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    Appeals and Execution Styles

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    sanjeev05
    This document discusses advertising appeals and execution styles. It begins by introducing the concepts of appeals and execution styles, which refer to the approach and manner used to attract consumer attention and influence feelings. The document then categorizes appeals as either rational/informational or emotional. Rational appeals focus on functional benefits while emotional appeals relate to social/psychological needs. Different execution strategies like demonstration, testimonial, or humor can be used for different appeals. Finally, the document provides examples of specific execution styles for rational appeals like problem-solution, and emotional appeals like humor, eroticism, fear, and agony. It aims to explain how the advertising message can be crafted and executed based on the chosen appeal.

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    Appeals and Execution Styles

    Uploaded by

    sanjeev05
    2K views12 pages
    This document discusses advertising appeals and execution styles. It begins by introducing the concepts of appeals and execution styles, which refer to the approach and manner used to attract consumer attention and influence feelings. The document then categorizes appeals as either rational/informational or emotional. Rational appeals focus on functional benefits while emotional appeals relate to social/psychological needs. Different execution strategies like demonstration, testimonial, or humor can be used for different appeals. Finally, the document provides examples of specific execution styles for rational appeals like problem-solution, and emotional appeals like humor, eroticism, fear, and agony. It aims to explain how the advertising message can be crafted and executed based on the chosen appeal.

    Original Description:

    Advertising Appeals

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    This document discusses advertising appeals and execution styles. It begins by introducing the concepts of appeals and execution styles, which refer to the approach and manner used to attract consumer attention and influence feelings. The document then categorizes appeals as either rational/informational or emotional. Rational appeals focus on functional benefits while emotional appeals relate to social/psychological needs. Different execution strategies like demonstration, testimonial, or humor can be used for different appeals. Finally, the document provides examples of specific execution styles for rational appeals like problem-solution, and emotional appeals like humor, eroticism, fear, and agony. It aims to explain how the advertising message can be crafted and executed based on the chosen appeal.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views12 pages

    Appeals and Execution Styles

    Uploaded by

    sanjeev05
    This document discusses advertising appeals and execution styles. It begins by introducing the concepts of appeals and execution styles, which refer to the approach and manner used to attract consumer attention and influence feelings. The document then categorizes appeals as either rational/informational or emotional. Rational appeals focus on functional benefits while emotional appeals relate to social/psychological needs. Different execution strategies like demonstration, testimonial, or humor can be used for different appeals. Finally, the document provides examples of specific execution styles for rational appeals like problem-solution, and emotional appeals like humor, eroticism, fear, and agony. It aims to explain how the advertising message can be crafted and executed based on the chosen appeal.

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    © All Rights Reserved
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    The document discusses different types of advertising appeals and execution styles that can be used to convey advertising messages.

    The document discusses two main types of advertising appeals: informational/rational appeals and emotional appeals.

    Some examples of execution styles for rational appeals discussed are talking head, demonstration, product in use, before and after, and comparative advertisement.

    APPEALS AND

    EXECUTION STYLES

    Sanjeev Kumar

    INTRODUCTION
    Once the major selling idea/ big idea and the
    advertising campaign theme has been agreed upon, the
    creative team then turns its attention to determining
    the specific type of appeal and execution style that will
    be used to carry out the creative concept.
    The focus of this lecture is on how the advertising
    message will be executed and considers the various
    appeals or approaches used to as well as the creative
    execution styles that can be used to turn the appeal
    into an actual advertisement

    APPEALS AND EXECUTION


    The advertising appeal refers to the
    approach used to attract the attention of
    consumers and/or to influence their feelings
    toward the product, service, or cause.
    An advertising appeal can also be viewed as
    something that moves people, speaks
    to their wants or needs, and excites
    their interest.
    The creative execution style is the way a

    ADVERTISING APPEALS
    Advertising appeal refers to the basis or
    approach used in the advertisement to elicit
    some consumer response or to influence their
    feelings toward the product, service, or cause.
    At the broadest level, these approaches can
    be broken down into two categories or classes
    which are informational/rational appeals
    and emotional appeals

    ADVERTISING APPEALS
    Informational/rational appealsThese types of appeals focus
    on the consumer's practical, functional or utilitarian need for
    the product or service and/or specific reasons for owning a
    particular brand.
    Emotional advertising appeals - These advertisements whose
    main purpose is to relate to consumers' social and/or
    psychological needs for purchasing a product or service.
    convey an image.
    Both for emotional and rational appeals, different formats or
    execution strategies and different types of endorsers can be
    used

    ADVERTISING APPEALS

    RATIONAL APPEAL:
    EXECUTION

    Talking head: features an ordinary person


    telling a story in his or her own words. It relies
    on the positive membership reference group
    effect.
    Demonstration: shows how the product can
    be used and takes away any anxiety about
    how to use the product.
    Product in Use : Harpic Flushmatic
    Before and After: Fair and Lovely anti Marks
    Cream

    TALKING HEAD

    DEMONSTRATION

    RATIONAL APPEAL:
    EXECUTION

    Problem solution: shows first a problem and next the solution the
    brand can offer.

    Testimonial: This format features real experiences of real people,


    backed by evidence
    Slice of life : This style shows one or more typical people buying,
    using or preferring the product in the normal setting
    Dramatisation: is a more intense form of a slice-of-life.
    Comparative advertisement: can be used as a means of
    differentiating the brand from a competitors. In direct
    comparison, the ad explicitly names the comparison brand, while
    in indirect comparison the brand claims to be superior on certain
    attributes.

    EMOTIONAL APPEAL
    :EXECUTION
    Humour :Humorous advertising can be defined as an appeal
    created with the intent to make people laugh
    Eroticism: Defined very broadly, an ad can be classified as
    erotic if one or more of the following elements are present:
    partial or complete nudity, physical contact between two
    adults, sexy or provocatively dressed person(s), provocative
    or seductive facial expression, and suggestive words or
    sexually laden music, etc.
    Fear :Fear appeal is negative appeal that cautions consumers
    against a risk or talks about the ills of not using a product.
    Agony: Help people get out of problem

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