Persuasive/Advertising Appeals Genre of message appealGenre of message appeal Means of gaining attention, breaking through the clutterMeans of gaining

Persuasive/Advertising AppealsPersuasive/Advertising AppealsPersuasive/Advertising AppealsPersuasive/Advertising Appeals

• Genre of message appealGenre of message appeal

• Means of gaining attention, breaking Means of gaining attention, breaking through the clutterthrough the clutter

• Depends on goals, product, target audienceDepends on goals, product, target audience• Demographics & psychographicsDemographics & psychographics

• Keep persuasive goals in mindKeep persuasive goals in mind

• Some ads very creative but ineffectiveSome ads very creative but ineffective

Persuasive AppealsPersuasive AppealsPersuasive AppealsPersuasive Appeals

• Straight AnnouncementStraight Announcement• VO by announcer or DJVO by announcer or DJ

• Price, valuePrice, value• Very typical selling point for local adsVery typical selling point for local ads

• Informational/rationalInformational/rational• Facts about the productFacts about the product• List of benefitsList of benefits• Even gets out blood stainsEven gets out blood stains• Computer adsComputer ads


• DemonstrationDemonstration• Show audience how product worksShow audience how product works

• InfomercialsInfomercials

• Fitness gearFitness gear

•TestimonialTestimonial•Client speaks of product benefitsClient speaks of product benefits

•Jared of SubwayJared of Subway


• Emotion/sentimentalEmotion/sentimental• Inflated emotions related to the productInflated emotions related to the product

• HallmarkHallmark

• FearFear• Scare audience away from the product or behavior, Scare audience away from the product or behavior,

or toward itor toward it

• Just say noJust say no

• Baldness, hair restorationBaldness, hair restoration


• Celebrity EndorsementCelebrity Endorsement• Tie product image to famous personTie product image to famous person

• MJ & Jackie Chan for HanesMJ & Jackie Chan for Hanes

•UrgencyUrgency•Need to respond/act quicklyNeed to respond/act quickly

•Sale Ends Saturday!Sale Ends Saturday!

•2-days only!2-days only!

•Disney DVDs will not be available for 10 Disney DVDs will not be available for 10 years!years!


• HumorHumor• Associate humor with product imageAssociate humor with product image

• Often memorable, not always effectiveOften memorable, not always effective

• Bud - Wassup?!Bud - Wassup?!

• Office LinebackerOffice Linebacker

•Slice of LifeSlice of Life•Problem/solution in a story formProblem/solution in a story form

•Detergent, dandruff, slice and bake cookiesDetergent, dandruff, slice and bake cookies


• Dramatize Dramatize problemproblem• Then offer solutionThen offer solution

• Hertz - Hertz - Not exactlyNot exactly

• Diarrhea Diarrhea

• Employees fired for mistakesEmployees fired for mistakes

•Dramatize Dramatize benefitbenefit•As the solutionAs the solution

•Sprint - “Hear a pin drop”Sprint - “Hear a pin drop”


• Shock!Shock!• Jar audienceJar audience• Anti-drug/smoking PSAsAnti-drug/smoking PSAs

•SexSex•Associate product with sexual satisfaction / conquestAssociate product with sexual satisfaction / conquest

•Calvin Klein, cologne, Cosmo, MaximCalvin Klein, cologne, Cosmo, Maxim


• Before / AfterBefore / After• Demonstrate specific results of using productDemonstrate specific results of using product

• Grecian formula, weight lossGrecian formula, weight loss

•ImageImage•Associate product with some image, style, attitude… Associate product with some image, style, attitude… coolnesscoolness

•Product benefits, attributes are secondary to the imageProduct benefits, attributes are secondary to the image

•Cadillac, NikeCadillac, Nike

Documents

Persuasive/Advertising Appeals Genre of message appealGenre of message appeal Means of gaining attention, breaking through the clutterMeans of gaining