The average American is exposed to a 4,000-10,000 ads a day. Does that really surprise you? Whether we’re using our mobile devices or surfing the internet or reading a newspaper, we are constantly inundated with ads telling us stories or bluntly asking us to BUY BUY BUY!
All the ads you see fall into two main categories:
☐ Rational
☐ Emotional
Within these two categories, there are 19 advertising appeals. First we will begin
with the appeals within the Emotional group and then move to the appeals in the Rational Group.
EMOTIONAL ADVERTISING APPEALS
1. Personal Appeal Commercial
These ads are very specific to human relations. Want to appeal to new moms? Then a a good approach would be to create a TV Commercial featuring a young woman holding her newborn child, putting the baby to sleep, being exhausted, feeling emotional, experience pain, running out of money. Creating an ad that people can relate to immediately can be quite powerful.
2. Romantic Commercial
Love romance? You’re not the only one. There’s nothing like an ad featuring two characters caught in an embrace. We automatically associate those feelings of joy with the product whether it be a perfume or a love seat.
3. Humorous Commercials
Everyone loves humor and it could be a great tool to connect with your audience, so long as you know your audience. Delivering a joke to the wrong demographic could have you fall flat on your face.
4. Sexual Appeal Commercial
Sexy turns heads. Think of all those commercials that feature models to sell not just lingerie, but furniture, deodorant and even foods. Remember those Carl’s Junior Ads with Kate Upton?
5. Social Appeal Ads
Everyone wants to feel included which is why some ads will create scenarios where the consumer can immediately see the social benefits of using the product. For example, Axe commercials encourage men to buy their products to have better game with the female population.
https://www.youtube.com/watch?v=FfYrLmiFWvY
6. Youth Appeal Ads
Interestingly, this type of ad targets the older crowds, presenting the de-aging benefits of the featured product. Want to feel younger, stronger, healthier? Try out this product!
7. Adventure Ads
Looking for an exciting trip? All of us are stuck in the mundane and would love to take a trip into the exotic! Some ads transport us into a world full of thrill rides. Car companies take her on the road. Headphone brands take us to a world of color.
8. Popularity Ads
When the masses are into a brand, you want to be included!
9. Fear Ads
During an idea meeting with a “medical communication” device client, he shared that there are two ways to convince someone. He said “either with money, or with a knife.” Yes, we have very colorful clients. He wanted us to produce a TV commercial that would incite fear in the audience. We came up with an ad that introduced a character who was injured in an empty house with no way of calling out for help. His sales went through the roof.
10. Brand Appeal Ads
A woman walks into a bar carrying a Louis Vuitton bag. That sets up a completely different scene than if the woman were to enter carrying a standard bag. This type of commercial appeals to consumers who look to elevate their social status by using certain brands.
11. Endorsement Ads
Use a celebrity or an athlete endorse a product. There are some die-hard fans out there and if they see someone they love and trust endorse a product, they will become consumers.
12. Empathy Ads
Get a viewer to emotionally connect with your message by showing the consequences of a problem in society such as alcoholism, homelessness, domestic violence. For example, we could show a perfectly happy wife who smiles in public, as she continues to interact with others, bruises appear on her face, tears, blood dripping from her nose. While most of the people around her are oblivious to her transformation, another woman, also with bruises, sees her through the crowd. She approaches her and embraces her. The voice over says “You’re not alone. We can help.”
13. Potential Ads
Reach for the skies! Brands inspire audiences to fulfill their potential by using their product. Achieve optimum fitness, creativity, happiness.
https://youtu.be/whpJ19RJ4JY
RATIONAL ADVERTISING APPEALS
1. Limited-Time Offer Ads
Time is running out! You’ve seen late-night infomercials that use this gimmick often because it’s effective! There’s a sense of urgency when there’s a time clicking and some advertisers use this to their advantage.
2. Pain Solution Ads
Hey, are you in pain? Use this product and it’ll take it away! Are you wasting time,
https://youtu.be/CRu23VMba0Y
3. Testimonials Ads
Our original way of selling and buying products was based on word of mouth. Hearing someone genuinely share their personal experience of success with a product is a great motivator to give it a try. Many direct response commercials use this technique.
https://youtu.be/0tqB4jnCxqA
4. Contrast Ads
The contrast ads compare life with the product and life without the product. The more you exaggerating the difference, the better and more effective the ad.
5. Transparency Ads
Being honest about the flaws of the product can go a long way with consumers.
6. Statistics Appeal Ads
This type of commercial appeals to the left-brained audiences. Nothing like some compelling statistics to get someone to take action. Did you know that only 2 percent of shoes sold in the United States are actually made in America? Kinda makes you want to buy more shoes made in the US doesn’t it?
*Conclusion:
The award-winning team at Spot On Media has a history of creating compelling TV Commercials in Los Angeles and across the Nation. If you would like us to help you create a powerful video for your business, let’s chat!
