Advertising Appeals To Boost Ad Creative Response

Think of advertisements that stick in your head. What makes them so memorable? Is it the product itself, or is it the techniques used to produce the ad?

Advertising appeals are the persuasive pressures that stimulate a person to buy a product or service by speaking to an individual's needs, interests, or wants. The goal of an ad is to persuade customers, and advertising appeals provide just the right hook to allow persuasion to occur. Advertising appeals are designed to create a positive image and mindset about those who use the product or service, and are a major factor of consideration for advertisers.

Humor Appeal - A humor appeal uses laughter and playfulness to “cut through the clutter” of advertising, grab the consumer’s attention, and make the product appeal likable or desirable. By creating an emotional connection to the product or service, a humor appeal tries to drive sales.

Emotional Appeal – These type of neuromarketing advertising appeals work to foster a sense of trust and familiarity with the brand. Insurance companies often turn to emotional appeals to create a sense of trust and loyalty with consumers and reinforce brand loyalty.

Musical Appeals - Music can help to capture the attention of a listener because music is often linked to emotions, experiences, and memories, grabbing the attention of those not previously engaged. The use of musical appeals allows for a connection between the product or service and a catchy jingle or piece of music. As an example, Nationwide Insurance uses the well-known 'Nationwide is on your side' jingle as an appeal. 

Social Appeal- Appealing to a person’s sense of belonging or feeling of inclusion. The goal of the social appeal is to cause people to make purchases and take action based on whether it will make them feel accepted, recognized, respected, affiliated with, or even rejected by a certain group, organization, or people. It’s all about status and fitting in.

Sex Appeal- Appealing to the natural sexual desires of men and women. The goal of the sex appeal is to grab and increase attention toward a product or service by making people feel attracted to or desirous of the people using the product.

Happy Learning!

Anamika Gupta

IAAN