Every
successful ad has some sort appeal to customer. The seven most popular appeals
are fear, humor, sex, musical, rational, emotional and scarcity appeal. The
best ads have a combination of appeals.
A
humor appeal is a popular way to connect with consumers. Humor is usually
linked to positive moods, which is appealing to people. There is a risk though
that the viewer won’t find the joke funny making the ad unsuccessful. Old Spice
came out with an ad campaign that went viral. The ad was directed at women who
wanted their men to smell good, by using Old Spice. An attractive man tells
them that by using this product it could lead to their man becoming better and
being something they always wanted. This use of humor appealed to both men and
women. This current ad has well over 24 million views on YouTube and has proved
to be a successful campaign for the company.
An
emotional appeal is also a common approach with advertising. It creates an
attachment between the viewer and the brand. Nike came out with a series of ads
during the London summer Olympics that was based on “Find your Greatness”. This
ended up being a successful campaign for them. They used the ad to connect
personally to their consumers by explaining that everyone can be great and find
greatness in themselves. This resonated with viewers and worked especially well
since the ads were released during the Olympics, which display the best
athletes in the world.
There has always been that
notion that “sex sells”. This is usually true when it comes to advertising by
using sexual suggestive material. In our current society, using sex in
advertising doesn’t resonate the same shock value as it used too, but works
when done well. Dentyne ice commercial, “practice safe breath”, used sexual suggestiveness
to sell their gum. They linked their gum like they were selling condoms. “Practice
safe breath” is suggestive of “practice safe sex”. They used buying and using
gum into a sexual innuendo.
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