Examples of emotional appeals in advertising include ads designed to make people fear the consequences of their actions, such as being fined for not wearing a seat belt. Others encourage consumers to join the crowd, such as ads that highlight the popularity of a product.Continue Reading
Besides fear, advertising often appeals to the negative emotion of guilt, to natural responses to competition and humor, and to the positive emotions of trust, belonging and leadership. In ads that appeal to fear, the message is "Don't let this happen to you." Similarly, in ads that appeal to guilt, the message is "Don't let this happen to someone else."
Ads that stimulate competitive desire encourage consumers to purchase a product or service to keep up with their peers. Ads that use humor want consumers to make a positive association with the product and feel that using the product is fun or enjoyable. Organizations that provide financial, health or other essential services use messages that inspire trust. Ads that show groups of similar people, such as families at a restaurant, appeal to a sense of belonging, provoking consumers to purchase a product so they become part of a desirable group. In contrast, ads that show people or products on their own in isolated settings appeal to consumers' desires for leadership.Learn more about Advertising
"Bandwagon propaganda" is a type of advertising that attempts to draw people to a specific cause by giving the impression that many others have already joined and are happier or better off for doing so. It uses societal pressures to play on several basic elements of human nature.Full Answer >
Indirect advertising occurs when a business chooses to not simply promote a product, but instead work to establish a relationship with the people that read, hear and see the advertising. Indirect advertising is the opposite of direct advertising, which explicitly tells potential consumers that they should buy a specific product.Full Answer >
The disadvantages of advertising vary depending on the form of advertising used, but can include ineffective use of advertising images, difficulty qualifying return investment numbers, difficulty choosing the most appropriate channel for advertising, audiences declining on television advertising, high CPM costs and the use of DVRs leading to fewer people viewing commercials. When companies invest in advertising, they need to look at both the advantages and the disadvantages involved in each format to choose the most appropriate advertising channels for success.Full Answer >
Examples of generic brands include WalMart's Great Value brand, Kroger, Safeway, Meijer, Publix ice cream, Target and Wegmens. All of these generic brands sell grocery items. Target, Meijer and Walmart also sell many non-grocery products under their generic brands.Full Answer >