Types of Advertising Appeals & Great Examples of Top Brands Using Them | How Leading Brands Use Ads

Summary

This video script explores the 23 types of advertising appeals, crucial for marketers to stand out in the daily deluge of 4,000 to 10,000 ads. It covers emotional appeals like humor, fear, and love, and rational appeals such as problem-solving and statistics. Examples from brands like Gillette, IKEA, and Victoria's Secret illustrate each appeal, providing viewers with insights to enhance their marketing strategies.

Takeaways

• 📊 On average, a person is exposed to between 4,000 to 10,000 ads daily, highlighting the challenge marketers face in making their ads stand out.
• 💡 Ads can be categorized into emotional and rational appeals, with 23 different types of appeals to effectively reach an audience.
• ❤️ Emotional appeals provoke feelings and emotions, such as personal, social, fear, humor, celebrity, sex, romance, youth, adventure, popularity, and music appeals.
• 🔍 The empathy appeal is particularly challenging as it requires viewers to identify with a problem they may not have experienced, often used in public service announcements.
• 🚀 The potential appeal focuses on turning dreams into reality, exemplified by Lego's ads that help kids see their potential.
• 🏆 Brand appeal allows companies to sell products at a higher cost due to the perceived status associated with the brand.
• 🔑 Rational appeals focus on facts and logic, including pain solution, scarcity, statistics, testimonials, contrasting, problem-solution, beauty, and natural appeals.
• 🛑 The pain solution appeal addresses a problem and provides a solution, making brands more successful when they can identify and solve consumer issues.
• ⏰ Scarcity appeal creates a sense of urgency by suggesting that a product is available for a limited time, increasing its desirability.
• 📈 Statistics appeal uses facts and figures to support a brand's message, appealing to more rational consumers.
• 🆚 Contrasting appeal compares a product with another or highlights life without the product to show how a brand is superior.

Q & A

How many ads does the average person encounter daily according to digital marketing experts?

Digital marketing experts suggest that the average person is exposed to anywhere from 4,000 to 10,000 ads a day.

What are the two categories of advertising appeals mentioned in the script?

The two categories of advertising appeals mentioned are emotional and rational.

What is an example of an emotional appeal used in the script?

An example of an emotional appeal is the Gillette ad that uses sandpaper and research to show the importance of skin-to-skin contact with a newborn baby.

How does the social appeal work in advertising?

The social appeal captures the desire to be part of popular trends and what surrounds us. An example given is an IKEA ad playing into the popularity of 'The Game of Thrones' TV show.

What is the humor appeal in advertising and why is it considered rare?

The humor appeal grabs attention and sparks response by being funny. It's considered rare because humor is subjective and what one person finds funny, another might find offensive.

Can you explain the celebrity appeal in advertising with an example?

The celebrity appeal uses famous personalities to stir popularity. An example is Beyonce endorsing Pepsi, even though she has nothing to do with the creation of the product.

What is the sex appeal in advertising and how does it work?

The sex appeal uses attractive models and sexy product shots to sell products. It plays on the idea that 'sex sells', as seen with brands like Victoria's Secret.

How does the adventure appeal in advertising make consumers feel?

The adventure appeal shows where products can take consumers, creating a sense of excitement and 'what if'. It's often used by car companies, active lifestyle brands, and travel companies.

What is the music appeal in advertising and how does it influence the viewer?

The music appeal uses the right music to complement the setting of the ad. It can inspire motion or encourage action from a viewer, making them more likely to choose one brand over another.

Can you describe the empathy appeal in advertising and its purpose?

The empathy appeal is used to get viewers to identify with a problem they may not have seen before. It's often used in public service announcements to evoke emotion and understanding towards a cause.

What is the potential appeal in advertising and how does it manifest?

The potential appeal turns dreams into reality by showing what could be. An example is Lego's ad series placing kids in roles like rock stars or astronauts, showing their potential.

How does the brand appeal allow companies to sell their products at a higher cost?

The brand appeal allows companies to sell products at a higher cost due to the perception of status associated with the brand. It's about the exclusivity and status rather than quality.

What is the pain solution appeal and how does it direct consumers?

The pain solution appeal directs consumers on where to go and what to do to solve a problem. It's about providing a solution rather than just focusing on the product itself.

Can you explain the scarcity appeal and how it makes products more desirable?

The scarcity appeal pairs with phrases like 'limited time', making the product seem more desirable because it may not be available for long or may be hard to find.

How does the statistics appeal work in advertising?

The statistics appeal uses facts and figures to highlight issues or make a point. It appeals to those who are more rational in their approach, as seen in an ad by Facebook highlighting wage inequality.

What is the contrasting appeal in advertising and how does it compare products?

The contrasting appeal compares a product with another or highlights what life would be like without the product. It shows how a brand is a step above the rest in a subtle way.

How does the vulnerability appeal work and what is an example of its use?

The vulnerability appeal shows transparency about a product's flaws, showing realness and earning trust. An example is Volkswagen playing off their previous model's flaw with third-row seating in a new model.