that they no longer carry the 232-factor they once did. Humor Appeal - veryone loves to laugh and most people have negative attitudes towards advertising but positive reactions to humor# a consumer watching a humorous ad laughs# tells people the -o$e and remembers this greatly helps mar$eters. There are many memorable T/

ads that use humor to promote their brands# the 4ohn 2est (almon ad where a man fights a bear for salmon effectively leverages the humor appeal The Good 5 6um or is one of the best methods for cutting through advertising clutter as funny ads are more easily noticed by the increasingly time-scarce consumer# humor gets attention# stays in peoples memories and typically win awards The *ad - it is important that the -o$e does not overpower the brand or its associated motto# if people remember the -o$e but not the brand this is not effective. Advertisers must also be culturally aware as what is funny in one culture may be offensive in another. Music Appeal - .usic is something that everyone en-oys# music is something that is both personal and causes people to recall moments that are both good and bad in their life. .usic helps capture attentions and lin$ to the consumers emotions. An e!ample of music appeal is soft drin$ company 778 using the song "sunshine" by the 8artridge family# this helped resonate the message to their target mar$et. The Good - using a well $nown song can bring bac$ positive nostalgic memories in consumers causing them to have positive attitudes towards your brand# music"s intrusive nature means that people can still be attracted to the ad even if they are avoiding ads in general. The *ad - certain music can cause negative reactions in consumers if they relate to bad memories in the past. Rationality Appeal - The rationality appeal relies on consumers actively processing the information presented in the ad# this appeal is typically used in print media due to the consumers having more time set aside to read the advertising in this medium. Typically rational appeals focus on the practical# functional or utilitarian needs of consumers. 9ational appeals are typically used in advertising drugs or healthy lifestyle products li$e /itamins# such as recent ads by pharmaceutical company (wisse which used Australian :ric$et captain 9ic$y 8onting who asserted the individual vitamins to appeal to $nowledgeable consumers. The Good - rationality is great for high-involvement products and for *;* advertising The *ad - the rational appeal must be credible as false claims can cause negative brand attitudes. Scarcity Appeal - (carcity is based on limitations# typically this is in the form of limited time to purchase or limited supply. (carcity is often used with fear appeals# to help empower customers by missing out on a potential immediately negative event. Australian advertisers use scarcity appeal in cric$et memorabilia advertising# by offering The Good - scarcity is great for encouraging users to ta$e action# and is often effectively used with other promotions li$e coupons# sweepsta$es and contests The *ad - scarcity appeals must be genuine or consumers will harbor negative attitudes towards your brand. Emotional Appeal - Appealing to the emotions of consumers is an effective techni+ue for capturing attention and fostering attachments for a consumer to your brand# it is generally more effective to concentrate on positive emotions li$e happiness# -oy# trust and love. Typical industries that use emotions in their advertising copy are ban$s and insurance agencies who often center on optimistic emotions li$e happiness and -oy in an attempt to reconcile commonly held stereotypes of these industries as corporate mega powers. The Good - emotional appeals combine with nearly every appeal very effectively# can be the $ey to building up brand loyalty

amongst customer base The *ad - emotional appeals must match the target mar$et and current 89 history of the company# consumers are increasingly aware of advertising messages. <n summary# the seven appeals of advertising are useful to understand when in the beginning stages of creating an advertisement whether it be online or offline# building your advertisement around a given combination of appeals acts as a good starting point. (ome tried and tested combination"s of advertising appeals includes the combination of fear and rationality 0typically used in anti-smo$ing advertising1# and the use of music and emotion generally are a good basis for any advertisement. <n the end the appeals should be ta$en into consideration with other factors# namely your organizational mar$eting ob-ectives# media strategy# target mar$et ma$eup and brand strategy. <f for e!ample your organization is a local newspaper that caters to a demographic of => and above# and its loo$ing to improve its brand loyalty by e!pressing its concern and care for the local community# a emotional or rational appeal would be most appropriate in helping you reach your mar$eting ob-ective of brand loyalty with your target mar$et.

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.oral Advertising

Today# advertisements have turned out to become Can authority in societyD. Advertisements tell consumers many things. They show us how to have an image for a modelE to but something# use it# and then buy something else to substitute it with. :onsumers also learn from advertisements that they can purchase success# happiness and love when buying the goods and services being advertised. (o now# advertisements have the responsibility of educating consumers and being part of their family 0GFn ,.#ABBB# ?G-H;1. Iue to this role that advertisements have developed in our society# ethical e!amination has emerged. Understanding of Morals and Ethics .orals and ethics are similarly ali$e when it comes to their theory and practice. thics refers to the right action and the one which conveys more good# whereas morals specify carrying out these right actions. Going against ethical principles would be indicating CimmoralD behavior 02i$ipedia 2ebsite1. According to 2illiam ,ran$ena 0AB7G1# ethics are a group of moral principles aimed at improving the safety and welfare of the society. 6e summarized these principles to CbeneficenceD 5 transmitting good and C-usticeD 5 being reasonable. .oreover# philosopher Geoffrey 2arnoc$ 0AB7A1# indicates four standards which that are seem to be suitable for advertisingE beneficence# non-malfeasance 5 no damaging# no dishonesty# and no pre-udice 0Jin$han# ABB=1. <t is the -ob of advertisers and their agencies to ta$e numerous decisions concerning morals. A way to recognize the ethics of advertising is to categorize the advertising practices# for e!ample subliminal advertising# that have destructive conse+uences for the public. These practices ma$e it harder for people to choose between the groups of morals. These moral decisions are made easier for consumers when they use ways such as their individual conscience# the strategy of the company# standards of the industry# rules or regulations by the government# and even their own religion. <n the 7nited (tates # the ,ederal Trade :ommission is the main regulatory body that is in charge of investigating topics concerned with -ustice and e+uality in advertising 0Jin$han# ABB=1. Ethics in Advertisements The results of a +uestionnaire conducted in a report by 6yman et al. which included members of the American Academy of Advertising members show that the vital matters concerned with advertising ethics were as follows: A1 dishonest in advertisements# ;1 advertising to the children# G1 advertising of tobacco# =1 advertisements of alcoholic beverages# ?1 unconstructive political advertising# H1 ethnic stereotyping# and 71 se!ual stereotyping 0Jin$han# ;>>H1. Throughout the last several years# the concern of management to enhance the ethical +uality of the choices made by the business has increased. The +uestion is why have managers let unethical business actions to wea$en relations between the consumers# suppliers# and employees% A reason for not allowing ethical principles to act in the decision ma$ing of management and mar$eters is due to the deficiency of the perspective they have of how consumers obtain and why they prefer specific moral values. 'early everyone