Emotional Appeal Exposition: An appeal to emotion is a type of argument which attempts to arouse the emotions of its audience in order

to gain acceptance of its conclusion. Despite the example of Mr. Spock from the original Star Trek television series, emotion is not always out of place in logical thinking. However, there is no doubt that strong emotions can subvert rational thought, and playing upon emotions in an argument is often fallacious. When are appeals to emotion appropriate, and when are they fallacious? No student would attempt to prove a mathematical theorem by playing upon the teacher's sympathy for the long hours of hard work put into it. Such an appeal would be obviously irrelevant, since either the proof is correct or it is flawed, despite the student's best efforts. In contrast, if the teacher attempts to motivate the student to work on proving the theorem by invoking the specter of a failing grade, this appeal to fear is not irrelevant. So, one distinction between relevant and fallacious appeals to emotion is based on the distinction between arguments which aim to motivate us to action, and those which are intended to convince us to believe something. Appeals to emotion are always fallacious when intended to influence our beliefs, but they are sometimes reasonable when they aim to motivate us to act. The fact that we desire something to be true gives not the slightest reason to believe it, and the fact that we fear something being true is no reason to think it false; but the desire for something is often a good reason to pursue it, and fear of something else a good reason to flee. Even when appeals to emotion aim at motivating us, there is still a way that they may fail to be rational, namely, when what we are being persuaded to do has insufficient connection with what is arousing our emotion. For instance, a familiar type of emotional appeal is the appeal to pity or sympathy, which is used by many charities. Photographs of crippled or hungry children are shown in order to arouse one's desire to help them, with the charity trying to motivate you to write a check. However, there may be little or no connection between your check and the poor children you wish to help. Certainly, your money will probably not help the specific children you see in such appeals. At best, it may go to help some similar children who need help. At worst, it may go into further fundraising efforts, and into the pockets of the people who work for the charity. In such cases, what is needed is an argument that there is a causal connection between the action motivated by emotion and the circumstances that arouse that emotion. Will writing a check help the pitiful children? Will voting for this candidate help prevent frightening circumstances? If all that a charity or candidate does is arouse emotions, that is no reason to give them money or votes. When we feel strong emotions, we want to do something, but we need good reasons to believe that the something we do will be effective. :

T. Edward Damer, Attacking Faulty Reasoning: A Practical Guide to FallacyFree Arguments (Third Edition) (Wadsworth, 1995), pp. 44-56. David Hackett Fischer, Historians' Fallacies: Toward a Logic of Historical Thought(Harper Torchbooks, 1970), p. 304.

Emotional Appeals in Persuasive Writing infusion.allconet.org/webquest/MTAPP/EmotionalAppealsfireball.ppt

Emotional Appeals. Emotional appeals all have two things in common: 1. They attempt to elicit an emotional response that will serve as the basis of any decision made, instead of presenting an argument and relying on its soundness. 2. As a result, they are never acceptable in an argument, though they can be quite effective in arousing non-rational responses. Fallacious appeals to emotions are effective because it's easier for most people not to think critically, but to rely on their gut reaction; and it's easier for the person making the appeal to excite his listeners' emotions than to construct a persuasive argument. As a result, those who try to persuade us most often--politicians and advertisers-- tend to rely on emotional appeals in order to motivate us to do things that we might not for purely rational reasons. Fallacious appeals can target almost any emotion, but some are more common than others. In this section, we will be focusing on six different appeals: to fear, loyalty, pity, prejudice, spite, and vanity.

www.sjsu.edu/depts/itl/graphics/adhom/emotion.html www.fallacyfiles.org/emotiona.html -

Emotional Appeal (pathos) Not surprisingly, emotional appeals target the emotions of the reader to create some kind of connection with the writer. Since humans are in many ways emotional creatures, pathos can be a very powerful strategy in argument. For this same reason, however, emotional appeal is often misused...sometimes to intentionally mislead readers or to hide an argument that is weak in logical appeal. A lot of visual appeal is emotional in nature (think of advertisements, with their powerful imagery, colors, fonts, and symbols).

