Devices and Methods of appeal
The purpose of the persuasive advertising is to attract customers to buy the advertised product. Therefore, the advertisement tries to appeal to the customers in many ways. Devices and methods of appeal are the ways in which the advertisement is presented in order to achieve its purpose.
Advertising devices often appeal to people’s emotions and play on their fears.
The methods of appeal used is determined by the product to be advertised and the target audience.
Emotional Methods of Appeal
- Affluence – This is the type of advertisements that are targeted to the rich audiences. Devices of extravagance, luxury and wealth are used in these advertisements – exotic locations, expensive jeweler, and very large houses – for example, to persuade people to buy holidays, expensive cars and handmade fitted kitchens as well as banking and investment services.
- Nostalgia – For most people who live in the city, old fashioned or comfortable, warm surroundings are very much appealing. These are used as the scene for an advertisement to sell holidays in luxury hotels, cheeses and soft furnishings.
- Sexual attraction – this device is often used to advertise cosmetics, perfumes and cars. The user is shown to be attractive to the opposite sex by owning the particular car or using the particular perfume.
- Masculine or feminine appeal – Men are generally characterized as being strong, brave, well-built, tough and smart. Such male characteristics are used to sell male cosmetic products and sports cars. Female characteristics such as softness, prettiness, gentleness are used to advertise chocolates, nightwear and cosmetics.
- Romance – This is an advertising device often aimed at younger age groups. Chocolates, soap and cosmetics are often advertised in this way. success with the opposite sex and the product advertised are put together in the consumer’s mind.
- Fear of being alone/need for social acceptance – These advertisements play on people’s fear of being alone and not being part of the crowd. For example, advertisements implying that potential customers can join particular groups if they buy a particular product are popular with manufacturers of soaps and deodorants.
- Love of children and babies – Natural parental feelings and the desire for a happy family life may be used to boost sales of baby food, toys and games and breakfast cereals. Toddlers, babies and small children are often used in advertisements. They suggest softness and protectiveness.
- Fondness for animals – certain types of animals portray certain images. Puppies suggest playfulness and gentleness. This method of appeal has been used for toilet paper. Tigers exhibit strength and power. This image has been used to advertise petrol.
- Fear of being ill – advertisers of medicines, cold remedies, slimming programs and health products sometimes use pictures or descriptions of people who are not well and who will be helped by using the products advertised. This is an area in which there are harmful products are also advertised mostly through emails. For example, about online pharmacies selling wonder slimming products.
- Cleanliness and hygiene – advertisements for domestic appliances, cleaning materials floor polishes and detergents often use sparkling rooms and very clean clothes as a way of showing what these products can achieve. The implication is that the consumer will not have such a clean house unless she buys these products.
- Convenience – advertisers of washing machines, dishwashers and other household appliances often show pictures of life made simpler and easier by the use of labour-saving machines. This method of appeal may also be true for advertisers of convenience and ready-made meals who show how much time is saved by using a ready-made pizza or pie.
- Love of a bargain – many people likes to feel that they are buying something at a cheap price. Slogans such as ‘buy while stocks last’, ‘bargain of the week’ and ‘50% Off Sale’ are likely to attract the attention of many consumers looking for value for money.
- Hero worship – advertisers often pay famous personalities such as pop stars, actors, or sportsmen to use a specific company’s equipment or wear clothing showing a particular logo or brand or praise and recommend a product. People who adore the celebrity featured in the advertisement will want to use the same products.
- Ambition and status – many advertisers appeal to people’s desire to succeed in their jobs. The successful person in the advertisement uses the product, perhaps a particular model of a computer. If other people use it too, they will also be successful.
Other Methods of Appeal
Music – Music makes a television or radio advertisement more interesting. Lively music may make an advertisement exciting. Classical music may be seen as relaxing and be used for products such as designer clothes. Relaxing music and sight sounds may be used to advertise island tourist destinations.
Movement – many television advertisements show people moving about and doing something to catch the audience’s attention. Sometimes even an unrelated action may be shown to catch the attention before the real message is given.
Humor – Some of the most successful advertisements and most remembered are those that make people laugh. pPeople like to laugh. Advertisers as often introduce humor into the situations shown in advertisements. They may make use of jokes, cartoons or amusing situations.
Colour – an advertisement in colour appeals far more than one in black and white. Color used in newsprint makes advertisements stand out from the newsprint. The use of colour in glossy magazines adds to the appeal of the magazine for some readers. Advertisements for foods are made more appealing by the use of highly coloured presentations. Colour can convey all kinds of messages subconsciously about a product or service to the reader.
|Color in advertising|
|Examples:||Possible Massage||Examples of products advertised|
|Red or gold||Richness, romance, luxury||Chocolates|
|Black or purple||Drama, mystery, luxury||Chocolates|
|Yellow||Sunshine and brightness||Breakfast cereal|
|Green||Nature and freshness||Foods|
Durability – advertisers of cars, furniture and carpets sometimes stress the quality and reliability of their products saying that they will last for years.