Transcript Guilt Appeal

Selecting Message Appeals and
Picking Endorsers
(Continued)
Muhammad Waqas
Lecture 16
Recap
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• Types of Endorsers
• Endorser Attributes
Advertising Appeals
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• An appeal is central idea of an
advertisement.
• An appeal is the approach to attract the
audience.
• Its purpose is to influence consumers’
attitude towards the product, service or
concept.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Types of Advertising
Appeal
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There are several types of advertising appeals.
Few of them are as follow;
1. Rational Appeal
2. Emotional Appeal
3. Humour Appeal
4. Fear Appeal
5. Guilt Appeal
6. Sex Appeal
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Humour Appeal
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• Advertisers turn to humor in order to gain
attention, guiding customer comprehension
of product claims, influencing attitudes,
enhancing recall of advertised claims and
creating customer action.
• Humor advertisements generally involve
incongruity resolution.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Humour Appeal
Humor appeal
Feeling of surprise
Incongruity
Meaning determined
Humorous Response
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Struggle to understand
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Positive attitude towards the
Brand or advertisement
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Humour Appeal
1. An effective method for attracting attention.
2. Enhances liking of both advertisement and
brand.
3. May increase memory of advertising claims if
humor is relevant.
4. It does not have an advantage on nonhumor in
terms of persuasion.
5. It does not enhance source credibility.
6. Suitable for low involvement products.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Humor Appeal
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• Advertiser should be careful while using this
appeal. They have to take following
variables into consideration:
1. Audience characteristics
2. Culture
3. Distraction
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Muhammad Waqas
Humour Appeal
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Muhammad Waqas
Humour Appeal
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Humour Appeal
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Humour Appeal
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Humour Appeal
Play...
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1. hair cut advertisement India, funny ads,
India advertisement
2. MnM
3. Nike - Hotdog Stand
4. Camlin
Fear Appeal
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Appeals to fear in advertising identify negative
consequences of either:
1. Not using the advertised brand
2. Engaging in unsafe behaviour such as
drinking and driving, smoking, etc.
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Fear Appeal
Appeals to consumer fear stimulates audience
involvement with the message and promote
acceptance of argument.
Fear appeal can take two forms:
1. Social disapproval: e.g. Mouthwash,
deodorants, etc.
2. Physical danger: e.g. Driving under
influence of alcohol or drugs.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Muhammad Waqas
Fear Appeal
Intensity of Fear Appeal:
• More an audience experiences fear from an
advertised threat, the more likely it is that
they will be persuaded to take
recommended action.
• Level of threat in an ad should be according
to relevance of an issue i.e. More relevant
issues need little threat and vice versa.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Muhammad Waqas
Fear Appeal
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Muhammad Waqas
Fear Appeal
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Fear Appeal
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Fear Appeal
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Fear Appeal
Play...
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1. Embrace Life - always wear your seat belt
2. Michelin Tires commercial
3. Plus White Toothpaste
Sex Appeal
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Sex in advertising play several roles such as:
1. Attracts and holds attention for longer
period
2. Enhances recall of message points
3. Evokes emotions responses such as feeling
of arousal and lust.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Sex Appeal
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Effectiveness of sex appeal depends on its
relevance to advertised product and
advertisement’s primary selling point.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Downside of Sex
Appeal
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1. It interferes with consumer’s processing of
message arguments and reduces
comprehension.
2. Many people are offended by
advertisements which portray women and
men as brainless sex objects.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Muhammad Waqas
Sex Appeal
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
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Sex Appeal
Play...
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1. Diet Coke-Diet Coke Break
2. Pipe by Other
3. Train by Heineken
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Other Appeals
• Scarcity Appeal:
Things are shown rare or in short supply but in great
demand. Advertiser encourage immediate
response with appeals such as “ only a few are
left” , etc.
• Guilt Appeal:
People feel guilty when they break rule, violate their
own standards or beliefs, or behave irresponsibly.
Guilt appeals motivates to take responsible action
to reduce level of guilt.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Summary
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1. Advertising Appeals
References
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• Shimp T, 2010, Advertising, Promotion and
other Aspects of Marketing
Communications, 8th edition, SouthWestern.