When done well, emotional appeals...

Reinforce logical arguments Use diction and imagery to create a bond with the reader in a human way Appeal to idealism, beauty, humor, nostalgia, or pity (or other emotions) in a balanced way Are presented in a fair manner

When used improperly, emotional appeals... Become a substitute for logic and reason (TV and magazine advertising often relies heavily on emotional rather than logical appeal) Uses stereotypes to pit one group of people against another (propaganda and some political advertising does this) Offers a simple, unthinking reaction to a complex problem Takes advantage of emotions to manipulate (through fear, hate, pity, prejudice, embarrassment, lust, or other feelings) rather than convince credibly Effectiveness vs. Credibility Credible (credibility) means an argument is logically sound and wellsupported with strong evidence and reasoning. Effective (effectiveness) means an argument works in convincing or persuading its audience. Many arguments that are effective are also credible. . . but there are also many that aren't. pegasus.cc.ucf.edu/~uwc/Writing%20Resources/.../appeals.htm

The Emotional Appeals That Make People Buy by Dean Rieck "Will you decorate the bike?" My cousin handed me an armload of patriotic streamers, flags, and tassels. "Decorate the bike?" I asked. "What bike?" She wheeled the bicycle into the middle of the living room. It was a hot July 4th weekend, and my cousin had entered her son in a bike-decorating contest. After the judging, all the contestants would march in the town parade behind the horn-blaring fire engines and ahead of the frenetic men in fezzes driving those funny little cars. All I wanted to do was sit and relax. But she gently touched my arm and in a low voice said, "I know it's a lot of work, but you're the only one here who can do it right. You have a knack for this sort of thing."

All of a sudden, I found myself sitting on the floor turning the bike into a screaming nightmare of red, white, and blue. Every now and then, my cousin would walk through the room and tell me what a great job I was doing. I became so involved with the project, I not only decorated the bike, I volunteered to transport it to the town square for judging and stood nearby, beaming with pride, as my cousin's son won the "Most Patriotic" award. And I made sure everyone was looking when he peddled by in the parade on "my" bike. What the heck happened here? I'll tell you what happened. My cousin used an emotional appeal on me. With no training or guile, she broke through my emotional barrier (I just wanted to relax) and pushed an emotional hot button (I enjoy being recognized for my skills). In fact, she did exactly what YOU should be doing in every direct mail piece or ad. Breaching the Emotional Barrier Let me ask you a question. What were you thinking about right before you started reading this article? C'mon. Admit it. There was something on your mind, wasn't there? Maybe you were worrying about paying your daughter's college tuition. Or dreaming about the cruise you're going on in a couple months. Wishing you didn't have to meet with that loudmouth client tomorrow. Wondering if that cute new person in accounting will say yes if you suggest lunch. Regretting that off-color joke you told at the office this morning. Remembering the first word your son spoke and cursing Uncle Pete for teaching it to him. We all have things on our minds every moment of every day. We are all emotionally preoccupied with our own wants, needs, interests, joys, fears, hopes, expectations, and regrets. And this preoccupation creates an almost impenetrable barrier. You can't get through with logic. And you can't get through with reason. The only way to get through is with an emotional appeal. Which is one of the reasons most direct mail packages get trashed. Why most ads are ignored. Because most have no emotional appeal. Or they have a weak one. Or one that's off the mark. The right emotional appeal is like a hammer, smashing the glass between you and your prospect. It's the answer to the unspoken question every buyer asks before parting with one red cent: "Why would I want this?" Emotional Appeals in Action Many years ago, police were having trouble with drivers speeding through their small Texas town. Patrolling, citations, and all the normal tactics failed. The signs on the edge of town read, "Speed Limit 20 mph." Someone suggested making a change. The police replaced the old signs with new ones that read, "20 mph or $19.90." Within a short time, drivers slowed down and the problem was solved. A parking lot owner was having trouble increasing his business. His lot was located a few blocks from downtown, so patrons had to park and walk. Most people preferred to park closer to downtown. He tried all the usual ploys, such as lowering his prices and issuing discounts. But there were some days when his lot was not even half full. One day, he decided to change all his signs. In big red letters, they read, "PROTECTED PARKING." After that, his lot was full every day.

