Marketing Snippet: A few Simple Advertising Appeals
A spotlight on six primary marketing appeals used in advertising
There are numerous marketing appeals that brands deploy across market sectors, but there are six primary appeals:
- Fear
- Sex
- Humour
- Scarcity
- Music
- Nostalgia
This article will discuss each one, as for now, marketing may be the only channel for brands to connect with their consumers for the foreseeable future.
№1 — Fear
This appeal is used because it works.
Studies show that fear increases both the viewer’s interest in an advert and increases the persuasiveness of that ad. Fear appeal is used to create anxiety in the audience.
The aim is to arouse individuals to take action.
Fear stresses the negative consequences that may occur if behavior remains unaltered. For example, smoking or drink-driving ads. Fear also uses the threat of social disapproval, a rejection that one might suffer if he or hse doesn’t use a certain product or service.
Fear attracts attention and interest, motivating the recipient to act. To resolve the problem proposed in the ad.
That said, high levels of fear can have an inhibiting effect if the receiver blocks it out emotionally by turning it off.
№2 — Sex
Sex sells — its main approach is to build brand awareness. Sexuality is used in advertising in four ways, which are:
- Overt sexuality, which is becoming more common.
- Nudity or partial nudity, both male and female models.
- Subtle sexual suggestiveness, to make the product seem sensuous.
- Sensuality is tailored to suit gender. For example, when targeting women, who tend to respond to a sensual suggestion rather than overt sexual approach. An alluring glance across a room, instead of strong images.
Are Sex Appeals Effective?
Studies have investigated sex appeals and nudity in advertising. Almost all conclude that sex and nudity do boost attention, regardless of the gender of the people in the advert or audience gender.
While sexually-oriented ads attract attention, brand recall is low for ads using sex appeal.
A common sexual appeal in advertising is to use decorative models in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus but with no other functional purpose in the ad.
Disadvantages of Sex Appeal in Advertising
One major criticism of sexual-based advertising is that it perpetuates around dissatisfaction with one’s body. A form of manipulation. Then again maybe all marketing is.
The problem with stereotyping females in ads takes on a different twist in some countries. For example, in Saudi Arabia and Malaysia, women must only be shown in family settings.
In general, brands use sex to make their products more appealing. It’s considered a legitimate tactic by many firms.
However, the goal should be to use sex in a manner that is consistent with the product, and within ethical standards.
№3 — Humor
Humour works. Period. It gets attention and keeps it, which helps an advert to cut through the clutter of noise.
Humour is used in about 30% of all advertisements.
The success of humor in adverts is based on three steps:
- Watch
- Laugh
- Remember
Recall tests show that humorous ads are the most remembered. To work, the humor must be directly connected to the product’s benefits.
Humorous ads can backfire too. Advertisers need to be careful to avoid letting the humor overpower the advert. When humor fails, it's usually because the joke is remembered but the product or brand is forgotten.
Sarcasm and jokes made at someone’s expense are often popular with younger audiences but not well received by baby-boomers and older generations.
№4 — Scarcity
Scarcity is based in psychology. This appeal urges consumers to buy a particular product because of availability, limited edition. This limitation can be a number, or that the product is available for a limited time.
The scarcity appeal is used with other promotions, such as price discount to encourage consumers to convert.
The main benefit of scarcity is that it encourages consumers to take action.
№5— Music
Music grabs attention, increasing the retention of visual information at the same time.
Most consumers remember the song along with images of a brand or product.
Music improves recall of visual and emotional ad dimensions. Music can also enhance the persuasiveness of an argument.
Musical memories are often stored in long-term recall areas of the brain.
As such, music can be:
- An incidental part of the primary theme of the advert
- Used to misdirect the audience so a surprise ending can appear
- Anything from romantic, whimsical, to dramatic works
An important decision involves the selection of a familiar tune versus creating an original piece of music for the advert.
Well-known songs have an advantage!
Consumers who have developed an affinity for a song means that marketers can cleverly transfer association with a product or brand.
On that note (pun intended), popular songs tend to be costly while many owners refuse to sell. As a result, advertisers now look for new, less known musicians to reduce costs.
№6 — Nostalgia
As the recession unfolds, marketers will try to tap into fond memories to help sell what few products shoppers are still buying.
Advertising appeals to nostalgia are known to be effective with Baby Boomers, particularly when used in marketing campaigns that evoke memories of the Boomers’ “flower power” youth of the 60s and 70s.
Although this is becoming evident for other generations too. Nokia’s 90s phone is again available today and bands like Duran Duran have made second and third comings.
Research suggests that consumers appetite for nostalgia is getting stronger.
The New York Times argues that nostalgia-driven brands and products are particularly appealing in times of economic turbulence.
Consumers are more likely to return to what they know in times of uncertainly, disruption. Retailers are more likely to give space to the tried and tested brands, who are tempted to reinvigorate old formulas rather than invest significantly more NPD.
Final Thoughts
If you enjoyed this article I invite you to read more Marketing insights and welcome your feedback on the articles below.
Marketing Snippet: Using Celebs to Endorse Your Brand
Logo: The Anatomy of a Creative Storytelling Logo
Strategy: A Complete Marketing Plan for the Photography Studio I Just Got Beautiful Portraits From
Nando’s Case Study: A Restaurant With Excellent Execution of Basic Marketing Principles
Industry: How the Coronavirus Is Affecting Online Retailers
Ecommerce: How to Instantly Boost Your Web Store Sales
Online Retail: How to Improve Your Online Business in 2020
Happy reading folks!
