Question

An advertising appeal represents a reason to purchase a product or service.

Automobiles are frequently advertised using cash-back promotional techniques that appeal to peoples’ desire to save or make money.

Automobile advertisements also frequently capitalize on fear by emphasizing safety features such as air bags and antilock brakes.

Hellmann’s Light mayonnaise ads offer health appeal by focusing on low cholesterol and calorie levels.

Verizon capitalizes on celebrity appeal by using actor Luke Wilson to promote its wireless service.

LensCrafters focuses on convenience and time-saving appeal in its ads for “lenses in about an hour.”

REQUIRED

1-Develop a paragraph on what you would use as an advertising appeal for an umbrella. State as many reasons why you feel that is the advertising appeal that will increase sales the most.

Answer 1

1. Advertisement appeal for an umbrella may be a social appeal where everyone is seen with an umbrella to save oneself from rain or sun, and carrying an umbrella is a symbol of being within norms of the society and complying to the social standards. Other appeal can be romantic appeal, where carrying an umbrella can be seen as an activity with an element of romance in it. The advertisement may feature a couple walking at leisure on a winding hilly road amidst drizzle and gentle breeze. Here, an umbrella can be associated with a blissful moment of romance.

The choice of appeal depends on the target market. A company manufacturing colorful, swanky and trendy umbrella for young, fun loving people, who wish to use it more as a style statement than a saviour from elements, will see the romantic appeal more effective in prompting them to buy one. On the other hand, a company manufacturing a functional umbrella that saves the people from rain or sun, is more likely to adopt a social or fear appeal.