Emotional Advertising Appeals

Emotional Advertising Appeals

• Appealing to your audience's emotions can be

achieved through strong imagery, impactful text or
powerful music. An emotional advertising appeal
depends more on feelings and perceptions than logic
or reason to provoke action
Personal Appeal
• This print ad by Gillette not only uses mixed media to
catch attention (spy those sandpaper swatches
incorporated into the ad), but also appeals to personal
concerns of fathers.
• The ad states that research shows how important skin-
to-skin contact is for infants, and questions what kind
of razor-smooth finish they want to share. While the ad
is directed at new fathers, those without children will
still understand the message.
Social Appeal
• People are motivated by what others are doing. In this IKEA ad,
there's a clear reference to the insanely popular TV show 
Game of Thrones. This year, the head costume designer for the show
revealed how Jon Snow's cape is actually made from affordable IKEA
rugs.
• The ads appeals to consumers' need to feel part of something or
included: Even the Game of Thrones tries to stay within budget by
shopping at IKEA, like everyone else.
 Humor Appeal
• Humor can bring relief to what might otherwise be a
mundane and expected ad. The right type of humor will grab
attention for organic engagement from your audience.
• It's important to note that humor can also be risky, so
businesses really have to know themselves and their
audience before committing to something that could bring
negative attention should there be a misunderstanding.
• Virgin Mobile is always pushing the boundaries with sexually-
charged jokes, and this bus humor is right up their advertising
alley.
Fear Appeal
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Templates
• Using strong visuals, ads can draw on hidden fears.
Some ads draw on personal fears, while others draw
on a sense of loss. In this graphic ad, fear of losing
something awesome may motivate people to take
action and help save the forests.
• 
Sexual Appeal
• One of the best known advertising appeals is that sex sells. People use
sexy models and "sexy" product shots that will make the viewer
emotionally excited. From Victoria's Secret to Hardees, brands have
used unabashed sex appeal to sell products and services.
• Because this is often an abused appeal in ads, companies like Hardees
have changed course with a "Food Not Boobs" campaign.
• Brands like Calvin Klein and Levi Jeans, focus on a more grounded
sexiness to show the value of their product (which makes more sense
than trying to sell sexy fast food).
 Romantic Appeal
• A sense of romance can take people back to a nostalgic moment that
evokes emotion. Romance does not necessarily have to do with
relationships, but rather a sense of powerful feeling that is inspiring
and idealized.
• This Lowe's ad may show a romantic relationship, but it is the sweet
nostalgia of the two childhood sweethearts that really draws viewers
into the storyline and the value of what Lowe's products offer:
building a home, not just fixing up a house.
• 
 Endorsement Appeal

• We all know that many of the professional athletes, actors, actresses and
celebrities that push products aren't necessarily an important part of the product,
but the effect is still felt.
• Mila Kunis doesn't have much to do with Jim Beam's brewing process, but she's a
strong endorser of the product. Beautiful and believably familiar with her whiskey,
the actress puts her stamp on the brand and adds authority without being in the
industry herself.
• Celebrities, athletes and big-name influencers are used quite often to endorse
products in order to stir popularity despite having nothing (or little) to do with
their creation, direction or knowledge of the industry.
• The ad world (or sports world) may never forget how 
Joe Namath endorsed pantyhose he admittedly did not use.
 Youth Appeal
• People don’t want to age, and they certainly don’t want to feel old. In
this Snickers commercial, the main character is suffering from old age,
misery and crankiness due to hunger.
• Not only does this appeal to those hoping to maintain an active,
happy youthfulness, it also makes an appeal to the older audience by
showing the contrast. Snickers makes you feel young and energetic
once again by solving your hunger needs.
• A common advertising appeal for older adult audiences is to
photograph and highlight models who are younger than the target
audience by several years.
• Youth appeal is apparent in ads that offer medications
aimed at older adults, adult diapers, erectile
dysfunction solutions, hearing aids, dentures,
emergency call buttons, living community centers and
other products or services for the elderly.
• In many of these cases, the chosen actors and models
within the ads are often much younger than the
actual target audience.
 
