Introduction
The advertising industry is mainly growing, with its popularity felt almost everywhere around us. For example: On your way to work, you might have seen a hoarding, an ad on the bus or train and other transit locations, banners, or even on your mobile while using several applications between games and shows on television and many other places. This makes advertisements a part of our daily lives, subconsciously grabbing our attention towards them. All advertisements are based on different emotions that make them appeal to us.
But have you ever cried or laughed watching a specific ad leaving you on a rollercoaster ride of emotions? Yes, that is due to appeals conveyed through the advertisements that evoke emotions. These appeals are effectively used to build an identity surrounding the product or service of the brand.
Why do brands need to use a form of appeal to reach out to their audience effectively?
1. Builds Trust and Reliability Factor
Understanding the pain points and giving solutions is essential in advertisements showing the need for your brand in the market. However, it mainly depends on the emotions you portray in your ads that build trust and make your customers rely on your product or service. But remember to provoke the right and required feelings that strengthen your brand image and align with your brand.
Example: Showing senior citizens being well guided in the bank can generate trust and a dependable image of the brand among customers.
2. Relatability
Customers are more prone to understand and relate to your brand if they find some relatability to the message or characters in your advertisements. Suppose you display a similar situation or feeling, then people are more inclined to either use your product or understand your service more effectively and try using it; if not, it will make its way into the recall memories of the customers.
Example: Using fear appeal showing hair loss in a hair oil advertisement or showing uncertainty and preventive measure of investing in insurance to secure the future for your loved ones.
3. Brand Recall Memories
Even if your target audience doesn’t make their sales right away, being in their memory effectively helps build and attract potential customers in the long run. For example, using a song or a situation makes you relive the past time and happy memories from childhood, giving you nostalgic vibes.
Example: Brands showing a bond between mother and daughter using a hair oil while combing the child’s hair. Or a song from your childhood used in an advertisement taking you back to memory lane.
4. Brand Awareness and Interest
Using emotions that touch your customers is highly required to generate brand awareness among the audience. Educating people about the latest happenings and situations can only be done through reaching out to them and evoking the right emotions promoting and generating their interest in your product or service, and ultimately increasing awareness about your brand.
Example: Emotional appeal used in advertisements that show a bond between a human and an animal by promoting and selling your pet supplies.
Here is a list of popular appeals used by brands in their advertisement (Indian edition)
1. Fear Appeal:
Fear appeal is mainly used to create awareness and educate people using fear as an emotion. Everybody faces fear in their lives, losing a loved one behind, losing hair or beauty, growing old, losing money, memory and many others.
Example: Health Insurance Claim support in just 30 minutes @ Policybazaar
2. Rational Appeal:
The rational appeal follows a realistic and logical approach to reach the audience and effectively attract their attention towards your brand.
Example: Moov Cream and Spray for Long-Lasting Pain Relief
3. Humour Appeal:
Who doesn’t like a quick laugh or watching engaging and funny advertisements? Such ads are most likely to generate brand recall and increase engagement in your advertisements.
Example: Sting Energy | Akshay Kumar | Gorilla TVC | Hindi
4. Scarcity Appeal:
Hearing the word “Limited” itself powerfully makes an impact on the customer’s mind. Knowing a particular product or service is scares in the world is enough to build urgency among the audience to make immediate or fast sales from the brand.
Example: HUL Start a little good – Water
5. Emotional Appeal:
Certain ads can make you emotional or shed tears of joy or sorrow in a short span creating a lasting impact on the audience and evoking their emotions. Many brands use emotional appeal, making it a popular appeal displayed to the audience. Attaching sentiments, memories, and many more.
Example: #MaaNahiBhoolti – Happy Mother’s Day from Domino’s
6. Celebrity Appeal:
We often look up to our favorite celebrities and follow and trust them more, but what if they advertise a specific product? Then, their fans and people influenced by them are more likely to trust the product, which creates brand credibility in the minds of the audience.
Example: IDFC FIRST Bank Brand Television Commercial
Conclusion
At Impulse- a Digital marketing agency in Thane, we help brands develop better and more innovative ways to increase brand visibility and engagement. Our team of experts help you find solutions to all your digital marketing problems. So, join us and work with us!
