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Advertising Appeals and Executions (George E. Belch & Michael A.Belch) Novrita Widiyastuti, S.Sos Advertising Appeal • 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.” • Hundreds of different appeals can be used as the basis for advertising messages. At the broadest level, these approaches are generally broken into two categories: informational/rational appeals and emotional appeals. Informational/rational appeals • Informational/rational appeals focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. • The content of these messages emphasizes facts, learning, and the logic of persuasion. Emotional appeals • Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service. Many consumers’ motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes. Advertising Execution • Straight sell or factual message • Scientific/technical evidence • Demostration • Comparison • Testimonial • Slice of life • • • • • • Animation Personality symbol Fantasy Dramatization Humor Combinations Advertising Execution • Straight Sell or Factual Message: this type of ad relies on a straightforward presentation of information concerning the product or service. This execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits. • Scientific/Technical Evidence: Advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims • Demonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation. Advertising Execution • The comparison execution approach is increasingly popular among advertisers, since it offers a direct way of communicating a brand’s particular advantage over its competitors or positioning a new or lesser known brand with industry leaders. • Testimonial: where a person praises the product or service on the basis of his or her personal experience with it. Testimonial executions can have ordinary satisfied customers discuss their own experiences with the brand and the benefits of using it. • Slice of Life: This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser’s product or service can resolve the problem. Advertising Execution • Animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used. • Personality symbol: developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. • Fantasy executions are particularly well suited for television, as the commercial can become a 30-second escape for the viewer into another lifestyle. The product or service becomes a central part of the situation created by the advertiser Advertising Execution • Dramatization: where the focus is on telling a short story with the product or service as the star. Dramatization is somewhat akin to slice-of-life execution in that it often relies on the problem/solution approach, but it uses more excitement and suspense in telling the story. • Combination: many of the execution techniques can be combined to present the advertising message. For example, animation is often used to create personality symbols or present a fantasy. Slice-of-life ads are often used to demonstrate a product or service. Comparisons are sometimes made using a humorous approach. • Humor