Types of Advertising- The Emotional approach. Final Part
Welcome to the final article discussing the types of advertising: Emotional appeal, the remaining ways of advertising under the emotional appeal will be mentioned here, along with examples demonstrating how it is being used to convey the message.
- The Adventure appeal
In this appeal, companies advertise their product/service as something that will increase the consumer’s sense of adventure. Their target audience is the people who live on the edge, energetic, have exciting lives, always on the look for their next thrill, and a desire to go on a journey filled with excitement.
The taglines play on said feelings like, take a ride, explore, let yourself go...etc, promoting youthful spirit, endless rush and a peak of adrenaline that can be achieved when consuming said product.
Example: Sperry, a brand that makes boat shoes, made a campaign with the tagline “try living for a living.” advertising that the adventure starts with the right shoe or Jeep ads that focuses on driving the car to explore new places and ignite the adventurous side of people.
- The Empathy appeal
They say that honesty is the best policy and when it comes to advertising and marketing., authenticity and honesty are major factors to make a statement or an ad.
So if you want to build a connection with audiences through being authentic, you’ve to understand their emotions and what better way to make your message heard than empathy? Audiences want to be seen, identified and for people to feel how they feel, the message of these ads could be formed as (We see you and we feel you, or to be an awareness of something sinister and hurtful)
Like ads that talk about heart diseases and its harmful effect on children, an ad that talks to all concerned families, it makes the voices of the parents who have offspring suffering from heart condition heard, the ad is a way to show how the company understands what people go through.
- The Potential appeal
In these types of ads that use the potential appeal, they have the purpose of giving people hope, inspire them to do actions and motivate them, the companies want for the consumers to feel better and make a change through using the product that can assist them in reaching their fullest potential.
Take a look at the motivational ad from Nike’s made in 2017 about women empowerment, called “What will they say about you?” that encourages them to cross over barriers, not think about any stigma and pursue their dreams.
https://www.youtube.com/watch?time_continue=46&v=F-UO9vMS7AI&feature=emb_logo
- The Brand appeal
The type of advertising done by companies depends on the preconceived notions of people’s awareness of the brand, it’s used by companies who have a sophisticated image and elite qualities attached to them.
It plays on the brand recognition, the product is advertised along with the prestige that comes with it, getting the item will put you in a high place, transfer you into a life of luxury, and also remind the already fans of the product why they love it.
The ads are aimed at people who want to elevate their social status and enhance their image, for instance, ads by famous clothing brands like Balenciaga, Louis Vuitton, Chanel and more to mention.
- The Personal appeal
Once again we come back to relatability with the personal appeal, used to connect with people, appealing to their emotions through strong imagery, and relying on feelings,
These types of ads usually are made to appeal to families or it talks about other human-to-human interactions in addition to being very specific in their tone of voice and who they address.
For instance, an ad that talks to mothers who just gave birth or have grown-up kids, in these ads, they address the mothers’ emotions yet make them feel good.
https://www.youtube.com/watch?v=OmWW9wKC_zw
THE FINAL CONCLUSION
To all the lovely readers, we have reached the end of the three-part articles discussing the emotional appeal in advertising and the takeaway of these articles is not to say there is a right appeal and wrong appeal to make an ad, what’s most important when making an ad is how you want to be seen, how to make your message to stick around, and to play with the right string of hearts to make a long last impact on your audiences.
Do your research, don’t follow other people’s footprints cause what suits them might not suit you and remember, to think about the people and their needs when making an ad.