Question

Describe the three types of appeals used in marketing communications messages and develop three different advertisements for the same brand of a product of your choice, each using a different appeal.

*I need the reference of this answer.

Answer 1

Aristototle was the first to name the three broad types of persuausion pathos ,lagos ,ethos.and at present they are known as emotional, logical and moral respectively. Most of the advertising appeals are emotional or logical.

Emotional appeal means that any advertisement that produce emotional response will reverberate with people. Instead of stating facts , emotion is used as a marketing technique  by the use of persuasive language and feelings.Emotional appeals can be negative or positve feelings . Eg sadness , anger, hope , pride etc.

Logical appeal where marketers only state facts about the product.and people believe the facts provided to them.The people are shown the practicability and functionality of the product .The people get to know what the product/service does , the features of the product, the cost of the product. Logical appeal is best used while working with retail customers.

Moral appeals of advertisement are directed to the consumers sense of deciding what is proper and correct.Moral appeal is used by marketers to make people support social and ethical causes.

The product of my choice is Pizza.An advertsiement showing a delicious pizza may arouse a person's taste buds and may reverberate with a peson's values and beliefs. This is emotional appeal .Reaching consumers by  appealing to their emotions is the most popular advertising technique.Again a delicious picture of pizza brand,with advertisement stating the facts ie benefits of the pizza, it is possible to reach the brains of customers . This is logical appeal.If advertisment cannot convince the heart ie emotional appeal , it can reach the brain ie logical appeal . Again a particular useful way of appealing to morals is questioning.Showing a delicious pizza the customers may be asked questions to whether they would do something unethical and then state that the new pizza shop has ethically sourced goods.

Reference-- 5 Types of Marketing Appeals .