Emotional appeals, including fear, anxiety, humor, sex, esteem, rational and social pressure, are tactics used to compel a consumer to make a purchase. Advertisers use humor, for instance, to present a brand image of light-hearted charm or to create positive associations to a brand. Similarly, sex appeal is used to link natural human interest in sensuality to features of a product or service.Know More
Fear and anxiety are closely related emotional appeals. The goal is to compel a buyer to act based on fear or anxiety of an undesirable outcome. Home security systems are presented as a necessity to protect against natural fears of a home invasion. Insurance companies use these appeals to persuade people to buy coverage that protects against worst-case outcomes. Social fear or social pressure is closely related, as the premise is to get people to buy certain clothes, gadgets or trendy items in order to fit in.
Rational appeals are distinct from the many other forms of emotional advertising appeals. With rational appeals, advertisers present facts, data or logical points to motivate a buyer. Cost-benefit comparisons and value proposition demonstrations are often included in rational ad appeals. Appeals to a person's esteem are common in health and beauty commercials, where the message suggests consumers feel better about themselves after using a product.Learn More
As the media grew in its ability to reach more households, the role of advertising increasingly changed into a vehicle through which Americans were introduced to all the modern conveniences available to them and the ways in which attaining them were within reach. Advertising took on the role of showing Americans all the possibilities as opposed simply to announcing prices and availabilities of necessities.Full Answer >
Advertising is a medium of information meant to attract and inform the public about a product, service or business. There are dozens of advertising strategies that a person or business can use to fulfill this purpose.Full Answer >
The importance of advertising is threefold: it helps consumers compare products and services, it allows businesses to retain existing customers and win new ones, and it educates society about important issues. By definition, advertising is an impersonal and unidirectional communication that flows from the advertiser to the consumer. Organizations pay to "place" it in one or more media venues, such as newspapers or television.Full Answer >
Bandwagon advertising refers to campaigns that attempt to convince individual consumers to purchase a product or service based on the idea that many others are purchasing it, making it tempting for the individual to do so as well too. The notion that making the suggested purchase gives the consumer a particular experience or feeling is key to the bandwagon experience. This is one of the most popular advertising techniques.Full Answer >