A mini-mart was having trouble with shoplifters. The owners couldn't afford an elaborate surveillance system, but they had to do something because the dollar loss from theft cut deeply into their meager profit margin. So they placed a policeman in the main aisle. Immediately, shoplifting dropped off to nearly nothing. Surprising? Yes, when you consider that the "policeman" was nothing but a cardboard standup with the picture of a policeman on both sides. Each of these stories is true. And each is a powerful example of how people live behind a wall of emotions, and how only an emotional appeal can break through that wall. Those Texas drivers were too preoccupied with where they were going or what they were doing to pay attention to the law. Only when the emotional appeal of losing money was introduced did the message break through. That parking lot owner tried the emotional appeal of saving money, but people were preoccupied with the greater appeal of convenience. He could only break through with an even more powerful emotional appeal: personal security. Shoplifters in the mini-mart cared little for the profit of the store owners. They were preoccupied with getting something for nothing. But the emotional appeal of risk avoidance even the mere idea of it was enough to crack that preoccupation and actually change the behavior of the shoplifters. Your Smorgasbord of Emotional Appeals Okay, okay, this is all fascinating, you say, but how does this apply to me? (See how preoccupied you are with your own needs?) Fine. Let's get down to brass tacks. Over the years, direct marketing gurus have tried to nail down exactly what it is that motivates people. Everyone has a list. Some are quite helpful, such as Victor Schwab's detailed list of timeless copy appeals and the succinct five motivators of Herschell Gordon Lewis. Others are naive and misleading. One copywriter has said that there are just three motivators: people want more money, more time, and more sex. My opinion is that people are neither as complicated nor as simple as we might believe. Yes, there are some basic, even universal appeals that work across a broad spectrum of markets. But every product, every offer, every mailing list has its own flavor. And it's counterproductive to force fit every direct mail package or ad into an emotional mold. It's far better to understand the spectrum of emotional appeals and to discover the one that most naturally and effortlessly works with a particular audience. Here's a list of some appeals. It's not a precise psychological taxonomy of human motivation. It's just a starting point, something to get you thinking about the possibilities. For each message you create, ask yourself what your prospect really wants. Imagine you are the prospect. What do you feel? What do you need? People want to GET things they don't have and GET MORE of what they do have, including:

Time for themselves, their families, their interests Comfort ease, luxury, self-indulgence, and convenience Money to save, to spend, to give to others Popularity to be liked by friends, family, and significant others Praise for intelligence, knowledge, appearance, and other superior qualities

Pride of accomplishment doing things well, overcoming obstacles and competition Self-confidence to feel worthy, at-ease, physically or mentally superior Security in the home, in old age, in the form of financial independence or provisions for adversity Leisure for travel, hobbies, rest, play, self-development Fun feeling like a kid again, doing something for no good reason, goofing off Prestige a feeling of importance, being a member of a select group, having power Enjoyment food, drink, entertainment, other physical contacts Health strength, vigor, endurance, longer life Better appearance beauty, style, physical build, cleanliness Exclusivity being in on something special Envy having something others desire Ego Gratification to support or enhance self-image Business advancement feeling successful, getting a better job, being one's own boss Social advancement keeping up with neighbors, moving in desirable social circles People want to AVOID LOSS of things they already have. So, the potential loss of any item on the previous list is a strong motivator often stronger than acquiring it in the first place. People want to AVOID UNPLEASANTNESS, such as: Embarrassment Offense to others Domination by others Loss of reputation Pain Criticism Risk Work Effort Discomfort Worry Doubt Guilt Boredom People want to ACT in particular ways in order to: Express what they view as their unique personalities Satisfy their curiosity Feed their appetite for something Act or appear like their heroes Attract the opposite sex Acquire beautiful or rare objects that say something about them Improve themselves physically, mentally, or spiritually Gain affection of family, friends, and others whose feelings are important to them

