Mastercard Paypass Elephant Commercial Advertisement Discussion
ANSWER
Advertising appeals are strategies used by advertisers to capture the attention and persuade the audience. Here are some common types of advertising appeals:
- Emotional Appeal: Many commercials use emotional appeal to connect with viewers on a personal level. They aim to evoke emotions such as happiness, sadness, fear, or nostalgia. This can create a strong bond between the brand and the consumer.
- Rational Appeal: Rational appeals focus on providing logical reasons why a product or service is beneficial. They may highlight features, quality, price, or other practical aspects to convince the audience that their product is the best choice.
- Humor Appeal: Humor is a popular advertising tactic. Funny commercials can be memorable and shareable, helping to increase brand awareness and engagement. However, it’s essential that humor aligns with the brand’s image and message.
- Celebrity Endorsement: Celebrity endorsements leverage the popularity and credibility of famous individuals to promote a product or service. This appeal aims to influence consumers based on their admiration or trust for the celebrity.
- Fear Appeal: Fear-based advertising highlights the potential negative consequences of not using a product or service. It seeks to create a sense of urgency or concern, prompting action to avoid those consequences.
- Sex Appeal: Some commercials use sexual imagery or innuendos to grab the audience’s attention and associate the product with desire or attractiveness.
- Social Appeal: Social appeals play on the desire for belonging and acceptance. They may show how using a particular product can make you part of a specific social group or community.
- Nostalgia Appeal: Nostalgic ads tap into viewers’ fond memories and emotions associated with the past. This can create a sense of comfort and familiarity.
- Testimonial Appeal: Testimonials feature real customers or experts endorsing a product or service based on their positive experiences. This appeal aims to build trust and credibility.
To determine the advertising appeal in the two commercials you mentioned, you should watch them and analyze the content, messaging, and emotional triggers used. Look for cues that indicate which appeal(s) the advertisers employed to engage and persuade the audience. Different commercials can use a combination of these appeals to create a more complex message.
Question Description
I’m studying and need help with a Marketing question to help me learn.
Review the following two commercials by doing a Google search:
- “Mastercard Paypass Elephant Commercial”
- “Dove Experiment Aims to Change the Way You See Yourself: Dove Real Beauty Sketches, You Are More Beautiful Than You Think”
Write a reflection on the commercials that answers the following question:
- What kind of advertising appeal does it have?
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