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The unwritten rule of effective advertising is to create ads that appeal to people’s emotions. These appeals can be broadly categorized into fear, sex, humor, music, rationality, emotions, and scarcity. These attractions are something universally experienced by everyone, regardless of race, financial position, or intelligence. it’s likely to fit into one of the “magical 7” appellations, perhaps even using a combination of the appellations. It goes without saying that the successful ad is not just the one you remember, but the one you remember in a positive way. Successful marketers can create ads that customers favorably remember…and we all know that positive attitudes lead to positive behaviors, like consumers buying your product! Below is a guide to using the resources, highlighting the positive and negative consequences associated with the use of advertising resources.

appeal to fear – The first advertising resource and perhaps the most effective to date is the fear advertising resource. Fear is an emotion that has existed since intelligible life has walked the Earth. Fear advertising focuses on customers’ emotional responses to a perceived threat, usually severity and vulnerability. An example of a fear appeal would be an advertisement for a “web hosting” company that focuses on the severity of downtime experienced on the site and the vulnerability of customers to losing business due to downtime. Good to Fear appeals tend to be very persuasive and are great for grabbing people’s attention, like an eye-catching advertisement for a car accident victim injured because she took a dive under the influence of alcohol. The Bad: It’s hard to gauge how much fear to use, too much and you can scare people away from your ads and too little fear and no one will notice your ad.

sexual attraction – Another universal aspect of being human, sex has been used for years by marketers to capture the attention of the sexes. The use of sex can be subliminal, sexually suggestive, nudity or sensuality, have you noticed how most of the people who appear in the ads tend to be attractive? An example of sexual advertising is the television series America’s Next Top Model, which has advertisements showing girls in sexually suggestive clothing to entice male viewers to watch episodes. The Good: Sex is proven to remove clutter, if your advertising in a busy time slot using sex appeal will help your ad get noticed, this helps increase brand recognition. The Bad: Sex appeals can be provocative and can cause negative reactions with different (non-Western) cultures and sex appeals are so prevalent today that they no longer have the WOW factor that they once did.

humor appeal – Everyone loves to laugh and most people have negative attitudes towards advertising but positive reactions towards humor, a consumer who sees a humorous advertisement laughs, tells the joke to people and remembers that this helps a lot to the marketers. There are many memorable TV commercials that use humor to promote their brands, the John West Salmon commercial where a man fights a bear over salmon effectively capitalizes on the appeal of humor. The Good: Humor is one of the best ways to cut through clutter like funny ads. are easier to notice by the increasingly time-pressed consumer, humor grabs attention, sticks in people’s minds, and often wins awards The Bad: It’s important that the joke doesn’t dominate the brand or its associated tagline , if people remember the joke but do not mark it, this is not effective. Advertisers must also be culturally aware, as what is funny in one culture may be offensive in another.

musical appeal – Music is something that everyone enjoys, music is something personal and makes people remember good and bad moments of their life. Music helps grab attention and link consumers’ emotions. An example of musical appeal is soft drink company 7UP using the Partridge family song ‘sunshine’, which helped resonate with their target market. The good: Using a familiar song can bring back positive nostalgic memories in consumers, leading to positive attitudes towards your brand. The intrusive nature of music means that people can still be drawn to the ad, even if they avoid ads altogether. The bad: Certain music can cause negative reactions in consumers if it is related to bad memories from the past.

appeal to rationality – The resource of rationality is based on consumers actively processing the information presented in the advertisement, this resource is usually used in print media because consumers have more time to read advertising in this medium. Rational appeals generally focus on the practical, functional, or utilitarian needs of consumers. Rational appeals are typically used in advertising for drugs or healthy lifestyle products such as vitamins, such as recent advertisements by the pharmaceutical company Swisse that used Australian Cricket captain Ricky Ponting who claimed that individual vitamins appeal to informed consumers. The Good: Rationality is great for high-engagement products and B2B advertising. The Bad: Rational appeal must be believable, as false claims can cause negative attitudes toward the brand.

scarcity appeal – Scarcity is based on limitations, usually in the form of limited time to buy or limited supply. Scarcity is often used with appeals to fear, to help empower clients in missing out on an immediate potential negative event. Australian advertisers use the lure of scarcity in cricket merchandise advertising, offering The Good: Scarcity is great for encouraging users to take action, and is often used effectively with other promotions such as coupons, sweepstakes and contests. The Bad: Scarcity lures must be genuine or consumers harbor negative attitudes toward your brand.

emotional appeal – Appealing to the emotions of consumers is an effective technique to capture the attention and foster the attachment of a consumer to your brand, it is generally more effective to focus on positive emotions such as happiness, joy, trust and love. Typical industries that use emotions in their advertising copy are banks and insurance agencies, which often focus on optimistic emotions like happiness and contentment in an attempt to reconcile common stereotypes of these industries as corporate megapowers. The good: emotional appeals are combined with almost all appeals very effectively, can be the key to building brand loyalty among the customer base The bad: emotional appeals must match the target market and current history of the company’s public relations, consumers are increasingly aware of advertising messages.

In short, the seven appeals of advertising are helpful in understanding when in the early stages of ad creation, whether online or offline, building your ad around a given combination of appeals acts as a good point. of departure. Some proven combinations of advertising appeals include the combination of fear and rationality (typically used in anti-smoking advertising), and the use of music and emotion are generally a good basis for any advertising. In the end, appeals need to be considered along with other factors, namely your organization’s marketing objectives, media strategy, composition of the target market, and brand strategy. If, for example, your organization is a local newspaper serving a 40+ demographic, and seeks to enhance brand loyalty by expressing concern and care for the local community, an emotional or rational appeal would be most appropriate. to help him. Reach your brand loyalty marketing goal with your target market.

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