Appeal

" Appeal " is the communication strategy or psychological approach an advertising message relies on to capture consumers' attention and persuade them to take action. It is the emotional or logical "hook" designed to connect with the target audience's needs, desires, values, or fears.

What is it for / Why is it important

Appeal is crucial because it determines how a message will be received. A good appeal goes beyond simply listing a product's features; it creates a psychological connection, making the ad memorable and more persuasive. It helps a brand differentiate itself from competitors and stimulate the desired response (e.g., purchase, loyalty).

When to use it / In what context is it useful?

Appeal is defined during the creative strategy phase of a campaign. The choice of appeal depends strictly on the product, the target audience, and the communication objective. The two main types are:

• Emotional Appeal: Focuses on feelings and psychological or social needs. It aims to create an empathetic connection.

• Rational Appeal: Focuses on the logic, facts, functionality, convenience, and practical benefits of the product (e.g., price, quality, performance).

Practical example

• Emotional (Nostalgia): A commercial that uses a popular 90s song to sell a product to a millennial target, evoking positive memories.

• Emotional (Fear Appeal): Anti-smoking campaigns that show the negative health consequences.

• Rationale (Convenience): An advertisement for detergent that is scientifically proven to remove more stains at a lower price than the competitor.