Marketing Communications

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Marketing Communications

113

Advertising Techniques

TYPES OF APPEALS

1. PRIMARY APPEALS: are aimed at inducing consumer to buy a particular type of product,
   for example, detergent.


2. SELECTIVE APPEALS: are aimed at inducing the purchase of a particular brand, for
   example “COCA COLA”.


3. EMOTIONAL APPEALS: are directed at the prospective buyers sense of feeling, the buyers
   emotion, it is usually directed at primary wants – such as hunger, sex, companionship
   and others – for example “MACLEANS”, with the payoff line “the man with the confident
   smile” – signifying social approval.


4. RATIONAL APPEALS: are directed at the buyer’s sense of reasoning, often directed at
   secondary needs such as efficiency, economy, quality, etc.


5. NEGATIVE APPEALS: warns people against an undesirable situation or condition that
   might arise if the advertiser’s product is not used.


6. POSITIVE APPEALS: suggest rewards to be gained by responding to a message or using
   the advertised product. (Warshaw and Kinnear, 1983 and Shimp, 2000).

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