Advertising uses appeals

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Introduction

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.

Music appeal

This is the use of music in adverts. Entertainment as an intrinsic part of music helps to make the advert more appealing to the consumers. It also helps in increasing the advert’s persuasiveness. Music in adverts helps target audience remember the advert over a long period of time. There is hardly any advert on the broadcasting media today that does not use music appeal; the music need not necessarily manifest any special affinity with a particular product or service in order to play an effective and useful function. The music functions more as bridge between viewer and the advertisement in this case. Examples of adverts with music appeals are; Airtel’s theme song ft. 2face- one8 hands across the world, indomie ‘mama do good’ advert, the I pod advert on BBC uses Chris Brown’s ‘No air’ in their advert.

Sex appeal

Sex in adverts is also called “sex sell”. It is the use of intimate or erotic imagery in advertising to draw interest to a particular product, for purpose of sale. Sex in adverts builds on the premise that people are curious about intimateity and the experience in marketing has been that intimateity sells products. The earliest known use of sex appeal in adverts was by ‘Pearl Tobacco’ in 1871 when they featured a naked maiden on their package cover. In Nigeria many brands like coke cola, Vita foam, close up etc. use this appeal in their advert. The Chris Aire advert on DSTV uses this appeal. Fear appeal

This is the use of fear in adverts in other to threaten or arouse fear in an audience or to stimulate attitude change. Fear is often used to good effect in advertising and marketing...
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