Marketing appeals refers to different tactics used by producers to influence consumers while purchase. The purchasing decision of the consumers is determined by the message conveyed by the producer. There are two main types of advertising appeals include, rational and emotional appeals. Rational appeal is used to attract the older generation to purchase. Emotional appeal can also be used to attract the younger generations’ attention.
The term ‘appeal’ has been a common term among the practitioners and academics. This essay will discuss the etymology and typology of ‘appeal’ as used by academics and practitioners. The paper will highlight the meaning of advertising appeal through understanding its history (George, 13).Sally emphasized the importance of attracting attention in an advertisement. Use of emotion was considered to be very successful in achieving the company’s target. Rational appeals were introduced in 1960-1965 by a group of advertisers. Appeals are classified into three types; instinctive, short and long circuit (George, 4).
Instinctive appeals depend on unconscious reflex reactions for instance the way a flashing light unconsciously draws attention. Short circuit appeals depend more on brain processing, for example, responses to frightening images that form in mind unconsciously. Advertisers use various appeals to attract customers to purchase or use their products. Appeals are designed to influence an individual’s needs and wants (Rossiter 13).
One of appeals that advertisers use to capture customers attention is sex. This mainly captures attention but rarely promotes product consumption. The use of sex appeal has its own advantages and disadvantages. Use of sex appeal can help to sell products to customers easily because most people are easily attracted to eye catching items. It is considered to be of benefit because it breaks the moral standards of a society (Wright, 154).
Use of fear appeals by most of the advertisers helps to promote change such as healthy quitting smoking. Isolation is also used, where people tend to purchase an item to avoid been isolated by others. In conclusion, advertising appeal can be used as a strong weapon by advertisers when selling their products to the potential customers.
Works Cited
Wright, Peter. “Message Evoked Thoughts: Persuasion Research Using Thought Verbalization,” Journal of consumer Research vol.7, No.2 (2000)
George, Belch. “Effects of Advertising communications review of research,” in research in marketing, vol.9, New York press (2001)
Rossiter, Larry. “Advertising stimulates effects: A Review,” Journal of Current Issues and Research in Advertising, vol.8, No.14 (2008)
