5 Most Common Appeals Used In Advertisements

Advertisements are an integral form of promotion in marketing. Advertisements come in various forms of media like print, audio or video. But there has been a monotonous nature in the kinds of advertisements too. The advertisements more or less use the same ingredients to appeal to the masses. Here we enlist the five most common appeals used in advertisements.

  1. HUMOR: Most of the advertisements sell on the lines of humor. Humour is the strongest emotion to sell a product because such an ad adheres to the mind of the consumer and stands out distinctly among all other ads too. Also, humorous ads create a buzz in marketing because everyone tends to show and share humorous ads in their social circles. If you have seen the famous Chlormint ad with the “Dobara Mat Poochna” tagline, you can observe that all ads of the product come with a significant humour content, one of which features Salman Khan and Sohail Khan too!

2. FEAR: An unpleasant emotion like fear is often seen as an appeal in most ads where the marketeers create pseudo-emotions of danger, threat or pain in the minds of consumers due to which they feel a kind of dependency on the product which ensures its buying. Such ads focus more on the effect induced if the people are devoid of the product. We notice how efficiently fear is inbuilt in the ad for “Ceat tyres” where a couple just escapes a major accident due to the fact of having reliable “Ceat tyres”.

3. HOPE: The most profit is made by the marketeers by creating an optimistic attitude in the consumer towards their product. Often the strategy is to make the consumer buy the product again and again till he sees positive outcomes. We can observe various fair and lovely ads. First, they created the hope of gradual fairness in the minds of female consumers. Gradually, they started suggesting the increase of frequency of usage of the product for a faster result. It played really well in its target consumer segment because the underlying appeal was very strong.

4. ADVENTURE:  Appeals of adventure is mainly featured in the ads for the products aimed at the youth. The bold, unusual experiences and activities undertaking risks entice the consumer to figure out the bold side in his own personality and associate the product with his own self. They sell it on the grounds that the product and the person share a likeliness which favours more and more market share. Best players in adventure ads are Thums Up with the tag line- “Taste the thunder” and Mountain Dew with the Tag line- “Darr k agey jeet hai”.

5. SEXUAL: The sexual appeal is found in the ads that intend to convey concealed meanings. Such ads secretly convey their products’ usage without direct communication with the consumer. They often aim at making their customers believe that they become more desirable for the opposite sex after using the product. Most common among these are the ads of cologne, undergarments, condoms and deodorants for men like Wildstone, Playboy etc. Sunny Leone features in the Manforce ads which sell the product because of the underlying appeal in the content and the featured celebrity.


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Madhuri Behl