ROMANCE APPEALS These advertisements display the attraction between the sexes The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life ID: 562078
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Slide1
Appeals : next step..(1) Slide2
ROMANCE APPEALS
These advertisements display the attraction between the sexes.
The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life.
Fragrances, automobiles and other products use these types of advertising appeals.Slide3
SEX APPEALS
Using sexually charged images to sell a wide variety of products
.
Using
atractive models and provocative pose
Sex
and nudity have always sold well.
either direct or underlying, through images or wordsSlide4
SEX APPEALS..(2)
Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement.
It can also result in the product appearing interesting. Slide5Slide6
FEMININE – MASCULINE APPEALS : GENDER ADV
This
type of appeal aims at creating the impression of the perfect person..
U
sually Used
in cosmetic or beauty
products or for specific sex categories. Slide7
FEMININE – MASCULINE APPEALS : GENDER
ADV
Gender advertisement refers to the images in advertising that depict stereotypical gender role and displays
.
Gender displays are used heavily in advertising in order to establish the role of one gender in relation with the other, and some scholars argue that advertisers are obsessed with genderSlide8
MUSIC APPEALS
(Jingle,
Bacsound
)
Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement. It can also help capture attention and increase customer recall.Slide9
GLITTERING GENERALIZATION
Using simple phrases that sound good but have no real value or meaning.Slide10
BAND WAGON TECHNIQUE..(1)
Persuasive technique that invites you to join the crowd.
Everybody
’
s doing it!
Often uses
weasel
words
This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. Slide11
BAND WAGON TECHNIQUE..(2)
It appeals towards the popularity aspect or coolness aspect of a person using a particular product or
service
the suggestion that everyone is doing it; ex:
“
#1 Best Seller!
”
“Everyone has one!”Slide12
SNOB APPEALS
appeals to the rich life and the desire for
status
This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them.
Slide13
SNOB APPEAL..(2)
Snob appeal is an exact reverse of the bandwagon technique.
In
this advertising appeal, people are induced to buy a certain product so that they can stand out from the crowd. It is often indicated that buying that product will make them look different from the rest. It is indicated that the product is not affordable for common people. A sense of exclusivity is attached to the products.Slide14
ADVENTURE APPEALS
Is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.Slide15
YOUTH APPEALS
Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals
.
Cosmetic products in particular make use of these appeals.Slide16
BEAUTIFUL PEOPLE
Using good-looking models in ads to suggest we
’
ll
look like the models if we buy the product.Slide17
SPOKEPERSON / ENDORSER
endorsement by a well-known
individual/ organization / characters
Celebrity endorser :
A claim by a celebrity or someone of authority that the product is good or good for you.Slide18
SPOKEPERSON / ENDORSER
PERSONALITY SYMBOLS :
Focus on person / non person personality as a main character of the
adv
–(both celebrity / non celebrity endorsers)Ex : got milk : character of celebrity – creative, smartSlide19
PERSONALITY SYMBOL :
PRDUCT PERSONIFICATION
(A CARTOON CHARACTER)
Uses
a cartoon character or imaginary character to entice an audience (ex : children) to want the product.
Slide20
TECHNICAL EXPERTISE :
Focus on expertise of the endorser
Ex :
farah queen – cook – procheese Fransesca
fusso
– hair expert –
sunsik
Slide21
TESTIMONIALS
A claim by someone who has used the product that it worked for them.
(be careful…they might just
be a paid actor!)Slide22
TESTIMONIALS..(2)
Statement
endorsing an
idea/product
by : a prominent person, regular people who has experience, celebrity endorser Product can be inside or outside particular field.Slide23
MAGIC INGREDIENT
The suggestion that some almost miraculous discovery makes the product exceptionally
effective
.
A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s, coolgate sensitive relieve. Slide24
WEASEL WORDS..
a
. Superlative =
More or better than usual
b. used to suggest a positive meaning without actually really making any guarantee.
Ex : A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. A dish soap leaves dishes virtually spotless. Slide25
HYPERBOLE / EXAGERATION
Hyperbole is exaggeration or
“
hype.
” (For example, “
The greatest automobile advance of the century!)
The words are impressive sounding but are nonetheless vague and meaninglessSlide26
RHETORICAL QUESTION
Asks a question to produce an effect. No answer is expected.