Be accepted into other social circles Get ahead at work Add beauty or elegance to their lives Impress others, build and reinforce reputations Fulfill personal obligations Enjoy themselves or just play Create or accomplish things they can be proud of Get rich or make money Reward themselves Protect themselves from harm People want to BE and BE SEEN as something special: Smart or savvy First or best at something Unique, one-of-a-kind Creative, either generally or in a special area Good parents Efficient Recognized authorities Up-to-date, well-educated, or "with it" Gregarious and sociable Influential, able to get things done Independent Popular, well-liked Part of a group, one of the boys Of course, an emotional appeal seldom works alone. Usually there are several appeals at work in any given situation. However, if you have a good product or service, usually one appeal is more powerful than the others. Now if you'll excuse me, my wife has called and asked me in the nicest way to leave the office early and clean out the basement tonight. I don't relish the idea, but she says I'm such a big, strong man, no one else could possibly do the job. I think she's been talking to my cousin. Emotional Appeals Emotional appeals are generally frowned upon in academic circles for the simple reason that they tend to get in the way of logic and reason, the prerequisites of an academic argument. However, under the right circumstances, they can be quite effective. Drawing on our most basic instincts and feelings an emotional appeal can illustrate a truth or depict the reality of a fact in an emotive way far more compelling than a logical or ethical appeal. For example: Studies show that women earn 80 cents to every dollar earned by a man. What these statistics don't illustrate well is the effect this lesser earning potential has on women's lives. Take Irma as

an example. Irma works as a nurse in a major hospital, yet takes home only $250 a week. On this money, she must support her four children whose father abandoned them when the youngest was six months old. With rent at $700 a week, she has only $300 left over for food, clothing, and her own needs. As she describes it, "it's heartbreaking to have to tell my daughter that she has to wear hand-me-downs one more year to begin school or to tell my son that he can't join the baseball league because we can't afford the fee for the uniform. It's even worse when I watch them eat pasta day after day without complaint because our budget doesn't allow for much meat." It's even more frustrating, she explains, when she realizes not all nurses doing the same job are earning the same pay. "Last month, I heard one of the male nurses got a raise because he was supporting a family of four. What makes them think women aren't in the same situation?" www.directcreative.com/the-emotional-appeals-that-make-people-b... Be cautious using emotional appeals. They have no place in an academic argument if their purpose-as often seen in advertising and politics-is to deceive or distort. When appropriate, use them to introduce an argument that proceeds logically and is supported with acceptable forms of evidence (e.g., statistics, research studies) or, to follow, as a graphic or human illustration of what the evidence suggests. Writing@CSU is an open-access, educational Web site supported by Colorado State University. Copyright 1993-2011 Colorado State University and/or this site's authors, developers, and contributors. Some material is used with permission. View Site Information. writing.colostate.edu/guides/documents/.../emotionalappeals.cfm

Pathos, also called the pathetic or emotional appeals, persuades audiences by arousing the emotions (Lanham 74). In his Rhetoric, Aristotle argued that there are two different sources of the emotional appeals. First, the rhetor may use enargeia. The word 'enargeia' means literally "in work" energizing or actualizing. It refers to the rhetor's goal of arousing the passions within the audience to move them to act (Corbett 319). For example, consider the Save the Children ad here. (You may click on the ad to see it enlarged.) The ad uses a photo of a small child, so malnourished that his bones are clearly visible under his skin. He sits huddled in the open air, weak, in a fetal position. A vulture sits, waiting, in the background. The images and text in this ad are designed to have the maximum emotional effect for one thing: to motivate the reader to act to make an act of charity. Secondly, the rhetor may usehonorific or pejorative languageto generate emotional appeal (Crowley 126-7). Honorific and pejorative language together I call suasive language, language designed to sway the audience in favor of or against a subject. Honorific language