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 Popularity Appeal
• Buzz is particularly helpful for increasing brand awareness and
creating anticipation and excitement for the product or service you
offer.
• When the Baywatch movie was about to be released, a 
special kind of marathon (0.3km) was held in slow motion. The
hilarious result of people moving slowly and dramatically towards the
finish line was attended by a large crowd excited about the reunion
release.
• This same advertising appeal is often the reason companies
produce promotional materials, like pens, bumper stickers or
keychain lanyards.
• Companies often place their logos all over their clothing or
disposable products (like Starbucks coffee cups) to help
showcase just how popular their products are.
 Musical Appeal
• Music can make or break an ad by setting tone and mood just as
quickly as imagery. The snappy music that backs this Kohler
TV commercial adds a happy energy that wouldn't have been
achieved by bright colors and quick shot transitions alone.
• The music here makes the user feel excited and inspired to imagine
what the product could do in his or her life. The right music can add
to the emotion of an ad and encourage a faster purchase decision.
Adventure Appeal
Jeep has long focused on adventure as a big part of their brand. 
Ads like this encourage people to join in as a part of the brand
club to experience something new and exciting.
Travel companies, active brands and car companies often focus
on a sense of adventure to highlight what their products or
services can really bring to the table.
Another noteworthy example of appealing to our sense of
adventure is this VR experiment by Sweden's state lottery,
Lotto.
Through a unique and exhilarating 5-D experience, it allows
participants to go beyond virtual reality and actually feel what
it would be like to jump off a cliff or walk through the world's
most beautiful beaches.
Set up in a hanger in Stockholm, the experiment uses fans,
aromas, heat and artificial sensory experiences to create an
adventure that is as close to real life as possible.
Empathy Appeal
• Getting a message across may depend on your ability to get someone to
identify with a problem they’ve never actually had to deal with.
• Some brands and most public service advertisements depend on the
ability to evoke the emotion of empathy and understanding in those
they need to care about their cause, as is done in this ad by the 
Safe At Home Foundation.
• Empathy helps people picture the problem in a personal way so that
they can understand the consequences for someone else.
Potential Appeal
• This type of advertising appeal communicates a sense of
empowerment to turn dreams into a reality. In this Lego ad, the clear
connection is that Lego helps children imagine, solve problems and
work toward a better future.
• This was part of a campaign that included fireman and rockstar
images in ads that were placed at strategic schools, playgrounds and
museums where parents frequently take children.
Brand Appeal
• Starbucks is a prime example of brand appeal to the masses, along
with luxury brands, like Dior or Jimmy Choo that appeal to higher end
consumers. People will pay money to be part of a brand that they feel
carries a certain kind of status, value or quality.
• Usually these same items can be purchased for much lower prices if
they're generic, but brand appeal allows companies to add additional
cost simply due to packaging, labeling and other branded aspects that
really have nothing to do with product quality or type.
• Coffee lovers actually complain that Starbucks coffee tastes burned, but
the company was still able to charge more by offering tons of drink
choices, quality branding, and a relaxed environment (including free
Wi-Fi).
 Rational Advertising Appeals
• On the other side of the advertising spectrum lie rational appeals.
Many ad approaches are based on objective facts, logic and
reasoning.
• Rational appeals can be very useful even with emotional subjects,
helping target audiences identify the value of a product in an
indisputable way.
• While emotional appeals are powerful, they can sometimes become
manipulative; rational appeals are typically more authentic and can
create a sense of authority around a brand.
Pain Solution
• People are most strongly motivated when they have a problem that
needs to be solved that causes them regular and noticeable pain.
Often, people have already identified and expressed a desire to solve
the pains most apparent in their lives or workplaces.
• In this IKEA ad, the pain of the viewer is apparent by showcasing their
desperate need for a shelf. Rather than focus on the product they're
selling, IKEA focuses on the solution they provide. Brands can
effectively sell just by identifying a pain they can solve.
Scarcity Appeal
• Coke boosted their brand appeal with a limited time campaign that
personalized bottles with names and titles. People rushed out looking
for the names of their family and friends to keep, photograph or gift.
