Emotional Appeals in Advertising

Emotional appeals are the exact opposite of the rational appeal. While rational appeal involves a deliberate reasoning process, emotional appeal aims to stir up emotions which are below the level of consciousness.
Emotional appeals are used by advertisers to excite the target group with the use of the emotions in the communication, thus directing them to make a purchase of the product or offering. 

Some of the emotional appeals are listed below. Let's take a quick look at the emotional appeals used in advertising.

FEAR APPEAL:
Fear Appeal is the most commonly used appeal when it comes to advertising a product. The greater the level of fear generated in a communication, the greater is the effectiveness of the message.
Fear appeal is particularly used when you want your target audience to start using your product or offering.
Fear Appeal is used is certain ways. At times advertisers show that since an individual is not using a particular product and hence he is losing friends, social status, job, position.
For example, Himalaya Sparkling white came up with a campaign where in they showcased that a girl with yellow teeth is often mocked by her friends. (Ref: https://www.youtube.com/watch?v=OEZpR9IsZtg)

If you wish to stop certain behavior/habit of the target group fear appeal works the best. Usually used in Public service announcements. A Don't Drink and Drive initiative by BMW came up with this brilliant ad with a hard hitting copy.



Fear Appeal is also used in selling across the mutual funds and life insurance commercials. 
However research states that at times extremely great fear appeals are lesser effective as compared to moderate fear appeal.

SEX APPEAL:

Sex appeal is used to a great extent in India when it comes to contraceptives, deodorants, lingerie and likewise . A study showcased that when sex appeal is used in advertisements men could recall the illustration however could not associate the brand with it. When it comes to using sex appeal the interpretation of the same differs from region to region and culture to culture.
Several brands like Wildstone, Engage Deodrants, Slice are using sex appeal to promote their products.

HUMOR APPEAL:

Humour appeal is used to sell FMCG products or durable goods. However it is suggested that using humour appeal to sell products like mutual funds, insurances or other serious products should be avoided.
However some financial institutions have made use of humour appeal in a brilliant way. ICICI came up with a commercial which had a imaginary character named Chintamani. A remarkable campaign executed with a strong punch line "No Chinta only money"
(Ref: https://www.youtube.com/watch?v=iUrQpr5zcPg)

There are certain advantages of using humour appeal. It leads to considerable brand recall. It creates a positive mood  and lead to the mental registration of the humour used in the ad leading to favorable association with the brand.

Humor appeal is used in chocolate brands, namkeen, soft drinks and likewise. 
The legendary Suresh Ramesh Campaign executed by 5 Star makes use of humor appeal. (Ref: https://www.youtube.com/watch?v=X3352Gric7M)
Kurkure also makes use of humor appeal in its commercials with the use of their strong punch line "Tedha hai par mera hai" (Ref: https://www.youtube.com/watch?v=bO52OsNOCE0)

My next blog will be regarding the basics of Direct Marketing. So stay tuned!

Rational Appeal in Advertising

Let's talk appeals! To be precise Rational Appeal which is used in advertising to a great extent.

Rational appeals are particularly directed at the thinking process of the target audience. Rational appeals are used by the advertisers intentionally or consciously. The main aim to communicate through rational appeal is that the individual is likely to get the functional benefit if he/she is going to consume or utilize the product.

The ads with rational appeal is always effective and fruitful. Following are some buying motives which are usually considered as rational motives.

High Quality:
When ever it comes to consumer durable products or electronic gadgets, quality plays the key role. Communicate the target audience that the product or the offering you have is of apex quality and you have done your job. Many a times a consumer will buy a product because of the good quality and not merely because of the style or the fashion statement.

Example: Tata I-Shakti Dal talks about unpolished dal which is better in quality as compared to the lustrous polished dal. In this particular commercial Sanjeev Kapoor highlights the superior quality of the product/offering (Ref: https://www.youtube.com/watch?v=ntEYYw_sI-M)

Low Price:
At times low price can be a major factor. At times people think that the products which are available at a lower cost will be similar to the reputed products. They also have this rationale that their reason of purchasing the lower price product will be accepted as good one by his social group.

Example: Big Bazaar has been running Wednesday Bazaar, a day in the week where in there are heavy discounts on many products. So during Wednesday Bazaar, people may buy a local ice cream brand rather than buying a Baskin Robbins since the local ice creams may be available at a lower price (Ref: https://www.youtube.com/watch?v=_pmWGaxwmyY)

Long Life: 
Durability is a factor which is sought by everybody. Hence one more factor which is likely to appeal to the rationale of your target audience can be the durability of a product/offering.

Example: The Classic Ambuja cement Ad featuring Boman Irani which talks about the everlasting durability of  Ambuja Cement. The wall which stood tall even after multiple failed efforts to bring it down. (Ref: https://www.youtube.com/watch?v=4mVSjBBBHFA)

Easy to use:

Another key aspect which appeals the human rationale. In today's world every body is too busy and seek products which are easy to use. So particularly a washing machine which is automatic or a kitchen mixer which switches off after a pre determined period of time use the easy to use rational mtoive.

Example: Godrej came up with an advertisement for GoodKnight Fast Card. In this particular commercial they showcased the 3 easy steps with which every body can get rid off mosquitoes. A brilliant commercial highlighting the utility of the product in easy steps. (Ref: https://www.youtube.com/watch?v=_awQeO0o0K4)

Economy:

This motive works the best. Define the economy aspect of a particular product and appeal the target group.

Example: Maruti came up with a campaign "Kitna Deti Hai" which was highly appreciated across the country by the critics. The key message that Maruti aimed to communicate was, for a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars. (Ref: https://www.youtube.com/watch?v=tzW7Sxzkr1Y)