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.Continue Reading
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 about Advertising
Advertising is intended to influence people toward a particular mindset or action through logical or emotional appeals. Informative ads present rational appeals backed by facts and data, whereas persuasive ads attempt to connect with one or more emotions to convince people to like or buy a brand.Full Answer >
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False advertising is one of the most common and widely condemned forms of unethical advertising. Yogurt maker Dannon had to pay $45 million after it was sued for overstating the benefits of its Activia yogurt line.Full Answer >
Some companies that manufacture car wraps for advertising include Knam Media in New York and SkinzWraps.com in Dallas. Carwraps offers car wrap advertising in several major U.S. cities and Canada.Full Answer >