Types of Ad Appeals

Advertising Appeals 1.0

To get the public to remember an ad or even pay attention to it, the ad must firstly be appealing. In advertising, there are several ad appeals that are used as the basis of the big idea for the advertising campaign. Whether its sex, fear or egotism, these appeals are used to attract people's attention and to influence their feeling and perception towards a product/brand.

  

WWF Print Ad

The ad appeal used in this particular print ad by WWF is the appeal of fear. Fear appeals focus on the negative outcomes that can happen from the lack of using a particular product or the continuation of a bad habit. Advertisers usually use fear appeals in ads where the objective is to change a negative behavior, for example, smoking or drunk driving.

In the WWF ad, it displays a man with a deformed face with the tagline "Stop climate change before it changes you". The appeal of the ad instills fear that if we do not do something about the  rapid change in climate, we (humans) may face dire consequences.