heaps praise on its subject and treats the subject with respect. Pejorative language disparages the subject, ridiculing and downplaying the significance of the subject. To see and hear an example of honorific language at work, consider these photos from the MDA telethon, hosted each year by Jerry Lewis. The first photo shows Lewis with the "Goodwill Ambassador," an honorific title, elevating the subject from the language of the past, when Benjamin Cumbo would have been called the "poster child." You can listen to Lewis's appeal for a donation to the Muscular Dystrophy Association by clicking on the image of the speaker. As you listen, pay attention to Lewis's use of honorific language, such as "life saving research" and "Thank you for caring." Enargeia and suasive language work together with ethos and logos to create a powerful, moving argument that some ancient rhetoricians described as word magic (Nash 209). But it wasn't magic that helped MDA raise a record 50.5 million dollars in 1997. It was good, solid, carefully prepared rhetoric. Effective use of emotional appeal is also credited with saving the political career of then Senator Richard Nixon. In 1952, it was discovered that he had accepted several "gifts" from campaign contributors, gifts that he later had to return. The scandal came at a bad time, since Nixon was chosen to be Eisenhower's Vice-Presidential running mate. Under pressure, Nixon made a public accounting of all his assets and an apology for accepting the gifts. Although the speech has several effective emotional appeals, this speech has become known as the "Checkers Speech" since he uses his child's dog, Checkers, as an opportunity to make the most memorable emotional appeal to his audience. I have excerpted the relevant paragraphs at right. You can listen to these paragraphs of Richard Nixon's "Checkers Speech" of 23 September 1952 by clicking on the image of the speaker. But be patient: it's a large file 474K. The most powerful example of emotional appeal I can think of occurs in Martin Luther King, Jr.'s "Letter from Birmingham Jail." In April of 1963, a young, relatively unknown minister left his home and church in Atlanta, Georgia to help his friends and colleagues protest nonviolently against segregation and discrimination in Birmingham, Alabama. That minister, Martin Luther King, Jr., was arrested and held in jail. While in jail, several priests, rabbis, and ministers published a letter in the Birmingham newspaper, calling this young minister's actions unwise and poorly timed. Their letter suggested that King and other civil rights leaders should just wait, that the life was bound to get better for American blacks, if they just waited. In response to that editorial, King wrote one of the greatest pieces of literature in English, his "Letter from Birmingham Jail." In the following excerpt from the letter, notice King's use of suasive language, especially how he turns pejorative language to his purpose. Notice too his use of repetition in sentence structure, a rhetorical device we will study later, called parallelism.

King's sparing use of pathos in this letter is the best example I can give you to illustrate the power of emotional appeal. References Corbett, Edward P. J. Classical Rhetoric for Modern Students, 2nd ed. New York: Oxford University Press, 1971. Crowley, Sharon. Ancient Rhetorics for Contemporary Students. New York: Macmillan, 1994. Lanham, Richard A. A Handlist of Rhetorical Terms. Berkeley: University of California Press, 1967. Nash, Walter. Rhetoric. Cambridge: Basil Blackwell Inc., 1989. How to make your advertising appeal to consumers ndejesus 102 pencils | Tue, 2007-04-10 00:25 What is an Advertising Appeal? An 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. It's something that moves people, speaks to their wants or need, and excites their interest. Often it is the underlying content of the advertisement; think of it as a movie script. Dont confuse this with executional framework, that will be another topic. Deciding on an Advertising Appeal When y'all are deciding on a direction for your submissions, review the Creative Brief (specifically objectives section) for tone, the nature of the product, the preferences of the client (very important). Most importantly though, use your common sense and gut feelings. There are two major types of appeals. They are: Emotional Rational Emotional Appeal This relates to the customers social and/or psychological needs for purchasing a product or service. This appeal is so effective because many consumers motives for purchase decisions are emotional. Many advertisers believe an emotional appeal to work better at selling brands that do not differ markedly from competing brands. Witin the emotional appeal, there are two subsets the personal and the social. These are made up of: Personal -www.articleswave.com/advertising.../types-of-advertising-appeals.ht...

adsoftheworld.com/.../how_to_make_your_advertising_appeal_to_... infusion.allconet.org/webquest/MTAPP/EmotionalAppealsfireball.ppt RECOGNIZING EMOTIONAL APPEALS

INTERACTIVE LINK for PSYCHOLOGY IN ACTION, Fourth Edition

Recognizing Emotional Appeals Friends, parents, teachers, and advertisers often use emotion to help motivate us to "buy" their arguments and products. There are seven different types of emotional appeals:

Appeal to self-esteem An approach that manipulates our need to feel good about ourselves.

