Types of Advertising (Emotional Appeal, Part Two)
Welcome back to the second part out of a three-part series about the emotional appeal in advertising.
without any further due, let's continue part two of the emotional appeal series and how it’s used to plant its seeds into the audience.
- The Social appeal
Everyone wants to be a part of something, longing for acceptance, love and validation, Therefore, the company uses social appeal as a mean to arouse people’s interest, focusing on making the audience feel included, to say that their products/services will bring them the ultimate joy, inclusivity and can give love with the group of people they love the most.
One of the brands that used this appeal was Coca-cola, that had their bottles carrying the names of people, encouraging them to share a bottle of coca-cola with whom they want, building a sense of connection
- The Sexual appeal
People are longing for acceptance and to be included as stated in the social appeal, however, the sexual appeal takes it a step further, focusing more on feeling sexy and playing on people’s desire to lusted over, to be wanted by the other sex, to be able to attract them, and be empowered by their confidence.
Despite the sexual appeal is used to captivate audiences and make them feel attractive when using said product, it has many disadvantages used in a sexist way to demean women or was done in a distasteful way, take a look at the controversial ad campaign for Dolce & Gabbana in 2007 that crossed the line between advertising sex and rape, as it showed a woman being restrained by a couple of men, this ad caused a lot of media scrutiny that ended up being pulled out of publication in Spain and Italy, so it’s important to create an ad that promotes attractiveness but in a good taste.
- The Youth Appeal
FEEL THE YOUTH, AGE IS JUST A NUMBER, DON'T BE RESTRAINED!
These are some of the keywords used in the youth appeal, which is used to people over the age of 40, used by advertisers to get them into buying the product that will resurrect their youth.
The approach is also about selling an attitude, that being young is a lifestyle and not defined by age, that the desire to be healthier. More energetic and lively exists in the product.
An example of said appeal could be found in ads for anti-aging creams, hearing aid, other products or services for the elderly.
- The Popularity Appeal
Popularity appeal is a bit similar to social appeal.
In the social appeal, it relies on inclusiveness and sharing the feeling of joy for your loved ones.
On the other hand, popularity appeal depends on as the name says it, popularity, to say that "This product/service is welcomed and used by everyone, you should also use it, or what prevents you from joining the masses? buy the product and be popular"
It can be applied in different forms, from attracting product/service users to prove the product’s excellence, peer pressure to persuade consumers to buy the product, but this method is not always suitable, an example, a consumer might do their research on the product advertised, only to find out that the people who advertised it were wrong in their statement.
Still, this appeal is used because it plays on people’s feeling of wanting to be popular and on-trend.
- The Musical Appeal
The goals of the musical appeal are to:
A) make your brand’s image to be lively and energetic
B) attract attention
C) make people feel good
D) make the viewers remember the product and service.
With the right music and catchy lyrics, advertisers can make the ad memorable and encourage action from the viewers, and also make them happy and upbeat.
It doesn't use the song as a complete advertisement full of information.
All information about the service is cleverly expressed in the background. Music and beautiful tunes are the focus of the advertisement, it’s about making people sing the song.
For example, Orange (formally known as Mobinil) hired famous singers to cover Dalida’s iconic song ????? ?????? and Etisalat’s ad, featuring Mohamed Ramadan singing about "???? ???? ?? ???"
Both were memorable and had a huge effect on audiences who sang these songs for the longest time.
Let’s not forget the most memorable jingle that people still sing to this day, the iconic IM Ad for the internet service (07775000), that was engraved into every millennials' brains.
https://www.youtube.com/watch?v=ceMQlFVjLNo
https://www.youtube.com/watch?v=aNv-L18kSyk
https://www.youtube.com/watch?v=lGkwKxY2h9k&pbjreload=101
Ladies and gentlemen, We have reached the end of the second article discussing the emotional appeal in advertising, still, there’s a lot of appeals that haven't been talked about here that will take forever to discuss in one article, so make sure to stay tuned for the final article discussing the rest of the emotional method technique in advertising.