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Emotional appeals in advertising
Emotional appeals in advertising
Emotional appeals in advertising
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Emotional Appeals
For this assignment I had to choose a magazine, examine ten full-page advertisements, and figure out each emotional appeal. I also had to give reasons why the appeals I chose were chosen. Advertisers use emotional appeals to persuade the reader to buy their products by using different emotions in their advertisements. The appeals I used were the need for guidance, attention, the need to achieve, escape and physiological needs. My magazine was called fitness, which focuses on women’s health. This assignment is being made to see how advertisers see their readers.
Advertisements Appeals Reasons
1. Maybelline New York Dream Smooth Mousse Ultra- Hydrating, Cream-Whipped Foundation
The advertisement shows a beautiful woman with her eyes closed and her face is flawless from using the foundation. The need for attention is the emotional appeal in this advertisement. The need of attention is the need to be looked at. This appeal is also mostly aimed at women. The reason this appeal works is, because it states that other foundations will leave you dry. It also states that Maybelline’s foundation will hydrate you for 24 hours.
The reader will look at how flawless the girl’s face is, and want people to view her the same way.
2. Crest Pro.Health
The advertisement has toothpaste on a dentist tray with a blue background. On the top of the advertisement its states, “Give gingivitis its four week notice.” It also claims that the toothpaste is clinically proven to help reverse gingivitis. The need for guidance is the emotional appeal in this advertisement. The need for guidance is the need to be nurtured, protected, shielded, and guided. The reason this advertisement is the need for guidance is because it’s telling ...
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...tables spread around her. On the side of the advertisement is the dip with the words,” Treat yourself like a goddess every day.” The emotional appeal is the need to escape. The need to escape is the need to rest from everyday life. Freedom is what is usually pitched for this appeal. The reason the advertisement is the need to escape is because of the text, “treat yourself like a goddess every day.” Implying that you deserve to relax and feel like a goddess once in a while. The advertisement makes the reader feel the need to escape.
After examining all sorts of different advertisements, it has become clear that advertisers stereotype the women. They see woman as insecure, clueless, and desperate individuals who are searching for easy answers. Seeing how advertisers view women make me angry, because it shows that they are influencing them to act a certain ways.
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
Advertising is a form of communication involving selling a product to modify the behavior of the buyer into buying the product. In the essay, “Advertising’s fifteenth appeals”, Fowles explains how advertisers see the readers through the magazines and the appeals they use to influence the readers. Magazines target the audience as meant to satisfy their desires for love, attention, or the feeling to be secured and safe. For example, Cosmopolitan magazine sees the readers as flawed individuals who should change themselves to be accepted by others. Most of the appeals used to influence those audiences are “the need of escape”, “attention” and “the need to satisfy curiosity”.
There are several aspects to the layout of this advertisement. Women, regardless of age, tend to be drawn to the use of beautiful, younger women in an arrangement, which makes this design effective. Firstly, Taylor Swift (the young woman in the picture) has been properly dressed so that the lip-gloss she is using matc...
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
The bold print also indicates for the woman to remove her clothes, or for the viewer to do so. Everything is very clean, clear, and appealing to the eye. There is a highlight around the woman’s body leaving her look like she’s glowing. The weight scale is indicating that the woman has lost weight and she is shocked by how much she weighs now. The company displays this petite woman which advertises, if you drink their product then the consumers can look like her. This add is posing as a sex symbol for men and is showing younger women that they should look like this woman in the ad. This ad is also indicating that only ‘sexy’ and ‘healthy’ woman can produce healthier milk.
I have been brainwashed since I was young into believing the set of expectations for men and women. As shown in The Code of Gender: Identity and Performance in Pop Culture, advertisements promote the helplessness
..., the picture has good symbolism because it shows that you should have fun, and you should enjoy how you look. Another advertisement that this site contains is a rounded rectangular box that contains the words “Everyone tells you how to look good” and it shows a lady in a sitting position possibly doing yoga. The box does not contain what it is advertising for, but it gives the viewer the eagerness to check out what it contains.
In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist. ”(Dyer, 1982:6). In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken a concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not less than for not being what certain advertisers reflect to be flawless.
In conclusion, we can see how everything presented in an advertisement can actually have an impact in the people. Although the company’s target was to sell their product, their way of transmitting the message to the people also fortifies the stereotype. Thus, the media today does abuse the power of stereotyping in order to gain a favorable reputation. Everything they present in the ad, from symbolism to the lifestyle of the characters, race, age and gender, has an effect on strengthening the stereotype. In this case, women are perceived as emotionally drained, weak and incapable, although now a days that characterization is trying to be broken because women are much more than that and can actually get to achieve greater things.
The audience for this ad are women who are health conscious and want to stay fit.
image of themselves in real life. They are almost computer-generated women like in the movie Simone. Indeed, with the technology we have now, advertisers can transform a product into perfection, at the same time, misleading the consumer into seeing it as “real”, and thus permanently providing impossible standards (Ingham). More and more women are becoming dissatisfied with themselves trying to be this fantasy person created by the men in our society. This distorted view of reality, portrayed by advertisemen...
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.