{"id":60321,"date":"2020-05-11T17:05:34","date_gmt":"2020-05-11T14:05:34","guid":{"rendered":"https:\/\/newblog.creatopy.com\/blog\/?p=60321"},"modified":"2023-07-24T14:15:49","modified_gmt":"2023-07-24T11:15:49","slug":"advertising-appeals","status":"publish","type":"post","link":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/advertising-appeals\/","title":{"rendered":"20 Powerful Advertising Appeals You Can Use in Your Campaigns"},"content":{"rendered":"

How can you grab the attention of your audience by making banner ads that stand out <\/a>from thousands of others? <\/span><\/p>\n

By using the right advertising appeals.<\/span><\/p>\n

There are two main categories of advertising appeals you should consider: <\/span>emotional appeals<\/span> and rational appeals.<\/span><\/p>\n

<\/p>\n

The emotional appeal advertising focuses on using messages, imagery, or music<\/a> to appeal to people’s emotions.<\/span><\/p>\n

As Jonah Berger says in his book <\/span>Contagious: Why Things Catch On<\/span><\/i><\/a>, it can lend itself to any product, even those that don’t have an obvious emotional hook.<\/span><\/p>\n

Rational appeal advertising, on the other hand, uses facts, logic, or reasoning to determine people to take action.<\/span><\/p>\n

To understand how specific types of appeals from both of these categories work, have a look at the following examples.\"\"<\/a><\/span><\/p>\n

1. The Humor Appeal<\/b><\/h2>\n

People love a good joke, and they usually can’t resist sharing it with their friends and family.\u00a0<\/span><\/p>\n

By incorporating humor in your ads<\/a>, you can create memorable, positive experiences for your audience, while also increasing the chance that your message will spread organically.<\/span><\/p>\n

However, humor is risky. <\/span><\/p>\n

For this type of ads to have the desired effect, you must make sure that the joke doesn’t come across as offensive and that the audience connects it to what you’re trying to promote.<\/span><\/p>\n

A company that integrates humor successfully in their marketing strategy is Snickers<\/a>, with its famous You’re not you when you’re hungry<\/em> tagline.<\/span><\/p>\n

\"Snickers<\/p>\n

Image Source<\/a><\/p>\n

2. The Fear Appeal<\/b><\/h2>\n

Fear is a powerful type of emotional appeal. It can get people to take action because they want to avoid certain consequences.\u00a0<\/span><\/p>\n

Therefore, fear is often used in corporate social responsibility campaigns, like those against driving under the influence, domestic violence, or air pollution.<\/span><\/p>\n

Shocking negative images usually accompany the message in these ads. <\/span><\/p>\n

But if your target audience finds them too disturbing, they might try to block them out by looking away or changing the channel.<\/span><\/p>\n

This simple, yet powerful ad from Volkswagen makes use of the fear appeal without being overwhelming.\u00a0<\/span><\/p>\n

\"VolkswagenImage Source<\/a><\/p>\n

3. The Sexual Appeal<\/b><\/h2>\n

You’ve probably heard the phrase “sex sells” before. <\/span><\/p>\n

That’s because sex is one of the most popular appeals in advertising.\u00a0<\/span><\/p>\n

For decades, companies from all industries had used this type of appeal to promote their products, even when these were not sexual in nature.<\/span><\/p>\n

Sex is an effective way to grab attention, but overusing it might turn people away. <\/span>Moreover, ads explicitly objectifying the female or male body are frowned upon.\u00a0<\/span><\/p>\n

The general feeling of sexual appeal advertising should lean towards sensuality rather than vulgarity.<\/span><\/p>\n

Perfume and lingerie brands use this appeal quite often. <\/span>Here is an example from one of Calvin Klein’s campaigns<\/a>.<\/span><\/p>\n

\"Calvin<\/p>\n

Image Source<\/a><\/p>\n

4. The Music Appeal<\/b><\/h2>\n

You can use music to create display ads<\/a> that amplifythe emotional appeal imagery.<\/span><\/p>\n

This Super Bowl commercial from Audi is an excellent example of music giving an ad the boost it needs to become truly remarkable.<\/span><\/p>\n

When David Bowie’s <\/span>Starman <\/span><\/i>starts playing over the sound of the revving engine, the story gets an instant infusion of excitement, energy, and hope.<\/span><\/p>\n

Moreover, the way this classic song completes the nostalgic atmosphere of the commercial, as well as its theme, makes it the perfect choice.<\/span><\/p>\n