• While the scarcity was part of the appeal, Coke took this campaign a
step further by allowing customers to personalize their own Coke
bottles and even search their website to see where (or if) their names
were on bottles somewhere in the US.
• Scarcity increases the feeling of value and makes the customer but on
impulse.
 Testimonial Appeal
• When you think of testimonials, you probably think of the traditional
video of people talking highly of your brand or products. While this is
great and can be incredibly effective on social media, there are ways
to think outside of the box with this advertising appeal.
• Doritos held a commercial contest for their Superbowl ad spot for ten
years in a row, highlighting their fans’ love. Not only did the
competition get people motivated to engage with the brand, it
showcased the product's value in a unique way.
• “What Would You Do for a Klondike Bar” campaigns added a
similar interactive twist to the testimonial appeal.
 Testimonial Appeal
• When you think of testimonials, you probably think of the traditional video
of people talking highly of your brand or products. While this is great and
can be incredibly effective on social media, there are ways to think outside
of the box with this advertising appeal.
• Doritos held a commercial contest for their Superbowl ad spot for ten years
in a row, highlighting their fans’ love. Not only did the competition get
people motivated to engage with the brand, it showcased the product's
value in a unique way.
• “What Would You Do for a Klondike Bar” campaigns added a
similar interactive twist to the testimonial appeal.
• 
Contrasting Appeal
• You can also highlight what sets your brand apart with a stark
comparison between your product and the competition or how life
would be without your products.
• In this IKEA ad, there is a clear contrast between those who “unboxed”
their balconies with IKEA style products and the neighbors
surrounding them.
• The stark contrast in this ad creates an unquestionable appeal to
express personal style and create a living space that no one else is
taking full advantage of. Contrast can be a subtle way to prove your
brand is a level or two above the alternative.
Status Appeal
• There is no question that these nice, patent-leather work shoes were
chosen for a reason: status. The point of this ad was to get the viewer
to identify the product with a certain class.
• While the manufacturer is actually selling a car, classy shoes (clearly
abused by a love for the acceleration pedal) give a status appeal that
is somewhat subliminal in its messaging.
• Apartments, furniture stores, fashion brands and many other
companies also lean on a level of status to appeal to consumers
concerned about where they are at, how they are viewed, and where
they are headed.
Statistics Appeal
• What happens when leading men stand in a woman’s shoes? This 
clever ad changes Mark Zuckerberg, Bill Gates and Carlos Slim into
female versions of themselves (Marla Zuckerberg, Billie Gates and
Carla Slim).
• The real message is rooted in statistics that highlight wage inequality
between the genders. Use of proof and statistics can appeal without
question to those who are more rational in their approach.
Beauty Appeal
• There are many products and services that depend on beauty for a rational
purchase choice. Product shots, for example, have to be well lit to provide rational
customers with the best opportunity for comparing and choosing the product right
for them.
• This catalog from West Elm features beauty shots of every item—perfectly staged,
lit and accessorized. Beauty shots help the potential buyers see the full potential
of an item.
• Many fashion brands use beautiful models that are further Photoshopped to help
highlight the product without the distraction of human flaws.
• In food photography, it is common to shoot images of food in the most appealing
way possible to increase a desire for the product without handing out actual
samples.
 Transparent Appeal
• Not everything about your brand is ideal. Transparency can help show
a realness to your brand that appeals to customers because it is
authentic.
• Volkswagen caught people’s attention in the Netherlands when they
showed the flaws in one of their car models in order to advertise a
new option. Stunt doubles were suspended behind the car to show
the additional room that the new Tiguan Allspace could offer.
 Natural Appeal
• Being real and authentic can help people connect with a message. In
this print ad for Lane Bryant, the common expectations for beauty are
completely ignored.
• "I'm No Angel" is a campaign that goes against everything Victoria's
Secret built with the VS Angel runway shows and line.
• Cosmetic or fashion brands can get a lot of attention for focusing
more on reality and less on the promise of perfection, like Dove did
with its "Real Beauty" campaign. Audiences are used to photo-editing,
making them even more impacted by a less-than-perfect picture.