Appeal to social fears An approach that carries an implied threat of ostracism or social rejection.

Appeal to authority or experts An approach whene an authority figure is quoted or used to prove a point. People often quote people who are not really an authority (I'm not a doctor, but I play one on TV.)

Appeal to Pity An approach in which a person attempts to persuade you to do or buy something because he or she will be hurt if you don't agree.

Appeal to force An approach in which a person attempts to persuade you to do or buy something because he or she will hurt you if you don't agree.

Plainfolks

This approach is based on the similarity principle. If you think the persuader is "like you," "just one of the guys," or "regular folk," you will be persuaded more easily.

Associations This occurs when a persuader uses a positive symbol to endorse the product he or she wants you to buy. The idea is that through classical conditioning (See Chapter 5), you will associate the positive qualities of the symbol with the product.

Below are ten examples of common emotional appeals. On a separate sheet of paper, see if you can write down the correct label for each of the emotional appeals. 1. A telephone company ad shows a small, sweet grandmother sitting patiently by the phone waiting for her loved ones to call. 2. A teenager argues against the family's vacation plans, and the mother responds by saying, "When you pay the bills, you can make the decisions." 3. A peanut butter ad suggests that "Choosy mothers choose our brand of peanut butter." 4. A mouthwash commercial shows two people just waking up in the morning with the words "Yech! Morning breath, the worst breath of the day." 5. A college student asks his professor to accept a late paper: "I've worked all weekend on this report. I know that it is past your deadline, but I have to work full-time while also attending college." 6. While showing a very expensive home to a young couple, the realtor says, "You owe it to yourself and your children to buy the very best." 7. An actor who had well-known roles as a wise father and doctor on television advises people to drink a particular brand of decaffeinated coffee if they are nervous, irritable, or in stressful situations. 8. A political ad shows the candidate wearing a hard hat at the steel workers' company picnic and pitching horseshoes in her back yard. 9. A cigarette ad shows a strong, ruggedly handsome cowboy riding alone on the range. 10. After making it clear that he values employee "loyalty," a supervisor asks for "volunteers" to help a fellow supervisior move on the weekend.

Recognizing Emotional Appeals

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Different Types of Advertising Appeals Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Keep on reading to know the various different types of advertising appeals that can be seen in the media today. By Ashwini Ambekar | Friday, January 09, 2009 The most basic of human needs is the need for food, clothing and shelter. Special need for these necessities cannot be created with advertising. However there are certain other products that provide comfort in life and advertising aims to generate demand for these products. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people. The most important types of advertising appeals include emotional and rational appeals. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation. Here are just some of the various different kinds of advertising appeals seen in the media today: Emotional Appeal An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings. Emotional appeal includes personal and social aspects. 1. PERSONAL APPEALS Advertising has greatly influenced our decisions in buying the products in markets today. The new generation of today needs much more to get convinced to buy some product, companies are using different types of advertising appeals to influence them in buying their products. The advertising message is the most important elements that describe your potential customer to purchase a particular commodity. The most basic of all demands are the food, clothing and shelter we obviously cannot create a special need for these essential products but can advertise the products which influences their standard of living. The luxury products are highly aimed at youngsters for varied reasons, social status, peer competition, impressing someone, craze for latest products, etc. Today, advertising industry is at the threshold of every industry we talk about, they not only influence just the customers but also every single entity involved in the business . Bigger

