Why are Appeals Necessary for Ads
Advertising has always been about persuading, encouraging and in some ways manipulating viewers to believe in something, whether its a product a company is trying to sell or a social issue that non governmental organizations are trying to create awareness for.
Appeals are used in advertising mainly because we want the ad to speak to audiences on a deeper level. Being exposed to the ad is one thing, but to ensure audiences remember the ad and actually have a connection with it is another. This is where appeals come in, because an ad has to firstly be "appealing" to people before anything else, if it wants to make an impact on its audience.
We can say that appeal is the approach to attract a persons attention and to influence his/her feeling or perception towards a product/brand. These are also necessary for ads because there are basic human appeals that motivate us in our daily lives, for example, hunger, love, sex, etc. Therefore using appeals in advertising may motivate viewers to gravitate to your particular ad/product because it forms a connection through these appeals that are present in ads.
Appeals are used in advertising mainly because we want the ad to speak to audiences on a deeper level. Being exposed to the ad is one thing, but to ensure audiences remember the ad and actually have a connection with it is another. This is where appeals come in, because an ad has to firstly be "appealing" to people before anything else, if it wants to make an impact on its audience.
We can say that appeal is the approach to attract a persons attention and to influence his/her feeling or perception towards a product/brand. These are also necessary for ads because there are basic human appeals that motivate us in our daily lives, for example, hunger, love, sex, etc. Therefore using appeals in advertising may motivate viewers to gravitate to your particular ad/product because it forms a connection through these appeals that are present in ads.
Rational Vs Emotional Appeals
Using rational appeals in advertising would be the same as to use rational logic in ads to try and persuade audiences into believing the message you're sending them. This means using statistics or facts to make the ad appealing to viewers. Examples of this would be listing product benefits or showing proof to convince viewers about your product.
Samsung and iPhone 5 Print Ads |
Emotional appeals on the other hand argues that effective advertising connects to people on a less obvious level. It relies more on the writing and graphic elements of the ad to speak to consumers through a subconscious language. Many believe that for an ad to work well and make a big impact, it needs to connect with audiences on a deeper level, and play with the emotions, where in-turn will form a bond between viewers and product.
Cordaid Print Ad |
It has been argued that rational appeal is the better one of the two because it clearly states the benefits of the product (as seen in the Samsung/iPhone ad) but no one can deny the strength that emotional appeal and connection can have on consumers and their subconscious mind. In conclusion advertisers can and have achieved success with both rational and emotional appeals, the trick here is to find the balance between the two and to also know which one is better suited for your product/service/brand.
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