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Types of Advertising Appeals Used in Print Advertising
Advertising appeals are strategies that marketing and advertising companies use to communicate their message while grabbing the attention of consumers. The end goal, of course, is to encourage the consumer to act, buy, or sign up. There are many different methods of appeal that help advertisers draw in their audience. Here are some of the most popular ad appeals used in print advertising.
One of the most enjoyable types of advertisements in magazines are those that employ humor. Humor makes the customer laugh and creates a positive emotional connection between themselves and the product. However, using humor in advertising requires sensitivity. Ads that use humor at the expense of another group can lead to resentment on the side of the consumer. Ads that portray women as nagging, men as lazy, seniors as grumpy, etc. can generate negative emotions and can harm to your presentation. The most effective ads that use humor are about commonly used items, such as fast food, alcoholic beverages, and electronics.
Rational and Practical
Logical, practical, or rational ads in magazines focus on solving a problem for the consumer. Advertisers focus on product features, function, and affordability to express why their product could benefit the lives of the consumer. These points will be supported by evidence from case studies, visual representations of how the product achieves the solution, and facts. Automobile ads use this strategy to appeal to their consumers. They will share information about the mileage, fuel economy, and prices to appeal to consumers who want a cost-effective, trustworthy vehicle.
Fear as a motivator focuses on the negative outcomes that could happen because of a person or organization’s action or inaction. Using fear, advertisers can promote an immediate behavior change such as quitting smoking, getting more exercise, eating healthier, recycling, etc. Deodorant and mouthwash advertisements usually employ this tactic. The message presented makes the consumer question their personal hygiene and seek ways to improve it (such as buying the product).
The fear of missing out a.k.a. “FOMO” is a concept that advertisers use to their advantage. Bandwagon ads appeal to a consumer’s desire to fit in and be a part of a group. If everyone’s doing it, they feel inspired to join in, and this is the goal of bandwagon appeal. Advertisements for music streaming apps, carbonated beverages, and sunscreen have used this method to draw in consumers.
Have you ever heard the phrase, “sex sells”? This concept has been tested and proven through advertising for decades. Ads that use sensuality aim to entice the consumer to desire the benefits of the product. It has even been combined with humor for beer and deodorant ads. Fragrance products often use sex appeal to convey romance to women and men, by suggesting that the product will make the consumer become irresistible to the opposite sex.
Ads that use scarcity aim to make the consumer feel as though something being offered is about to run out. The goal is to make consumers feel as though they need to hurry and buy the product or sign up for the service before time runs out. Similar to the bandwagon appeal, the scarcity appeal makes the consumer feel as though everyone else is buying the product, so they should too before they miss their opportunity.
Organizations that focus on feeding the hungry, providing shelter for the homeless, protecting the environment, and helping those in need usually use emotional appeal to promote their message. These organization’s goal is to make the consumer feel angry, sad, excited, passionate, fearful, nostalgic, and other emotions to encourage them to donate, or act.
Quality, wholesome, family values may seem like outdated methods of appeal, but they work. Ads about quality farming, insurance companies, or even juice or automobiles can use the “value” appeal to show consumers how much they care about the individual, the family, or the environment.
Some consumers stay faithful to brands they love. Although this may not work for new, smaller brands, it does wonders for larger, well-known brands. Since consumers want to associate with the beliefs, statements, and ethics of a brand, this method can be used to inspire consumers to come back for more.
Advertisers can use celebrity endorsements to promote their ad or service. The goal of this type of appeal is to encourage fans of the celebrity to buy into a product or service that celebrity uses. The trust the consumer has for the celebrity leads them to connecting that trust with the brand.
Playing with gender roles and qualities through advertising has always had a major impact on consumers. The music, colors, sounds, and language used in ads directed to men is much different than those directed toward females. Ads for women often focus on sexiness, beauty, comfort, and style. Ads for men focus on strength, charisma, and good hygiene.
For the most scientific and logical minds, ads that use statistics appeal to their sense of trust in numbers. The goal of this appeal is to use data, numbers, and facts to persuade consumers that the information presented is accurate and based on research.
The snob method appeals to consumers by making them feel as though they will experience high quality, luxury, and popularity by using the product or service. The goal of this appeal is to make consumers feel like their actions or purchases will elevate them to a place of elegance and stature.
The goal of the social appeal is to make consumers act or buy because it will make them become a part of a community. Since many consumers desire to feel accepted, recognized, respected, welcomed, and appreciated, these ads help them feel as though they can fit in if they act.
Let Macromark Help You Create a Successful Ad Campaign
Choosing the right appeal for your ad takes careful consideration and research. You must know your prospective market very well and know how to evoke these appeals as you create your ads. However, this process takes time and as you focus on customer service and other important aspects of your business, you may need some help.
Macromark has grown to become one of the leaders of the direct mail industry. We help our clients target consumers with precision through our comprehensive list offerings, and work with clients on placing effective magazine and newspaper advertisements. If you are looking for a team to help lead your next direct mail marketing campaign, we can help. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.