companies are increasing their advertising budgets to create more sophisticated appealing advertisements for their customers. Theadvertising agencies use different tricks and types of advertising appeals that influences the mind of people targeted in a particular group. Here are some of the different types of advertising appeals, ad agencies are using: EMOTIONAL APPEAL influences customers to buy the products emotionally. These are the people who are emotionally motivated to buy certain products. Emotional appeal includes two categories: personal appeal and social appeal. The personal emotions encourage individuals to buy products for the fear, comfort, safety, stimulation, self esteem, pleasure, joy, happiness where as social appeal encourages people to buy the products for recognition, affiliation, acceptance, status, etc. HUMOR APPEAL is one of the excellent tool to grab viewers attention, its an effective method that benefits the customers to recollect the advertisement while they are shopping. The use of SEX APPEAL is okay in advertising a product as far as it does not sound vulgar. Although sex appeal makes people curious and may encourage strong feelings about the advertisement or the product, care should be taken that it does not pass on the wrong message. The musical advertisement sounds melodious to the ears. It easily captures the attention of viewers and increases customer recall. MUSIC APPEAL increases the persuasiveness of the advertisement. SCARCITY APPEAL are used for limited supplies, they are used to employ promotional tools that includes contests, introducing new products, sweepstakes, etc. RATIONAL APPEAL mainly focuses on individuals functional or practical uses relating to a particular product. This appeal concentrates on the characteristics, features of the product or a service and states their uses and how it is going to be useful. These types of appeals are usually seen in print media and are well suited for B2B advertisers. MASCULINE/FEMININE APPEALS are usually used to promote cosmetic products or clothing. This appeal creates an impression of a perfect person that encourages people to buy the products. BRAND APPEAL is especially directed towards people who like to use branded items in clothing, cosmetics, or rather any other stuff. ADVENTURE APPEAL is used to give an impression of changed life after a person uses the product. This appeal usually portrays fun, action and adventure. ROMANCE APPEAL are used to attract the opposites, a person readily feels to buy a product to attract the person of an opposite sex. The appeal implies to people that buying a certain product will attract or improve their romance with loved ones. YOUTH APPEALS are mostly directed towards the youth. It generates the interest amongst the youth to buy a particular product in trend and is mostly used in cosmetic industry. ENDORSEMENT APPEALS make use of celebrities, youth icons, well known personalities. It helps to pitch the sales because people like to follow their favorite icons, or celebrities. WORD APPEAL are used to convey some message in a form of a phrase, it becomes instant hit with people and helps in recalling the product frequently. It helps in recognizing a brand.

Some advertisements make use of statistics to help people understand the value of product by showing them the graphs, or percentage sales per year. It helps to increase the popularity of a product. You might also like: www.businessmantra.net/types-of-advertising-appeals.html - Cached Emotional Appeals The nature of effective advertisements was recognized full well by the late media Philosopher Marshall McLuhan. In his Understanding Media, the first Sentence of the section on advertising reads, "The con- tinuous pressure is to create ads more and more in the image of audience motives and desires." By giving form to people's deep-lying desires and picturing states of being that individuals privately yearns for, advertisers have the best chance of arresting attention and affecting communication. And that is the immediate goal of advertising: to tug at our psychological shirts sleeves amd slow us down long enough for a word or two about whatever is being sold. We glance at a picture of a solitary rancher at work, and "Marlboro" slips into our minds. Advertisers (I'm using the term as shorthand for both the product's manufacturers, who bring the ambition and money to the process, and the advertising agencies, who supply the know-how) are ever more compelled to invoke consumers' drives and longings; this is the "continuous pressure" McLuhan refers to. Over the past century, the American marketplace has grown increasingly congested as more and more products have entered into the frenzied competition after the public's dollars. The economies of other nations are quieter than ours since the volume of goods being hawked does not so greatly exceed demand. In some economies, consumer wares are scarce enough that no advertising at all is necessary. But in the United States we go to the extreme. In order to stay in business, an advertiser must strive to cut through the considerable commercial by any means available--including the emotional appeals that some observers have held to be abhorrent and underhanded.www.cyberpat.com/shirlsite/education/essay2/jfowles.html