Question

Give two example each of advertisements with :

1. Rational appeal (two examples)

2. Negative emtional appeal (two examples)

3. Social appeal (two examples)

Answer 1

1. Rational Appeal

The Rational Appeal that directly persuades audiences to make a purchase something or act on something by creating appealing to the audience sense of reason, intelligence, and logic. This concept is effective makes something into more sense or seem to be obvious in such a way that it really can't be judged or argued.

Examples: (a) if the company is advertising a car and that you know has the technical features that will directly appeal to your audience (it may be enhanced user experience, comfort, sound system, higher safety rating, better gas mileage, and so forth), the rational appeal make the audience nod their head and say, “yep, that makes complete sense. (b) In the Nokia ad, the company mentioned the tagline of ‘the phone theatre, new Nokia Lumia series’. It showcases the user experience, but not the same feeling of the theatre in experience, but in the feel’.

2. Negative Emotional Appeal

Negative appeals in advertisements always challenge the theories established by inventors, practitioners, and academics on the area of expertise on the grounds that the negative emotional applications have a solid place in advertising. The main driver for making into the importance of negative emotions, as a means of mainstream advertising, has to do with directly examining the prevailing sentiments of how to use effectively in sway consumers.

Examples: (a) Public service announcements (PSAs) are sponsored by nonprofit organizations (e.g. Society for the Prevention of Child Abuse, American Diabetes Association, etc.) that have been directly designed to uplift or evoke the emotions such as guilt, fear, violence, or pity. While the objective of the PSAs is to stimulate the listener's awareness, focus, and it influences attitudes toward a given concern, many of the PSAs do utilize the affective responses to motivate helping behavior. (b) The Coca-Cola Company demonstrated that the experimentally induced negative moods or feelings such as fear (Shelton and Rogers, 1981), sadness (Cialdini and Kenrick, 1976), guilt (Hoffman, 1982), and empathy (Coke, Batson and McDavis 1978) can have a very strong influence on creating a positive attitude toward helping. The negative emotion to create a positive influence.

3. Social Appeal

Social Appeal is one of the roughly twenty advertising strategies that the marketing professionals use to connect or persuade people to buy a certain product, donate to a cause, pay for a service, or otherwise be persuaded through the ad. It attracts the audiences to a product, entity, or service by giving them a sense of social acceptance in the core.

Examples: (a) Axe commercials focus on encouraging men to buy their products to have a better game with the mass female population. The social appeal of the product is exposed thought he advertisement of the brand. (b) The feeling of inclusion in the group, a cheering moment of friendship that creates a social appeal through the ads of Dominos Pizzas, a group of people eating a slice of pizza and sharing the happiness through the time in Dominos outlet.